Pengenalan Komunikasi Massa Lecture 2

1. Pn Rosmiza Bidin 2008 The McGraw-Hill Companies, Inc. All rights reserved Pengenalan Komunikasi Massa –Lecture 2

2. 2008 The McGraw-Hill Companies, Inc. All rights reserved

3. Basic Terms Communication The term communication has many meanings, and has been used to refer to interaction between animals and machines as well as people. Messages might be entertainment, information, or persuasion; they might be verbal or visual, intentional or unintentional.

4. Basic Terms Communication Interpersonal communication usually refers to individuals interacting face-to-face, and includes the study of intrapersonal communication, or thought patterns that make up internal conversations we have with ourselves. Feedback: is defined as messages that return from the receiver of a message to the source of that message. Noise: is defined as anything that interferes with the communication process.

5. Basic Terms Mediated Communication Messages conveyed through a medium rather than face-to-face. Print media are books, magazines, and newspapers. Broadcast media are television and radio. Digital media are computers, the World Wide Web, cell phones, and video games. Entertainment media are all of the above plus movies and recordings.

6. Basic Terms Mass Communication Mediated messages transmitted to large, usually widespread audiences. Mass communication has potential for far greater impact than interpersonal communication.

7. Basic Terms Mass Communication Feedback is restricted in most forms of mass communication. In mass communication there is little or no feedback from individual audience members to the sender of messages.

8. Basic Terms Sponsors, editors, producers, reporters, and media executives are gatekeepers who determine what messages will be delivered, how they will be constructed and when they will be delivered.

9. Basic Terms Basic Model of Human Communication.

10. Basic Terms Traditional Model of Mass Communication

11. Basic Terms

12. Basic Terms Converged Media Model of Communication

13. Basic Terms Converging Communication Media Convergence is merging of technologies, industries, and content. The convergence of technologies refers to the merging of computer, telephone, and mass media technologies, such as Blackberries, Treos, and multiuse cell phones. The convergence of industries refers to the idea of corporate mergers that allow companies to combine their media technologies, such as a cable TV company acquiring Internet and telephone divisions.

14. Basic Terms Converging Communication Media The convergence of content is a natural extension of technological convergence. It involves the bringing together of mediated interpersonal messages, including telephone and e-mail, with the messages of traditional mass communication, such as text and television e.g. the social networking site Facebook.

15. Media History Technology and Change: The Telegraph New media technology has changed society at many points in history. Telegraph introduced in 1844 by Samuel Morse.

16. Media History Milestones in Media History timeline

17. Media History Inverted pyramid style of news writing was response to telegraph’s unreliability. In the inverted pyramid style of news writing, the most important facts (who, what, when, where and how) are squeezed into the first paragraphs of the story.

18. Media History The Associated Press was formed in 1848 when six New York newspapers agreed to share one correspondent in Boston. The AP eventually became a nationwide association in which hundreds of papers shared their local news and correspondents. Journalistic objectivity began when competing newspapers with divergent viewpoints shared one correspondent.

19. Understanding Today’s Media Industry American Media Products Dominate the Global Scene Freedom of expression in the U.S. allows a wide range of movies, books, and other media products to be created on a variety of topics. The American notion of freedom has been embraced internationally. When children are exposed to violence and pornography many critics consider media freedom in the U.S. to be a mixed blessing.

20. Understanding Today’s Media Industry U.S. media is produced for a diverse audience that incorporates a wide range of backgrounds and tastes. The U.S. is admired for technological achievements. People in most countries enjoy U.S. movies, music, and television programs. Many countries accuse the U.S. of cultural imperialism. U.S. ideas and customs are often disliked and seen as the ultimate propaganda weapon.

21. Understanding Today’s Media Industry Foreign Media in the U.S. Foreign companies have purchased a considerable portion of U.S. media. French, Italian and Chinese films, among others, are often of exceptional quality and inspire American directors. British pop groups and British television have been extremely influential in the U.S.

22. Understanding Today’s Media Industry Reasons for Corporate Media Growth Economies of scale are the savings that come with mass production. Synergy refers to any combination of forces that results in a whole that is more than the sum of its parts. NBC Television bought the Spanish cable network Telemundo to combine NBC’s programming executives with Telemundo’s experts in reaching the international Spanish-speaking audience.

