Mass Communication

Mass Communication
- The message communicated through the mass media on a large number of people (Bitter)

- A process in which communicators use the media to spread the message widely, constantly creating meanings that are expected to (continue to) influence a wide audience and vary with a variety of ways. (De Fleur & Dennis)

Characteristic

• Intended for a broad audience, heterogeneous, anonymous, scattered, and do not recognize geographical boundaries-cultural

• Forms of activity through the mass media are general

• "Message Multiplier" (the ability to convey messages quickly and reach a wide audience)

• Book one-way

• Planned, scheduled and organized

• periodic messages, not temporary

• Covers various aspects of

Model Mass Media Influence Mass Media

A. Communication 2-stage model

(Two Step Flow Model of Communication-Katz & Lazarsfeld):

- Clarifies the process influences the dissemination of information through mass media to the audience.

- There was no direct (one stage) but through an intermediary which is a group of people including opinion leaders (opinion leaders).

• Thus the influence of dissemination of information through mass media occurs in 2 stages:

- Information flow from the mass media to opinion leaders

- The opinion leaders to a number of people who become followers

B. Spiral Model Stillness (The spiral of silence) Neumann

- The size of the influence of mass media depends on interactions between the mass media, interpersonal communication and perception of people about the opinion itself is associated with other people's opinions that exist in the surrounding communities

Assumption: The more often the mass media suggests that the dominant opinion among the people, the more fading or weakening of opinion among the people who opposed the dominant opinion, as expressed by the mass media

C. Psychological Effect Model TV (Comstock)

1. The urge to make people imitate what is shown on the TV

2. Alternative behaviors that appear on the TV screen (the main behavior) is supported by the consequences arising from the actions and the extent of what was raised in is nearing reality TV.

Characteristics of the content of mass media messages

• Novelty

• Distance

• Popularity

• Conflicts

• Comedy

• Sex and Beauty

• Emotions

• Nostalgia

• Human Interest

Form and Presentation Techniques Messages

Message Structure

• Message sidedness

- Preparation of messages organized in one hand and the two sides

• Presentation Order

- "Climax versus anticlimax" order and "recency and Primacy"

- Deduce

The appeal of messages (Message Appeals)

• Fear appeals

• Emotional appeals

• Rational appeals

• Humor