ENG
IDN
Thursday, 7 April 2011
Cultural Imperialism Theory
This theory was first proposed by Herb Schiller in 1973. Schiller first paper that formed the basis for the emergence of this theory is the Communication and Cultural Domination.
Cultural imperialism theory states that Western countries dominated the media throughout the world. It means also, the mass media also dominate the Western countries in the third world mass media. The reason, the Western media have a powerful effect to influence third world media. Western media is very impressive for the media in the third world. So they want to imitate the culture that emerged through the media. In the perspective of this theory, when the process of imitation media of developing countries from developed countries, when that happens the destruction of native cultures in third countries.
Western culture produces nearly all of the majority of the mass media in the world, such as movies, news, comics, photos and others. Why they can dominate like that? First, they have the money. With the money they would be able to do anything to produce a wide range of offerings required the mass media. Even the Western media has been developed capitalist. In other words, the Western media has developed into an industry that is also concerned with profit.
Secondly, they have the technology. With the modern technology that they have allowed the mass media presentation produced better, convincing and "as real". If you've seen the movie Titanic Titanic impression is really there, but it's all there. Even when the vessel is finally struck an iceberg and sank, as the passenger ship was like swimming in the open sea, but all of it superficial. All can be done with computer technology as a real event. All that can be realized because the West has modern technology.
Third World countries are interested in buying Western products such. Therefore, buying a product that is much cheaper when compared to making his own. How many Indonesian mass media that daily access of Western mass media or if the news from Western news agencies. Every day the newspapers in Indonesia as competing to display the text of a foreign news agency. In fact, photographs demonstration in Jakarta which should be photographed by reporters Indonesia itself actually comes from AFP (France). Something that is difficult to accept, but the real case.
The next impact, people in third world countries who see the mass media in the country will enjoy a dish-dish that comes from the lifestyle, beliefs and thoughts. If we watch the movie Independence Day when we were learning about the United Nations in the face of the enemy or the struggle of the American people in achieving independence. Various lifestyle community, belief and thought Americans were in the movie. Why is the third nation in the world wants to implement democracy gives freedom of opinion? All were influenced by the Western mass media presentation that went into the third world.
Furthermore, third world countries unwittingly imitating what is presented mass media that has been filled by the Western culture. That's when the destruction of the country's indigenous culture and then replace and adapted to Western culture. This event can be said to the Western cultural imperialism. Imperialism was carried out by the Western mass media that had dominated the third world mass media.
One that underlies the emergence of this theory is that basically people do not have the freedom to determine how they think, what is perceived and how they live. Generally, they tend to react to what he saw from the television. As a result, these individuals prefer to imitate what is presented television. Why? Because television presents a new and different things with which they usually do.
This theory also explains that there is one truth which he believed. Throughout the third world countries continuously broadcast or filling mass media comes from Western countries, people will always believe the world when what they should be doing, thinking and feeling. This behavior is exactly the same as that carried out by people who came from Western culture.
Imperislisme theory of culture is also not free from criticism. This theory is too underestimated the power of the audience in receiving exposure to the mass media and interpret its message. This means that, this theory assumes that different cultures (which of course is more advanced) will always bring the influence of imitation on people of different cultures. Tetepi clear, continuous exposure to a different culture will take effect change, albeit slightly.
Read More
Cultural imperialism theory states that Western countries dominated the media throughout the world. It means also, the mass media also dominate the Western countries in the third world mass media. The reason, the Western media have a powerful effect to influence third world media. Western media is very impressive for the media in the third world. So they want to imitate the culture that emerged through the media. In the perspective of this theory, when the process of imitation media of developing countries from developed countries, when that happens the destruction of native cultures in third countries.
Western culture produces nearly all of the majority of the mass media in the world, such as movies, news, comics, photos and others. Why they can dominate like that? First, they have the money. With the money they would be able to do anything to produce a wide range of offerings required the mass media. Even the Western media has been developed capitalist. In other words, the Western media has developed into an industry that is also concerned with profit.
Secondly, they have the technology. With the modern technology that they have allowed the mass media presentation produced better, convincing and "as real". If you've seen the movie Titanic Titanic impression is really there, but it's all there. Even when the vessel is finally struck an iceberg and sank, as the passenger ship was like swimming in the open sea, but all of it superficial. All can be done with computer technology as a real event. All that can be realized because the West has modern technology.