23. Understanding Today’s Media Industry Not all plans for synergy work out. AOL merged with Time-Warner for the synergies that would result when AOL’s Internet experts began working with Time-Warner’s information and entertainment experts. The merger cost stockholders billions of dollars as AOL’s business lost value and Time-Warner could do nothing to help it.

24. Understanding Today’s Media Industry Cross merchandizing or cross promotion is another form of synergy. Movie studios buy publishing houses so they can sell their stories in both movie and print form. Television networks purchase much of their programming from movie studios. Radio stations are largely dependent upon recorded music.

25. Understanding Today’s Media Industry Global competition favors larger companies Most movies, books, records, and television programs lose money. Most new magazines fail within a year or two. New products have to be developed constantly. When a product becomes a moneymaker the corporation has to exploit it in as many markets as possible. Time Warner produced blockbuster films and best-selling toys based on characters from the fantastically successful Harry Potter books.

26. Understanding Today’s Media Industry Groups and Conglomerates One way that media companies grow is through group ownership (also called chain ownership). Many newspapers, television and radio stations, movie studios and movie theaters are part of a group where one company owns the same type of medium in more than one market area. Conglomerates are large companies involved in many different types of businesses. Most conglomerates form through a combination of vertical integration, horizontal integration.

27. Understanding Today’s Media Industry Vertical Integration Vertical Integration occurs when companies own both production and distribution facilities, as in any of the columns above.

28. Understanding Today’s Media Industry Horizontal Integration Horizontal Integration occurs when a company owns many different types of businesses, as in any of the columns above.

29. Understanding Today’s Media Industry Media Conglomerates A media conglomerate describes companies that own large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet. It is also referred to as media institutions and media groups. As of 2009, in terms of Revenue, The Walt Disney Company is the world's largest media conglomerate, with Time Warner and News Corporation ranking second and third respectively 

31. Understanding Today’s Media Industry Microsoft has a global monopoly because more that 90 percent of all computers are equipped with one of their Windows operating systems. An oligopoly is a small number of companies that dominate an industry. Six movie studios produce 90 percent of U.S. film revenues. Four major music companies receive 80 percent of recording revenues. Some media are owned by entrepreneurs who start local newspapers, book publishing houses, magazines, small independent movie companies, and advertising agencies.

32. Understanding Today’s Media Industry Media and governments around the world In communist countries such as China, North Korea, and Cuba the media is owned and operated by the government. The great majority of countries in the world have either a government owned or government controlled media system. The U.S. has a mixed model in which most media are privately owned but regulated by the government.

33. Understanding Today’s Media Industry Media and the audience Writers, editors, directors and producers might have a particular message in mind but the audience decides what the final meaning is. All media products survive by audience preference. Audience acceptance establishes new technology. Audience members wield power when they band together as consumer groups.

34. Media Controversies Impact issues deal with how the media affect society and how they affect individuals within society. Legal issues deal with media practices that are governed by law such as libel, invasion of privacy, and antitrust actions. Ethical issues deal with the idea of whether certain media practices are right or wrong from a moral point of view. Impact, legal, and ethical issues are related.

35. Sejarah Media Malaysia Media Cetak 1805 Akhbar Inggeris pertama “The Prince of Wales” 1845 “The Straits Times” Melaporkan berita mengenai Eropah dan menjadi rujukan kepada para peniaga dan golongan tertentu sahaja. Akhabr lain :The Malayan Tribune, Sabah Times, North Borneo News etc

36. Sejarah Media Malaysia Media Cetak 1876 Akhbar melayu “Jawi Peranakan” 1957 “Utusan Melayu” (Singapura) 1967 “Utusan Malaysia” dilancarkan Penyebar semangat nasionalisme Melayu pada zaman sebelum merdeka

37. Sejarah Media Malaysia Media Cetak 1815 “Chinese Monthly Magazine” untuk sebar Kristian, haram di China 1822 1881 “Lat Pau” pertama bahasa Cina 1923 “Nanyang Siang Pau” dan “Sin Chew Jit Poh” untuk iklan barangan Kesedaran politik mendalam terutama mengenai Tanah Besar China

