RELATIONS

WITH OWNERS
AND CLIENTS
Extent to which media organization can claim to exercise
autonomy in relation to owners, investors, advertisers, and
sponsors.

PROPRIETOR
INFLUENCE

INFLUENCE OF
ADVERTISING

Proprietor Influence
There may also be informal and indirect pressure on particular
issues that matter to owners (for instance, relating to their
other business interests) (Turow, 1994)

"Sejauh ini intervensi pemilik media (Chairul Tanjung) sangat sedikit di

ruang redaksi. Intervensi yang paling besar adalah bagaimana

menghasilkan program yang banyak ditonton, memiliki share dan rating
yang tinggi, yang menjadi tolak ukur keberhasilan seorang produser
dan sebuah program ya disitu, walau program yang dihasilkan yang jika
dilihat oleh kalian para akademisi tidak berkualitas, tidak mendidik."
Muhammad Ikhwan,
Asisten & Planning Produser NEWS TRANS TV
interviewsource:http://rhirahma.blogspot.co.id/2015/01/konglomerasimediaditranstv.html

Influence of
Advertising
Market Model
(McManus, 1994)
Market forces require
conduct that minimizes
cost, protects the
interests of owners and
clients, and maximizes
the income-producing
audience.

RELATIONS
WITH AUDIENCE
Although the audience is the most important for the clients and
influences in the environment of any media organization, the
audience's having a low salience for many actual communicators,

HOSTILITY TO
AUDIENCE

INSULATION AND
UNCERTAINTY

IMAGES OF THE AUDIENCE

Hostility to the Audience

Schlesinger (1978:111) A tension is set up between the
professionalism of the communicator, with its implied autonomy,
and the meeting of apparent audience demands and desires, with
their implication for limiting autonomy.

Insulation & Uncertainty

The most common institutional device for making contact with the
audience (audience research) serves an essential management
function, .... but convey little that is meaningful to the individual
mass communicator (Burns, 1977; Gans, 1979). Also, the differences
of communicator's goal leaves uncertainty to the audience.

thepragmatic

thecraftoriented

theorganizationoriented

Images of the
Audience
....A construction of an
abstract image of the kind
of people they would like to
reach (Bauer, 1958; Pool and
Shulman, 1959).
Media organizations
producing spectacles as a
way of creating audiences
and generating profit and
employment. They need to
predict the interests and
likely degree of attention of
an audience.

Aspects of Internal
Structure and Dynamics
Degree of differentiation and division within the boundaries of
the organization, e.g., diversity of function, interests, personnels'
social background, and purpose.

INTERNAL DIVERSITY OF PURPOSES

Newspaper as a hybrid
organization (Engwall, 1978),
newspaper organization is
engaged in both making a
product and providing a
service.

The Influence of Personal

Characteristics of Mass Communicators
Assumption that personal characteristics of those most directly
responsible for media production will influence content, and its
dynamics to the notion of organizational or technological
determinism.