Third World countries are interested in buying Western products such. Therefore, buying a product that is much cheaper when compared to making his own. How many Indonesian mass media that daily access of Western mass media or if the news from Western news agencies. Every day the newspapers in Indonesia as competing to display the text of a foreign news agency. In fact, photographs demonstration in Jakarta which should be photographed by reporters Indonesia itself actually comes from AFP (France). Something that is difficult to accept, but the real case.
The next impact, people in third world countries who see the mass media in the country will enjoy a dish-dish that comes from the lifestyle, beliefs and thoughts. If we watch the movie Independence Day when we were learning about the United Nations in the face of the enemy or the struggle of the American people in achieving independence. Various lifestyle community, belief and thought Americans were in the movie. Why is the third nation in the world wants to implement democracy gives freedom of opinion? All were influenced by the Western mass media presentation that went into the third world.
Furthermore, third world countries unwittingly imitating what is presented mass media that has been filled by the Western culture. That's when the destruction of the country's indigenous culture and then replace and adapted to Western culture. This event can be said to the Western cultural imperialism. Imperialism was carried out by the Western mass media that had dominated the third world mass media.
One that underlies the emergence of this theory is that basically people do not have the freedom to determine how they think, what is perceived and how they live. Generally, they tend to react to what he saw from the television. As a result, these individuals prefer to imitate what is presented television. Why? Because television presents a new and different things with which they usually do.
This theory also explains that there is one truth which he believed. Throughout the third world countries continuously broadcast or filling mass media comes from Western countries, people will always believe the world when what they should be doing, thinking and feeling. This behavior is exactly the same as that carried out by people who came from Western culture.
Imperislisme theory of culture is also not free from criticism. This theory is too underestimated the power of the audience in receiving exposure to the mass media and interpret its message. This means that, this theory assumes that different cultures (which of course is more advanced) will always bring the influence of imitation on people of different cultures. Tetepi clear, continuous exposure to a different culture will take effect change, albeit slightly.
Monday, 4 April 2011
New Media Public Relations : Internet
The Internet is a communications revolution is very broad and deep. The digital world has changed the communication within the organization and between organizations exist with a variety of different public. In PR, the Internet is a barrier-free information line.
New-media expert John Pavlik and Shawn McIntos say about change "media convergence" as follows:
The merging of telecommunications, computer, and media in a digital environment. Convergence and the resulting changes have transformed many basic aspects of mass media and communication
Advances in technology have changed communication production, distribution, delivery, and storage. And although many people who recognize that new media technologies have changed the way PR is run, the speed of change has made the PR must make every effort to continue to follow it. Consequently, the Institute for Public Relations and Worldcom Public Relations Group conducted a study of the impact of the Internet on PR. Although the findings may be unimpressive for students now, but they have documented major changes in practice which began centuries - 20. The conclusion of the study include:
There is almost unanimous agreement (98%) among PR professionals that advances in technology such as e-mail and Internet has affected the way they work
The majority (91%) believe that they are now dealing with more people in the business and professional environment they than before the e-mail. Only 7% who disagree with this statement.
Most (90%) agreed that the ability rapidly to submit a written communication vie e-mail and access to real-time information through the Internet has accelerated the pace of decision-making in news journalism.
PR professionals surveyed in this study spent an average of between 15 to 19 hours online each week, and do online an average of 5.8 days per week ... one third (33%) say that they are online seven days a week.
Subjects were also asked if they would choose a daily newspaper, Internet-connected computer, radio or television if they get lost in a place for some long time and there is access to these media. The result showed 69% chose computer with Internet. (Donald K. Wright (Principal Investigator), "The Magic Communication Machine: Examining the Internet's Impact on Public Relations, Journalism and the Public" (Gainesville, FL: The Institute for Public Relations, 2001), 37-39. (Online at http://www.instituteforpr.com/internet_-_news_technology.phtm.)
The study also found the possibility of another change in the way the PR operation vis-à-vis the media:
In fact, one of the biggest advantages of the Internet as a medium of public relations is its real ability to ... provide quick and direct access to a specific audience, and therefore superior to the traditional news media. (Ibid., 36)
However, this change is even more profound. Encoding the message has changed from analog to digital, which by Nicholas Negroponte called the transition from the "atom" to "bits" (Nicholas Nagroponte, Didital Being (New York: Vintage Books, 1995), 11-20. The change of atoms to digits, the causing convergence, changing the nature of communication. In the era of "analog" publisher disseminate information to an audience that has limited ways to communicate with each other or communicating with a source of Opera. In contrast, Audience in the era of convergence can communicate with the parties that creates and publishes content of mass communication via e-mail, online forums, and other interactive media easily and quickly. In addition they can also create their own mass communication content, and get a bigger audience with a cheaper cost than if it is done with traditional media. (Blogger Patrick Belton, as cited by Alan Elsner, "Bloggers Make Debut at the Democratic Convention," Reuter (July 26, 2004).(http://www.reuters.com/newsArticle.html?type=internetNews&storyID=5777817)
For example, weblogs or "blogs" started out as a personal electronic journals on the Internet. Bloggers can "publish" their observations, their opinions, and their interpretations. When a member of the Democratic Party meeting in Boston and a member of the Republican Party in New york to hold conventions each in 2004, several established bloggers worked as a "reliable media" together with journalists traditional news agency. As predicted by a blogger: "The Convention 2004 will be remembered as a convention blog; as the 1952 Republican convention in mind as a television convention, the convention in 1924 as a radio convention.