38. Sejarah Media Malaysia Media Cetak 1875 “Singai Warthanani” 1960 “Tamil Malar” “Thinamani” “Tamil Osai” Semasa pendudukan Jepun, kesemua akhbar dihentikan penerbitan

39. Sejarah Media Malaysia 2008 The McGraw-Hill Companies, Inc. All rights reserved Media Elektronik 1921 radio Malaysia bermula. Johor Wireless Society – freq 300 meter 1930 penyiaran gelombang pendek 2x semingu The Malayan Wireless Society 3x seminggu dr Bukit Petaling freq lebih 325 meter Inggeris – The Malayan Broadcasting Authority Jepun di Perang Dunia Kedua – hentikan semua 1946 – Jabatan Penyiaran Radio tertubuh apabila British kembali berkuasa

40. Media Cetak Malysia Kesampaian (reach) media kepada hampir 14 juta penduduk Malaysia berumur 15 tahun ke atas pada 2007 - TV (keseluruhan) 93.4 % - TV biasa (FTA) 83.4 % - Radio 79.4 % - TV berbayar 31.7 % - Akhbar 55.1 %

41. - Majalah 27.3 % - Internet 18.3 % - Power screen 3.8 % - Panggung wayang 4.2 % (Media Planning Guide 2008)

42. Penerbitan akhbar Pada tahun 2007 terdapat: - 18 akhbar Bahasa Inggeris - 17 akhbar Bahasa Cina - 13 akhbar Bahasa Melayu - 3 akhbar Bahasa Tamil - 1 akhbar Bahasa Jepun (harian dan Ahad)

43. Edaran akhbar 2007 Bahasa Melayu Mingguan Malaysia 459,793 Berita Minggu 305,256 Metro Ahad 314,321 Harian Metro 289,315 Utusan Malaysia 197,033 Berita Harian 192,917 Kosmo! Ahad 109,892 Kosmo! 108,798

44. Bahasa Inggeris Sunday Star 322,741 Star 309,181 Sun (percuma) 256,486 New Sunday Times 153,409 New Straits Times 139,763 Malay Mail 20,816

45. Bahasa Cina Sin Chew Daily 357,163 China Press 231,539 Guang Ming Daily 186,904 Nanyang Siang Pau 114,049 Oriental Daily News 102,500 Kwong Wah Yit Poh 70,581

46. Pembaca akhbar 2007 Bahasa Melayu Harian Metro 1,981,000 6.8 Metro Ahad 1,964,000 6.2 Mingguan Malaysia 1,854,000 4.0 Berita Minggu 1,453,000 4.8 Berita Harian 1,271,000 6.6 Utusan Malaysia 1,099,000 5.6 Kosmo! 406,000 3.7 Kosmo! Ahad 269,000 2.4

47. Bahasa Inggeris Star 1,122,000 3.6 Sunday Star 1,014,000 3.1 New Straits Times 330,000 2.4 New Sunday Times 295,000 1.9 Sun (percuma) 218,000 0.8 Malay Mail 49,000 2.4

48. Bahasa Cina Sin Chew Daily 1,170,000 3.2 China Press 659,000 2.8 Guang Ming Daily 400,000 2.1 Nanyang Siang Pau 250,000 2.2 Kwong Wah Yit Poh 249,000 3.5

49. Penerbitan majalah Pada tahun 2007 terdapat: - 22 majalah diterbitkan setiap minggu - 26 majalah diterbitkan 2 minggu 1X - 177 majalah diterbitkan setiap bulan - 42 majalah diterbitkan 2 bulan 1X

50. Pada tahun 2007 terdapat: - 120 majalah B. Inggeris - 80 majalah B. Melayu - 62 majalah B. Cina - 2 majalah B. Tamil - 2 majalah B. Jepun

51. Pengedaran majalah 2007 Bahasa Melayu - Mastika 234,720 - Mingguan Wanita 138,978 - Dewan Pelajar 130,000 - Dewan Siswa 110,000 - Mangga 101,568 - Bacaria 90,000 - Klik 90,000

52. Bahasa Inggeris - Readers Digest 131,555 - Adsvantage 120,000 - Going Places 100,000 - KL Lifestyle 74,394 - Cine Fashion 72,000 - CLEO 56,094 - Female 50,000

