Kajian Media

1. Kajian Media .

2. Pluralist view General Assumptions: • Society composed of diverse groups who come together to lobby for and represent their interests before government. This diversity of interests gives balance and strength to the overall society. And all voices can potentially be heard. • The power of groups to represent their interests is roughly equal. No one group can dominate any particular issue all of the time. • The government acts as an impartial referee on behalf of the general good, helping to achieve fair and just compromises to competing claims. • Political life (at the level of the citizen and at the institutional level) is independent from economic life. Rich and poor are equal in the face of government and law. • The exercise of power is visible

3. Pluralist view Media Assumptions: • Media help to give voice to all views and to provide a forum for public debate. • Media provide the information necessary for citizens to act. • Media are independent of the power of economics and government. • Media serve as an independent institution keeping watch over self-serving government and excessive influence of special interest groups. • Assumes an information as opposed to a social constructivist model of communication.

4. Pluralist view • Media organizations are seen as bounded organizational systems, enjoying an important degree of autonomy from the state, political parties and institutionalized pressure groups • autonomous managerial elite who allow a considerable degree of flexibility to media professionals • Audiences are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs and dispositions Curran and Gurevitch (1982)

5. Pluralist model • Media is seen as an arena of competing groups and interest, yet relatively outonomous from them

6. Marxist view • The ideas of the ruling class are in every epoch the ruling ideas, i.e. the class which is the ruling material force of society, is at the same time its ruling intellectual force. The class which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it (Marx, 1999: 17)

7. Marxist view Media Assumptions: • Mass media owned by bourgeois class • Media operated in their class interest • Media promote working-class false consciousness • Media access denied to political opposition

8. Marxist view • the media are seen as part of an ideological arena in which various class views are fought out, although within the context of the dominance of certain classes • ultimate control is increasingly concentrated in monopoly capital • media professionals, while enjoying the illusion of autonomy, are socialized into and internalize the norms of the dominant culture • the media taken as a whole, relay interpretive frameworks consonant with the interests of the dominant classes • and media audiences, while sometimes negotiating and contesting these frameworks, lack ready access to alternative meaning systems that would enable them to reject the definitions offered by the media

9. Marxist view Marxist Approach to the media: • structuralist approach - where the emphasis is on the 'internal articulation of the signifying systems of the media' • political economy approach - who see the power of the media as located in the economic processes underlying media production. • culturalist approach - where the media are seen as a powerful influence in shaping public consciousness

10. Pluralist Societal: competing interest and groups Media: many and independent each other Production: creative, free, original Content: diverse and competing, responsive to audience demand Marxist Societal: ruling class or elite Uniform and under concentrated ownership Standardized, routinized, controlled Selective and decided from ‘above’ Pluralist vs marxist

11. Pluralist Professionals: independence and autonomous Audience: fragmented, selective, reactive & active Effects: numerous without consistency or predictability of direction, but often no effect Keywords:democracy, liberalism Marxist illusion of autonomy, socialized into and internalize the norms of the dominant culture Dependent, passive, organized on large scale, lack of access Strong and confirmative of established social order Keywords: domination Pluralist vs marxist

12. Kajian Media

13. A Media-Culturalist Perspective that gives primary attention to media content and form to the subjective reception of media messages as influenced by the immediate personal environment

14. A Media-Materialist Approach thar emphasizes the organizational, financial and technological aspect of the media • A Social-culturalist perspective that emphasizes the influence of social factors on media production and reception and the functions of the media in social life

15. A Social-materialist perspective that sees media and their contents mainly as a reflection of political economic and material forces and conditions (McQuail, 2007)

16. Referensi Barker, Chris: (2000) Cultural Study; Theory and Practice, Sage Publications, London-Thousand Oaks-New Delhi. Durham, Meenakshi & Kellner, Douglas (eds.): (2001) Media and Cultural Studies; Keyworks, Blackwell, Massachusetts - Oxford. Downing D.H John, Edt, The SAGE Handbook of Media Studies, (2004) Sage Publication, California Fiske, John: (1990) Introduction to Communication Studies, Methuen, London.

17. Referensi Gurevitch, M, et al.(eds.): (1982) Culture, Society, and the Media, Methuen, London Mc Quail, Dennis,(2005), Mass Communication Theory, Sage Publication, London Rayner, P, et al.: (2001) Media Studies: The Essential Introduction, Routledge, London Shoemaker. J Pamela & Stephen D Reese, (1996) Mediating Message, Longman Publisher USA, New York. Turnock, Rob (1990), Television and Consumer Culture, (2007) IB Taurist & Co Ltd, London