But of course, the bloggers do not have to come to the convention to become a publisher of news and opinions on the issue, the speaker, and the candidate. For those who are in a virtual community that has the same line of thought, the blog has become the preferred digital virtual space interconnected. PR practitioners increasingly watching actors in this new medium to reach out to the public that web experts, be it with a try that would also be covered by the blog to create your own blog as part of a communications strategy.
Internet-based methods of communication have changed the media landscape in the organization-public communication. The World Wide Web has the potential to open up communications with a worldwide audience. On the one hand, it has the power to send messages instantaneously to many public specific targets, and receive messages from them, 24 hours a day seven days a week making the Internet is very important for PR communication. Rapid technological advances that promote the acquisition of knowledge and new skills in the "cyberworld" is without limits and provide many health insurance, exchanges, news and information ceaselessly.
Practitioners who heads interactive PR practices around the world, Fleishman-Hillard, PR communication summarizes the new context as follows:
In the digital world, text, sound, images, video, and animation flows in the bit-stream media information received by consumers. By looking at the website of the US newspapers now we can see how far the print news has been changed to a one-dimensional with a lot of content and three-dimensional. (David Wickenden, "High-Tech Trends That Will matter to PR Executives," Public Relations Strategist 9, No. 2 (Summer, 2003): 24)
source:http://kuliahkomunikasi.com/2009/12/...ions-internet/
Read More
New-media expert John Pavlik and Shawn McIntos say about change "media convergence" as follows:
The merging of telecommunications, computer, and media in a digital environment. Convergence and the resulting changes have transformed many basic aspects of mass media and communication
Advances in technology have changed communication production, distribution, delivery, and storage. And although many people who recognize that new media technologies have changed the way PR is run, the speed of change has made the PR must make every effort to continue to follow it. Consequently, the Institute for Public Relations and Worldcom Public Relations Group conducted a study of the impact of the Internet on PR. Although the findings may be unimpressive for students now, but they have documented major changes in practice which began centuries - 20. The conclusion of the study include:
There is almost unanimous agreement (98%) among PR professionals that advances in technology such as e-mail and Internet has affected the way they work
The majority (91%) believe that they are now dealing with more people in the business and professional environment they than before the e-mail. Only 7% who disagree with this statement.
Most (90%) agreed that the ability rapidly to submit a written communication vie e-mail and access to real-time information through the Internet has accelerated the pace of decision-making in news journalism.
PR professionals surveyed in this study spent an average of between 15 to 19 hours online each week, and do online an average of 5.8 days per week ... one third (33%) say that they are online seven days a week.
Subjects were also asked if they would choose a daily newspaper, Internet-connected computer, radio or television if they get lost in a place for some long time and there is access to these media. The result showed 69% chose computer with Internet. (Donald K. Wright (Principal Investigator), "The Magic Communication Machine: Examining the Internet's Impact on Public Relations, Journalism and the Public" (Gainesville, FL: The Institute for Public Relations, 2001), 37-39. (Online at http://www.instituteforpr.com/internet_-_news_technology.phtm.)