53. Bahasa Cina - Toyota Touch 180,000 - Ering 65,000 - Feminine 60,000 - Comic Weekly 60,000 - Mom Baby 48,000 - Nuyou 43,000 - Traveller’s Digest 42,576 - Mami Baby 42,000

54. Media Elektronik Malaysia Pada tahun 2007 terdapat 61 stesen radio di Malaysia (over the air), 29 stesen milik swasta - 38 Bahasa Melayu - 12 Bahasa Inggeris - 4 Bahasa Cina - 2 Bahasa Tamil - 1 Bahasa Arab

55. Stesen kepunyaan kerajaan - 5 nasional: Nasional (BM), Muzik (BM), Traxx (BI), AiFM (BC), Minnal (BT) - 27 regional: 15 Semenanjung, 5 Sabah, 7 Sarawak KLFM, Kedah FM, Terengganu FM, NSFM, Selangor FM, Perak FM, Perlis FM, Melaka FM, Mutiara FM, Asyik FM, Johor FM, Klasik FM, Langkawi FM, Kelantan dan Pahang

56. Sabah - Sabah FM (BM, BI, BC, B Bajau, B Murut, B Dusun, B Kadazan), Tawau FM, Sandakan FM, Labuan FM dan Labuan FM

57. Sarawak - Sarawak FM (BM, BI, BC, B Iban, B Bidayuh), Seri Aman FM, Sibu FM, Miri FM, Limbang FM, Red FM dan Wai FM

58. Radio swasta (over the air) - Radio Wanita: Wanita FM - Media Prima: Fly FM dan Hot FM - Suara Johor: Best 104 (1st private station) - STAR Rfm: 988 (BC), Red 104.9 (BM, BI) - Husa Network: Manis FM (Kelantan) - Kristal Harta: Cats Radio (Sarawak) - Institut Kefahaman Islam M’sia: IKIM FM - Bernama: Radio 24 - Capital: Capital Radio

59. Radio swasta (AMP over the air) - ERA, THR, Sinar, Xfresh, Lite, Mix, Hitz dan MY - Berbayar – Opus, Melody, Jazz, Osai, Classic Rock, Varia, Musiq’a, Nostalgia, Indian Beat, dan Golden Oldies

60. Radio swasta (over the air) - Radio Wanita: Wanita FM - Media Prima: Fly FM dan Hot FM - Suara Johor: Best 104 (1st private station) - STAR Rfm: 988 (BC), Red 104.9 (BM, BI) - Husa Network: Manis FM (Kelantan) - Kristal Harta: Cats Radio (Sarawak) - Institut Kefahaman Islam M’sia: IKIM FM - Bernama: Radio 24 - Capital: Capital Radio

61. Radio swasta (AMP over the air) - ERA, THR, Sinar, Xfresh, Lite, Mix, Hitz dan MY - Berbayar – Opus, Melody, Jazz, Osai, Classic Rock, Varia, Musiq’a, Nostalgia, Indian Beat, dan Golden Oldies

62. Pendengar radio kerajaan – 2007 Klasik nasional – 1,305,000 Muzik – 969,000 Kedah FM – 827,000 Kelantan – 769,000 Minnal – 614,000 AiFM – 574,000 Perak FM – 468,000

63. Pendengar radio swasta – 2007 ERA – 5,223,000 Hot – 3,964,000 THR – 2,670,000 Sinar – 2,387,000 MY – 2,203,000 988 – 1,536,000 Hitz – 1,297,000

64. Pada tahun 2007 terdapat 6 stesen TV biasa dan 1 stesen TV satelit dan 2 Internet TV: - Kerajaan, RTM – TV1 & TV2, - Swasta, Media Prima – TV3, nTV7, TV8 dan TV 9 - Satelit – Astro: 40 saluran TV - Internet TV: murai.com, gua.com

65. Sasaran TV Media Prima TV 3 – Malay audience with progressive mindset nTV 7 – Malaysian urban household, 25 – 45 years old, kids and Chinese TV 8 – Young Malaysian urban, Chinese, 15 – 24 years old TV 9 – ‘Traditional’ Malay audience

66. TV audience share – 2007 (13.9 mil.) TV 3 32.7 % ASTRO 30.8 % TV 2 8.9 % TV 9 8.1 % TV 1 7.7 % nTV 7 6.5 % TV 8 5.3 %

