Various Type of Mass Communication Model | Solocom

This post we will talking about Model in Mass Communication.
Models in a communication can be considered as a depiction of a reality that is made as simple as possible. By studying a model of communication, according to DeVito there are several advantages that can be obtained, namely:
1. Models have organized the function, meaning that the model can sort and menghhubungkan one system with lainnyaserta system can provide a comprehensive picture
2. Models can help explain something to present information in a simple, that is to say without the model, such information can be very complicated.
3. With the possible models of the expected outcome or course of an event.

The model can be used as a statement dasare for the various alternatives and help create a research hypothesis. Below is a communication model that appeared in the decade beginning around 1940 and 1950.
A. Phase One Communications Model (one-step flow of comm.)

Mass Media Communicant

B. Two-Stage Model of Communication (two-step flow of communication)

Source of Communication Messages MedMas Opinion Leader KomKan

weaknesses:
- Individuals who are active in seeking information only opinion leaders
- Limiting the analysis process, since the process occurs in two stages komunikais or more
- The opinion leaders depend on the mass media
- Ignoring audience behavior, based on timing of the introduction of new ideh
- A variety of communication channels play a role in the acceptance phase of innovation and decision-making
- There is a separation between the public community opinion leaders with followers.

C. Many Communication Model Phase (Multi Step Flow of Comm)

Sources communicant communicant communicant MedMass

D. SR Model

Stimulus Response Message

E. Uses and Gratification Model
Basic assumptions:
- Audience is considered active
- Initiative and the selection of media on audiences
- The mass media compete with other sources
- Focusing on the use of media content

Various social factors Harapan2 Needs Gratification Needs
Psychological The Media Against Hope
Consequences of Mass Media Childbirth raises another

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Various Type of Communication Theory

24. Functional Theory

With the advent of constructivism in psychology, in recent years it became clear that language learning is well developed under the notion of cognitive and memory structures.

Language researchers began to notice that the language is a manifestation of cognitive abilities and effective way to explore the world, to connect with others and also to themselves sendirisebagai human purposes.

Moreover kaedah generative proposed under the auspices of nativism that is abstract, formal, explicit and logical, although the rule was more emphasis on language form and not at the level that is more functional than the established meaning of meaning formed from social interaction.

a. Cognition and language development

Piaget's research illustrates that the interaction between children and their environment with complementary interaction between the development of perceptual cognitive capacities with their language experience. The study deals with the relationship between cognitive development in the first language acquisition. Slobin states that in all languages, learning the meaning depends on cognitive development and more development sequence is determined by the complexity of the meaning of the complexity of the shape. According to him there are two things that determine the model:

1) On a functional basis, followed by the development of the capacity development of communicative and conceptual scheme operates in conjunction with the inner conjunctions.

2) In the formal principle, followed by the development of perceptual capacity and information processing that works in conjunction and inner schemes grammar.

b. Social Interaction and Language Development

Lately more and more evident that the language functions develop well beyond the cognitive mind and memory structures. Here it appears that the social constructivist perspective emphasizes functional. Language is essentially used for interactive communication. Therefore suitable for the study is the study of the communicative function of language, pragmatics and communicative function assessed with any variability.

25. The Social Learning Theory (Bandura)

Bandura learning theory (Albert Bandura: 1925) is a social learning theory or social cognitive and self-efficacy showed the importance of the process of observing and imitating the behavior, attitudes and emotions of others. Bandura's theory explains human behavior in the context of reciprocal interaction behavior between kognitine continuous behavioral and environmental influences. Factors is the observation that proceeds in attention, memory, motor production, motivation.

It turns out that not all behavior can be explained by pelaziman. Bandura added the concept of social learning (social learning). He questioned the role of reward and punishment in the learning process. The traditional behaviorism explain that the words were originally no meaning, paired with a heap or object that has meaning (pelaziman classic).

26. Theory of operant conditioning (Skinner)

Skinner (1904-1990), consider the rewards and rierforcement an important factor role in learning. Skinner argues that the purpose of psychology is to predict the behavior control. This theory pda teacher gift or reward high value so that the child will be more diligent. This theory is also called operant conditioning. . Operans conditioning is a process of strengthening operans behavior that can lead to such behavior can be repeated again or disappear at will.

Operant conditing stimuli.Bila not guarantee a response to stimuli showed no teacher can guide the students to direct their behavior. Teachers have a role in controlling and directing students in the learning process in order to reach the desired goal.

Skinners learning principles are:

- The results of the study should be immediately notified if any student be corrected if it is given a booster.

- The learning process should follow the rhythm of the study. The subject matter is used as a module system.

- In the process of learning more emphasis activity itself, the punishment is not used. For environments that need to be changed to avoid punishment.

