Kamis, 31 Maret 2011


1. Definition and elements of mass communication

Mass communication is the communication that includes the wider community level, carried out by using the mass media with different communication purposes and to communicate information to a wide audience. In mass communication are essential elements that are related to one another. These elements are:


Communicators is the party that uses mass media to modern telecommunications technology so that in spreading an information can be captured quickly by the public. Communicators in mass communication seeks to disseminate information, understanding, insights and solutions with broad community scattered everywhere and without their presence clearly known. In other words communicators trying to communicate is aimed at people who are relatively more widespread, and anonymous nature heterogeneous, message outsiders in general, reach wide audience simultaneously and are in unison.

Communicator is in a complex organization and uses a large cost to prepare and sends messages. On the other hand communicators also seek to profit from the spread of information. As an example can be seen from a communicator in the mass media, mass media communicators in working in a complex organization and contains an extensive division of labor and use of certain fees in conjunction with the job.

Mass media

In mass communication, media is a tool that can link between sources and receivers that are open, where everyone can see, read and hear. Media in mass communication can be divided into two kinds, namely the print media (eg newspapers and magazines) and electronic media (eg radio and television).

Thus the mass media is a medium of communication and information that make the distribution of mass information and mass-accessible, too. The mass media have a paradigm as an agent of change (vanguard change), that's what the mass media contribute to:

- The mass media play a role as a medium of education is always to educate people so smart and become a developed society.

- The mass media contribute to convey information on the community.

- The mass media play a role as a medium of entertainment. In addition, the mass media is also a cultural institution, the institution became funnel culture.

Information mass

Mass information is intended message or information to the public en masse. Mass communication is a common communication and not personal, the message is not addressed to one person because it is open to the entire community. Messages in current mass communication is fast and fleeting. It is said quickly because the message delivered to the audience receiving relatively short or even immediately. Meanwhile, say briefly because the message communicated is usually made to be consumed immediately and not to be remembered.


Gatekeeper is the selectors of information. As mentioned above that mass communication on the run in a mass media organization, then people who are in those who will selecting organization any information that will be broadcast or not broadcast. They also have authority to expand and restrict the information to be broadcast.


Mass audiences are receiving the information disseminated by the mass media. They consist of listeners or viewers of a public mass media. Mass communication aimed at a wide audience of heterogeneous and anonymous. Is heterogeneous because of the message or the information conveyed is open to the public and not directed to only certain classes in society. While the process is anonymous because the audience members individually are not known or known by communicator.


Feedback in mass communication generally is delayed, it is different from feedback on face-to-face communication that is direct. But with technological developments as the feedback is delayed on mass communication has been abandoned.

2. The function of mass communication in society:

In general, mass communication serves to disseminate information, education level, stimulate economic growth and create excitement in someone's life. But along with the development of communication technology is so fast, especially in the field of broadcasting and audiovisual media, causing the function of the mass media has undergone many changes.

Here are some of functions of mass communication in society:

Oversight function

The mass media is a media that can be used to supervise all activities of society in general. The function of supervision in the form of social control as well as warnings and persuasive activities. Supervision and social control can be done with fatherly preventive activity to prevent the things that are not desirable. For example, news about the dangers of HIV AIDS to people's lives are made through the mass media and targeted at the wider community, then the function preventive for people trapped and no action that could cause HIV disease to AIDS.

While the function of persuasion in an attempt to provide a reward and punishment to the public in accordance with what done. The mass media can give rewards to the community activities that are beneficial to other community members, but if the activities conducted are not beneficial and even detrimental to other social functions in society there will be punishment.

In addition, supervision by the mass media to provide warnings about the threats and dangers that threaten society, for example warning of floods and storms. By warning the public to prevent or at least be able to hide and save themselves.

The function of social learning

The main function of mass communication through mass media is doing guiding and social education to the entire community. The mass media served to give enlightenment to the community in which communication took place. The function of mass communication is done to cover up weaknesses paedagogi function which is carried out through face to face communication, because it is the function paedagogi can only take place exclusively between certain individuals only.

Functions of information delivery

Mass communication that uses mass media, has a function as the process of delivering information to the communities at large. Mass communication allows information from public institutions is delivered to the community extensively in quick time so that the informative function of time achieved in quick and brief.

The function of cultural transformation

Mass communication into the process of cultural transformation is carried out jointly with all components in mass communications, especially those supported by the mass media. Cultural transformation function becomes very important and related to other social functions primarily social function learning, though more on the cultural transformation function tasks as part of a global culture.

The mass media disseminate the results of culture through the exchange of radio programs, television and even through the print media. With the development of technology, it can lead to a culture changes. Because the use of technology will facilitate the convergence of various cultures from the outside. Thus, mass communication plays an important role in the process of cultural transformation.


Designing mass media programs with one goal to entertain the public. They provide entertainment to get attention from the audience as much as possible, so that they can sell this to advertisers and they will benefit. While the entertainment side of society is needed to fill time

leisure and a means for recreation. For example, in the television comedy show will help people to momentarily forget the fatigue and boredom in doing everyday tasks, so that after seeing those impressions will be obtained a fresh mind and relax.

Convincingly (to persuade)

Persuasion can come in the form:

- Strengthening or reinforce attitudes

The media reinforce or create beliefs, attitudes, values ​​and opinions become more powerful. For example, religious people will listen to the messages that match trust and they will become stronger in their faith belief. Because in the delivery of the message contains a value that reinforce their understanding of matters in the belief that they profess, so they will become more confident.

- Change

The media can change attitudes, beliefs or values ​​of a person. For example, impressions on television talk show that explores the theme of the importance of adjusting the diet is good. By looking at the first impressions people will feel attracted and will try to listen and listen to explanations from the experts featured in those impressions. After that obtained explanations will be received and kept in mind in mind, so that will bring a new attitude in terms of adjusting the diet daily.

- Mobilize

Viewed from the perspective of advertisers, the most important function of media is to attract consumers to take action. Media trying invite viewers or readers to buy products with particular brands. Once an attitude is formed or an established pattern of behavior, the media serves to channel and control towards the specific.

Creating a sense of unity

Many people who have not realized that mass communication can make us become a member of a group. In addition, the presence of mass media can be utilized in order to bridge the differences, such as ethnic differences. So with the existence of the mass media can be to foster and strengthen national unity

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