67. Pelanggan ASTRO 2,404,000 (Sept. 07) Pada 2007 ASTRO melabur RM141j untuk menyiarkan 26 % rancangan terbitan tempatan dan 74 % rancangan import Awal 2008 ASTRO menerbitkan 3,894 jam rancangan tempatan Kini ASTRO mempunyai lebih 110 saluran

68. Jumlah rancangan TV seminggu  (Ogos 2002) Item/Stesen TV1 TV2 TV3 nTV7 Jumlah ranc. 261 184 236 215 Jumlah masa (jam) 132 111 137 127 Ranc hiburan (% masa) 36.5 60.5 57.2 55.0 Ranc maklumat 23.3 38.2 18.8 20.9 Berita 19.0 10.5 12.0 9.9

69. ASTRO Astro Satu konsortium yg dimiliki oleh T.Ananda Krishnan Shareholders Khazanah Nasional Berhad, Bumiputra Trust, Usaha Tegas Entertainment Systems Sdn Bhd Satu kump. Multimedia, satelit tv (DTH satellite pay tv), Radio Broadcasting dan juga ‘magazine publishing operations’ Moto ‘Mempesonakan Kehidupan’Astro Satu konsortium yg dimiliki oleh T.Ananda Krishnan Shareholders Khazanah Nasional Berhad, Bumiputra Trust, Usaha Tegas Entertainment Systems Sdn Bhd Satu kump. Multimedia, satelit tv (DTH satellite pay tv), Radio Broadcasting dan juga ‘magazine publishing operations’ Moto ‘Mempesonakan Kehidupan’

70. Sistem Astro Sistem satelit – MEASAT (Malaysia East Asia Satellite) dilancarkan pada 13 January 1996 Menggunakan (KU-band spot beams) Meliputi seluruh Malaysia, South Asia, East Asia merangkumi India, Philipines, Vietnam, Indonesia, Taiwan, S’pore dan juga Brunei Sistem ‘KU-band spot beams’ membolehkan ia ‘target specific markets’ Pusat Khidmat Astro – All Asia Broadcast Centre (ABC), Bukit Jalil.Sistem satelit – MEASAT (Malaysia East Asia Satellite) dilancarkan pada 13 January 1996 Menggunakan (KU-band spot beams) Meliputi seluruh Malaysia, South Asia, East Asia merangkumi India, Philipines, Vietnam, Indonesia, Taiwan, S’pore dan juga Brunei Sistem ‘KU-band spot beams’ membolehkan ia ‘target specific markets’ Pusat Khidmat Astro – All Asia Broadcast Centre (ABC), Bukit Jalil.

71. Sistem ‘KU-band spot beams’ membolehkan ia ‘target specific markets’ dan mengelakkan ‘Outage’ ‘Life Span’ – 12 tahun Pusat Khidmat Astro – All Asia Broadcast Centre (ABC), Bukit Jalil.

72. Perkhidmatan 40 siaran televisyen 16 channel radio 5 FM radio dalam digital format Aplikasi Interaktif meliputi Astro Stocklink TV SMS Pay Per View (Season Pass) Distant Learning Home Shopping Home Banking Downloads Capabilities 40 siaran televisyen 16 channel radio 5 FM radio dalam digital format Aplikasi Interaktif meliputi Astro Stocklink TV SMS Pay Per View (Season Pass) Distant Learning Home Shopping Home Banking Downloads Capabilities

73. Astro telah mencapai ‘target’ 1,000,000 pengguna pada Mei 2003. Hasil promosi - One In A Million Mengurangkan kadar pemasangan serta kadar bulanan Pembayaran mudah melalui bank serta kad kredit Memberikan program-program luar negara yg bermutu (Discovery Channel, Tech TV) Program-program yang eksklusif (Anugerah Era, siaran langsung sukan) Astro telah mencapai ‘target’ 1,000,000 pengguna pada Mei 2003. Hasil promosi - One In A Million Mengurangkan kadar pemasangan serta kadar bulanan Pembayaran mudah melalui bank serta kad kredit Memberikan program-program luar negara yg bermutu (Discovery Channel, Tech TV) Program-program yang eksklusif (Anugerah Era, siaran langsung sukan)