- The desired behavior is rewarded educators and gifts should be given to use of a variable ratio schedule of reinforcer.

- In learning to use shapping.

27. Theory of Classical Conditioning (Pavlov and Watson)

According to the theory of conditioning (Ivan Petrovich Pavlo :1849-1936), learning is a process of change that occurs because of the requirements (conditions) that then cause a reaction (response). To be someone that we should learn to give certain conditions. The most important thing in learning by conditioning theory is the existence of a continuous exercises. The emphasis in this theory is to learn things that happen automatically.

Adherents of this theory say that all human behavior. also none other than the result of conditioning. Namely results than exercises or habits of reacting to certain syarat-syarat/perangsang-perangsang that happened in his life.

The weakness of this theory is conditioning, this theory assumes that learning only happens automatically; liveliness and personal determination to disregard. The role of exercise / habits overstated. While we know that in the act and do something, man is not solely dependent on outside influences. Me or her own personal role in selecting and determining the actions and reactions of what it will do. The conditioning theory is right that we associate with animal life. In humans this theory we can only thank in particular learning things alone; for example in learning about skills (skills) and the habituation to certain small children.

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Various Type of Communication Theory (part 4)

19. Cultural Norms Theory (Cultural Norms Theory)

The theory of cultural norms by Melvin DeFleur essence is that the mass media through the selective presentation and emphasis on certain themes, creating impressions on the audience where the cultural norms of the general topics that are formed by weighted in certain ways. Hence individual behavior usually guided by cultural norms regarding a particular thing, amak communication media will indirectly affect behavior.

20. Standpoint Theory

This theory explains that individuals experience, knowledge, and communication behavior largely shaped by the social group in which they are active (Wood, JT, 1982 in West, R., & Turner, LH, 2000). From this we can draw on systematic framework of identity-forming power of influence.

Culturally, Indonesia before independence and the early days of the nation's independence is guyub. Communality is also carried on the Islamic community collectives. We recognize the existence of the NU pesantren community, and Muhamadiyyah in the period before independence. After Suharto's policies in the 1980s era of closer to Islam, and Islamic collective community mushroomed. And the increasing number of collective community is then greatly influenced the lives of the citizens of Indonesia. It can be concluded that the influence of the global media has been reduced by the presence and influence of the collective community that has a high context culture.

21. Systematic Theory of Behavior (Hull)

Clark C. Hull follow the lead of Thorndike in his efforts to develop a theory of learning. Digunakanya principles similar to what is proposed by behaviorist stimulus-response basis and the presence of reinforcement.

Clark C. Hull put forward his theory, namely that a requirement or a "state driven" (by motive, purpose, intent, aspiration, ambition) must exist in a person who learns, before a response can be strengthened on the basis of a reduction in the requirement. In this case study the efficiency of the reduction depends on the level of satisfaction and motives that cause businesses to learn it by the responses of individuals who made it. Every object, event or situation may have value as an amplifier when it is associated with a decline to a state of deprivation (lack of) on the individual self; ie if an object, event or situation was able to answer an individual's needs at the time to respond.

The principle of reinforcement (reinforcer) using the whole situation that motivates, ranging from biological urge anyone who is a primary requirement until the results are rewarding for a person (eg: money, attention, affection, and high levels of social aspirations). So, the main principle is a need or motive must exist in someone before learning that happens; and that what is learned it should be observed by those who learned it as something that can reduce the power needs or satisfy their needs.

22. Theory Conectionism (Thorndike)

According to the theory of trial and error (trying and failing), every organism when faced with a new situation will perform actions that are not try blindly if in an attempt to try it by chance there are actions that also meets the demands of the situation , the act which happens to fit it then "held". Due to the continuous workout time used antuk do something that fits it more and more efficient.

Thus, according to Thorndike's learning through the process:

1) trial and error (trying and failing), and

2) law of effect; Which means that any behavior which means there is a satisfactory state (matched with the demands of the situation) will be remembered and studied with the best. While all behavior unpleasant repercussions will be removed or forgotten. This behavior happens automatically. Automatism in learning it can be trained with certain conditions, the animals also in humans.

Thorndike see that the organism (human being) as mekanismus; move or act only if there is a stimulant that affects him. The occurrence of automatism in learning caused by Thorndike's law of effect. In everyday life the law of effect can be seen in terms of reward or reward and also in terms of giving punishment in education. However, according to Thorndike more education is to play a role in terms of reward or reward and that is more advisable.

Because of the law of effect there was a relationship (connection) or the association between behavioral reactions that can bring something to the cost results (effect). Because of the connection between the reaction with the result that the theory Thorndike also called connectionism.

