Professional Documents
Culture Documents
THEORY
TYPOLOGY OF MEDIA EFFECTS
INTENTIONALITY
Planned Effects
•
Propaganda
• Individual response • Diffusion in
development
• Media
campaign • News
• News diffusion
• Diffusion of innovation
learning •
Framing • Distribution of
• Agenda knowledge
Shor Long
TIME
t setting term
term • Social control
• Socialization
• Individual • Event
reaction outcomes• Reality
• Collective
reaction defining
• Institutional
• Media
violence change
• Cultural
Unplanned Effects change
TYPOLOGY OF MEDIA EFFECTS
Agenda-setting
Proses dimana perhatian diberikan pd
item2/ isu2 dlm liputan media
mempengaruhi urutan tatanan
kesadaran publik pd isu2 & atribusi yg
signifikan
Framing
Pengaruh pd publik pd news angles,
kerangka tafsir & ‘spin’ yg
mengkontekstualisasikan peristiwa2 &
laporan2 berita
TEORI AGENDA-SETTING
MAXWELL MC COMBS & DONALD SHAW
Pokok pemikiran teori ini berkaitan dg fungsi
belajar dr media massa. Diasumsikan bahwa
khalayak tidak hanya mempelajari isu-isu
pemberitaan, tp jg mempelajari seberapa besar
arti penting diberikan pd suatu isu atau topik
berdasarkan cara media massa memberikan
penekanan thdp isu atau topik tsb
Hal-hal yg dipandang penting oleh media,
kemudian dipandang penting jg oleh khalayak.
Dengan kata lain agenda media kemudian
menjadi agenda khalayak/ publik
Efek agenda-setting
Level 1: agenda-setting (what to think)
Level 2: priming (how to think about)
TEORI AGENDA-SETTING
ISSUES DIFFERENTIAL CONSEQUENT PUBLIC
MEDIA ATTENTION PERCEPTION OF
ISSUES
X1 X1
X2
X2
X3 X3
X4
X4
X5 X5
X6
X6
AGENDA AGENDA
MEDIA PUBLIC
TEORI AGENDA-SETTING
Rogers & Dearing’s model of differential agenda-
setting
MEDIA
GATEKEEPERS & INFLUENTIAL
C
u Group
l frame
t
u
r
e Real-world
indicators