The study also found the possibility of another change in the way the PR operation vis-à-vis the media:
In fact, one of the biggest advantages of the Internet as a medium of public relations is its real ability to ... provide quick and direct access to a specific audience, and therefore superior to the traditional news media. (Ibid., 36)
However, this change is even more profound. Encoding the message has changed from analog to digital, which by Nicholas Negroponte called the transition from the "atom" to "bits" (Nicholas Nagroponte, Didital Being (New York: Vintage Books, 1995), 11-20. The change of atoms to digits, the causing convergence, changing the nature of communication. In the era of "analog" publisher disseminate information to an audience that has limited ways to communicate with each other or communicating with a source of Opera. In contrast, Audience in the era of convergence can communicate with the parties that creates and publishes content of mass communication via e-mail, online forums, and other interactive media easily and quickly. In addition they can also create their own mass communication content, and get a bigger audience with a cheaper cost than if it is done with traditional media. (Blogger Patrick Belton, as cited by Alan Elsner, "Bloggers Make Debut at the Democratic Convention," Reuter (July 26, 2004).(http://www.reuters.com/newsArticle.html?type=internetNews&storyID=5777817)
For example, weblogs or "blogs" started out as a personal electronic journals on the Internet. Bloggers can "publish" their observations, their opinions, and their interpretations. When a member of the Democratic Party meeting in Boston and a member of the Republican Party in New york to hold conventions each in 2004, several established bloggers worked as a "reliable media" together with journalists traditional news agency. As predicted by a blogger: "The Convention 2004 will be remembered as a convention blog; as the 1952 Republican convention in mind as a television convention, the convention in 1924 as a radio convention.
But of course, the bloggers do not have to come to the convention to become a publisher of news and opinions on the issue, the speaker, and the candidate. For those who are in a virtual community that has the same line of thought, the blog has become the preferred digital virtual space interconnected. PR practitioners increasingly watching actors in this new medium to reach out to the public that web experts, be it with a try that would also be covered by the blog to create your own blog as part of a communications strategy.
Internet-based methods of communication have changed the media landscape in the organization-public communication. The World Wide Web has the potential to open up communications with a worldwide audience. On the one hand, it has the power to send messages instantaneously to many public specific targets, and receive messages from them, 24 hours a day seven days a week making the Internet is very important for PR communication. Rapid technological advances that promote the acquisition of knowledge and new skills in the "cyberworld" is without limits and provide many health insurance, exchanges, news and information ceaselessly.
Practitioners who heads interactive PR practices around the world, Fleishman-Hillard, PR communication summarizes the new context as follows:
In the digital world, text, sound, images, video, and animation flows in the bit-stream media information received by consumers. By looking at the website of the US newspapers now we can see how far the print news has been changed to a one-dimensional with a lot of content and three-dimensional. (David Wickenden, "High-Tech Trends That Will matter to PR Executives," Public Relations Strategist 9, No. 2 (Summer, 2003): 24)
source:http://kuliahkomunikasi.com/2009/12/...ions-internet/
Saturday, 26 March 2011
The Media Equation Theory
( BYRON REEVES DAN CLIFFORD NASS )
Media theory equations (The Media Equation Theory) proposed by Byron Reeves and Clifford Nass through their writings entitled The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places.
Both are professors in the Department of Communication at Stanford University USA. Through a series of research they do, Reeves and Nass wanted to see how the communication that occurs between an individual with the media. The result, based on the theory of equations of this media (theory of equations) Reeves and Nass describes the problem of how people unconsciously even automatically respond to what is communicated by the media, as the media man.
Theory equation of Reeves and Nass media is trying to show that the media could also be invited to speak. Media can be interlocutors people such as interpersonal communication involving two people in face to face situations. In theory this equation, the media is considered as a part of real life (real life and the media are the same).
Based on the research program which will be presented below, Reeves and Nass sure that the media treat such a treat human communication.
In addition to the things adjacent to the social life, by surprise in his research, as quoted by Griffin, Reeves and Nass stated that, "The media are full participants in our social and natural world." (Griffin, 2003: 405). For Reeves and Nass, the media is more than just a "tool". If McLuhan said that the media is a tool, and then the tools that form us, but Reeves and Nass stated that the media is more than that. For those who are named as "tool" as "hardware" that can be bought in the store. While the media, this can not be equated with dead hardware. Because the media also contribute to and influence large enough for human life. They also stress that given by television, computers, and other forms of media is a virtual reality. Therefore, the media is not just a "tool".
The proof of Equation:
Some critics were submitted for this theory is:
Read More
Media theory equations (The Media Equation Theory) proposed by Byron Reeves and Clifford Nass through their writings entitled The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places.
Both are professors in the Department of Communication at Stanford University USA. Through a series of research they do, Reeves and Nass wanted to see how the communication that occurs between an individual with the media. The result, based on the theory of equations of this media (theory of equations) Reeves and Nass describes the problem of how people unconsciously even automatically respond to what is communicated by the media, as the media man.
Theory equation of Reeves and Nass media is trying to show that the media could also be invited to speak. Media can be interlocutors people such as interpersonal communication involving two people in face to face situations. In theory this equation, the media is considered as a part of real life (real life and the media are the same).