23. Theory of administration

Theoretician of the first and most influential administration is a French industrialist Henry Fayol ie in 1916, Fayol identified several management principles. These principles have been applied extensively in the design and practice of the organization and has a strong influence on the design of modern industrial and administrative organizations.

Administration theory was developed as a prescriptive guide to the appropriate use of industrial organization management rules and authority directly. Here is shown the strengths and weaknesses of the theory of administration. The basic principle of prescriptive administration theory makes the theory very pragmatic and can be applied to business organizations. Previously, because there is no universal management principles that can be applied uniformly to all circumstances of the organization, administration theory principles can be misinterpreted, contradictory and inconsistent in its use when dealing with the problems of different organizations. In addition, as will be discussed in depth at the end of this chapter, the principles of administrative theory, such as the principle of bureaucracy, often attributed as a form of rigid and insensitive to the needs of members of the organization.

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Various Type of Communication Theory (part 3)

13. Inoculation Theory (Innoculation Theory)

Inoculation theory or theories injection is initially displayed by Mcguire's take the analogy of a medical event. People who are stricken with smallpox, polio injections. Given the vaccine to stimulate the body's defense mechanism. Similarly, people who do not have information about a case or not aware of the position on the matter, then it would be easier to dipersuasi or persuaded. A way to make it so that the effect is not easily subject to "inject" the reply argument (counterarguments).

14. Cultivation Theory (Cultivation Theory)

Cultivation Theory (Cultivation Theory) is one of the theories that try to explain the relationship between communication media (in this case television) with violence. This theory was put forward by George Gerbner, former dean of the Faculty (College) University of Pennsylvania Annenberg Communication, who is also the founder of Cultural Environment Movement, based on his research on the behavior of a television audience that is associated with a variety of materials existing television programs in the United States.
 Cultivation theory basically states that addicts (spectators heavy / heavy viewers) television excessive build confidence that "the world was very scary". This is due to their belief that "what they see on television" which tend to present many violent events is "what they believed to occur also in everyday life".

More complete about cultivation theory.

15. Theory Bureaucracy

Bureaucracy theory relates to organizations that are arranged in an ideal society. Bureaucracy is achieved through the formalization of rules, structures, and processes within the organization. Max Weber (1948) is known as the father figure of the bureaucracy. According to Weber, the ideal bureaucratic organization includes eight structural characteristics.

Bureaucracy offers many powerful advantages in implementing practice standards organizations, in addition he also could restrict members of organizations and individuals working in it.

16. Theory Transactional Analysis

The theory of transactional analysis is a major work of Eric Berne (1964), who wrote the book Games People Play. Berne is a renowned psychologist of Humanism group. The theory is a theory of transactional analysis therapy is very popular and is used in almost all areas of consultation in the behavioral sciences. Transactional analysis theory has become one of the fundamental theory of interpersonal communication.
The word always refers to the process of transactions in the exchange relationship. In interpersonal communication also known transaction. Which is exchanged messages of both verbal and nonverbal.

Transactional Analysis is actually aimed to examine in depth the process of transaction (anyone involved in it and what messages are exchanged).

In every human being, as quoted by Collins (1983), has three ego states. Basic attitude of the ego which refers to the attitudes of the parents (Parent = P. exteropsychic); attitude of adults (Adult = A. neopsychic); and ego child (Child = C, arheopsychic). The third attitude by all people (both adults, children, and parents).

17. Theory Expectation Value 

Phillip Palmgreen trying to overcome the lack of attachment elements that exist in the uses and gratification theory by creating a theory called expectance-value theory (theory expectation values).

In the framework of this theory, the satisfaction that you are looking for from the media is determined by your attitude towards the media - your beliefs about what a medium can give to you and your evaluation of the material. For example, if you believe that situated comedy (sitcoms), such as Bajaj Bajuri provide entertainment and pleasure you entertained, you will find satisfaction to your entertainment needs by watching sitcoms. If, on the other hand, you believe that sitcoms presents an unrealistic view of life and you do not like it like this you will avoid having to see it.

18. Diffusion of Innovation Theory

The most prominent diffusion theory proposed by Everett Rogers and his colleagues. Rogers presents the description is interesting about the spread of the process of social change, which is composed of the invention, diffusion (or communication), and consequences. Such changes can occur at the top of the group internally or externally through contact with change agents from the outside world. Contact may occur spontaneously or from an accident, or the result of the plan part of the outside agencies that vary in time, can be short, but it often takes a long time.

In the diffusion of these innovations, the idea may take many years to be able to spread. Rogers stated that the realization of the goals of diffusion research is to find a means to shorten this delay. Once established, the consequences of an innovation will have consequences - perhaps they are functioning or not, directly or indirectly, real or latent (Rogers in Littlejohn, 1996: 336).

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