Based on the research program which will be presented below, Reeves and Nass sure that the media treat such a treat human communication.
- The Media Equation: Media = Real Life
In his book, The Media Equation, Reeves and Nass initiated that we respond (response) communication media as if the media was alive. The practical implications of this equation media is when we turn on the TV or the computer, we follow the rules of interpersonal interaction that we went through during our lifetime. This is a human-media relations. Reeves and Nass said that media equation is very basic or fundamental nature, so, "it Applies to everyone, it Applies Often, and it is highly consequential". - Beyond Intuition that Protests: “Not Me, I Know A Picture Is Not A Person”
The media equation is clearly counterintuitive. When we watch TV or browse the internet, none of us will admit that we are the center responded to the pictures on the screen as if the images were real. We know that it is on the screen are images of imaginary or just a representation of the original object. Reeves and Nass stated otherwise. Both stated that in fact the media responding to social (socially) and natural (naturally), even though they know that they are not sensible thing to do, and even though they do not think that it characterizes the response themselves. A condition in which our behavior is not influenced or adjusted to the situation that we are experiencing. On the one hand we say "not me" which represents that we are independent beings and we realize that what we see is artificial. On the other hand, we respond to the pictures as we were making an interpersonal interaction with someone. - Older brains fooled New Technology
To explain the reasons why humans respond to social and natural media, Reeves and Nass using the theory of evolution is a slow pace. According to them, the human brain is involved only in activities and social behavior, and see all the perceived object is a real object. Anything that looks real, it becomes really real. So actually we have not adapted to the existence of new media so that any Obvious, is personified by us.
People can of course be thinking that themselves are not primitive and can not simply be controlled media. For example when we watch a horror movie, we continue to strive to eliminate fear or sadness us to say to myself, "this is not real. This is not real. This is a lie ". Unfortunately, we rarely do that. Even if we try to do, we are not able to do it consistently or constantly when the images and sounds that are right in front of us.
In addition to the things adjacent to the social life, by surprise in his research, as quoted by Griffin, Reeves and Nass stated that, "The media are full participants in our social and natural world." (Griffin, 2003: 405). For Reeves and Nass, the media is more than just a "tool". If McLuhan said that the media is a tool, and then the tools that form us, but Reeves and Nass stated that the media is more than that. For those who are named as "tool" as "hardware" that can be bought in the store. While the media, this can not be equated with dead hardware. Because the media also contribute to and influence large enough for human life. They also stress that given by television, computers, and other forms of media is a virtual reality. Therefore, the media is not just a "tool".
The proof of Equation:
- Interpersonal Distance
A study conducted regarding changes in emotions, attitudes, and gestures some people when they're dealing with images of people who were talking to them on the TV screen with different distances. The result shows that the distance between the viewer with TV influence on changes in attitudes, emotions, and gesture audience. According to Reeves and Nass, people assume that a facial image, associated with its size, only a symbol that represents people who are not really there. But more than that, the size of the face of widely affects the psychological response of curiosity approaching, until an assessment of the character. - Similarity and Attraction
Microsoft and Macintosh produce two types of computer software. The first Max, which is a computer that uses the word command, shows the dominance of the wearer. The second named Linus, ie computers that use words submissive. Reeves and Nass declared this effect on the users computer. According to them, when the engine is equipped with a personality-like characteristics, people will respond to the machine as if it had personality. Although these people claim that they do not believe the machine actually has a personality. - Source Credibility
For example, when we hear from our friends about the bombing in an area, we're not going to be easy to believe. But when we watch the news on TV about the bombing through the famous news anchor and credible as rosiana silalahi, we would have more trust in Rosiana. Although we know that it is possible Rosiana just read the news without writing the news.
- This theory predicts how a person treats the media (based on interpersonal theory) media like it is human
- This theory explains that the audience is active
- This theory is relatively easy to understand
- These include flow positivist theory (a generalization, one truth, unpredictable behavior, and does not see the values espoused someone)
Some critics were submitted for this theory is:
- Reeves and Nass use interpersonal communication conception of social psychology, not of the field of communications. Most social-psych research see interpersonal communication as one-way communication (one-way). Instead, most experts define interpersonal communication communication as the construction of shared meaning that studied the two-way message flow, which then creates a common interpretation.
- Reeves and Nass have shown surprising results regarding their assumption that the media have an impact on parallel interpersonal effects. But when the media equation is applied in several discoveries about the shared meanings such as constructivism, relational Dialectics, or other interpersonal research programs, media theory as metaphor equation more powerful than mathematical certainty.
Subscribe to:
Posts
(
Atom
)