1411ACT10 s49 Draft

Course : Advanced Communication Theory (1411ACT10)
elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies
LSPR eLearning Program
Session Topic : New Fields of

Communication Theory
Course: Advanced Communication Theory

By Dr. Rino Boer Ph.D
Content
Part 1
Overview
Part 2
Internet Communication
Part 3
Gate Keeping, Credibility & Media Online
Part 4
Networks, Uses & Gratifications & Diffusion of

Innovations
Part 5
Future research
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- 1411ACT10-
Hal 3
Part1: Overview
Topik baru: Kajian teori komunikasi
Beberapa topik baru yang menarik untuk kajian teori

komunikasi,
1.
2.
3.
4.
5.
Internet Communication (today)

Political Communication
Public Relations & Integrated Communication
Health Communication
Feminist Theory & Research
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Hal 5
Marketing Rules: Changing
It was
Its now
Pushing message to client

One way message
Pulling client to the message

Interactive conversation
Business generated content

Interrupt client- direct immediate
action
User generated content
Attention economy
Hard to measure results
Attraction economy
Real time metrics
Coveting information
Sharing information
Charging for entry block entry
Giving free e-books, product
No.
1
2
3
4
5
Engage, build relationship
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Hal 6
Quote: Rupert Murdoch
To find something comparable,

you have to go back 500 years
to the printing press, the birth of
mass media.
Technology is shifting power away
from editors, the publishers, the
establishment, the media elite.
Now it's the people who are
taking control.
Rupert Murdoch, quoted in Wired, July 2006
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Keith Rupert Murdoch

Chairman & CEO, News
Corporation (19792013)
Executive Chairman of
News Corp (2013present)
Hal 7
xxx: xxxx
Part2: Internet Communication
Internet, Technology: Facts
>Internet : FOURTH TYPE of mass medium selain

print, television, dan radio.
>Teknologi : mengubah 2 hal ini. Bekerja menjadi :
1. Lebih cepat high speed technologytime based!
2. Dapat dilakukan dimana saja wireless internet
connectionlocation based!
Pengguna internet meningkat di seluruh dunia dari
waktu ke waktu.
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Hal 9
Facts: Social Media Transforms - Socialnomics (2014) by Erik Qualman
Marriage: One out of eight couples

married in the U.S. in 2013 met via
social media
Years to reach 50 million users
Radio: 38 years
TV: 13 years
Internet: 4 years
iPod: 3 years
Facebook: 100 million users in
less than 9 months
iPod: application downloads 1
billion in 9 months
LinkedIn.com : Used by 80% of
companies as their primary tool to
find employees
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Hal 10
Facts: Social Media Transforms - Socialnomics (2014) by Erik Qualman
Ashton Kutcher and Ellen

DeGeneres: have more Twitter
followers than the entire population
of Ireland, Norway and Panama
Wiki: Studies show Wikipedia is more

accurate than Encyclopedia
Britannica
Peer vs ads: 78% of consumers trust

peer recommendations, only 14 %
trust advertisements.
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Hal 11
12
Internet: Penggunaan
Q: Apa yang dilakukan orang dengan internet

?
A: 2 hal,
1. Menjadi sumber berita dan informasi yang
utama.
2. Menggantikan peran media tradisional untuk
kedua hal itu !
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Hal 12
13
Internet: Sebagai kajian ilmiah
Peralihan pengguna dari media tradisional

ke media internet menjadi dasar dari
banyaknya tulisan ilmiah tentang internet
yang kini dibuat.
Ruang yang ada masih sangat terbuka
untuk mengembangkan teori komunikasi
yang berbasis internet penelitian akan
lebih bersifat eksploratif !
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Hal 13
14
Internet: Sebagai kajian ilmiah
Beberapa kajian tentang internet yang dibahas,

1. Gate Keeping Challenges
2. Gaining Credibility
3. Media agenda setters
4. Hyperlink networks
5. Revitalizing uses & gratifications
6. Diffusion of innovations* (tidak hanya berlaku
pada internet)
Methodologies akan dibahas di next semester!

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Hal 14
Part3: Gate Keeping, Credibility & Media Online
16
1. Gate Keeping Challenges: Background
Salah satu perubahan penting akibat internet terhadap

komunikasi adalah PERUBAHAN MEDIA/ CHANNELS sebagai
pembawa berita/content.
Gatekeeping study
Di mulai oleh Whites (1950) yang disebut sebagai Mr.
Gates.
Studi tentang bagaimana berita/content disaring sebelum
dipublikasikan.
Berbagai studi yang dilakukan menunjukkan hingga tahun
1990-an, fungsi dan peran gatekeeper di media
tradisional tidak tergoyahkan.
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Hal 16
17
1. Gate Keeping Challenges: Changes
Perubahan terjadi,
Ketika internet mulai dikenal sehingga
kini focus towards the changes of the
entire media environment!
Terutama pada online news, yang
tahapnya dimulai dari:
1. Concern terhadap kecepatan
penyajian dan kelengkapan berita
versi online.
2. Hingga ke bagaimana menciptakan
engagement dengan publik melalui
berita yang dimuat.
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Hal 17
18
1. Gate Keeping Challenges: Contoh & Implikasi
Pemberitaan kasus perselingkuhan Clinton

Lewinsky (1998) menunjukkan gatekeeping
tidak lagi dapat mengkontrol dan membentuk
opini yang berkembang di masyarakat >
media online telah mengambil peran
gatekeeping di media tradisional!
Implikasi lain:
Batasan antara jurnalist profesional dan
citizen journalist menjadi samar !
Kualitas pemberitaan (mungkin) berkurang
Peranan gatekeeping mengatur flow of
news serta mempengaruhi wacana publik
kini telah digantikan oleh citizen journalist!
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Hal 18
19
1. Gate Keeping Challenges: Ciri
Ciri pemberitaan di media tradisional:

kelengkapan serta kemampuannya untuk
memberikan gambaran objektif tentang
fakta/peristiwa !
Media online: fragmented, (dapat) berubah
setiap saat serta dipengaruhi oleh
pendapat/komentar dari orang lain.
Q: Which sources do you rely for tech-related info,

trends, news, reviews & opinions ?
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Hal 19
1. Gate Keeping Challenges: Fragmented Media Environment U.S. B2B Tech

buyers response
20
IDG Research findings of 3000+ B2B U.S. Tech consumers: (in 2012)
Most U.S. consumers choose technology websites for tech news and info (87%)
About half seek out tech-related print media (52%) or tech blogs (49%).
Farther down the list are video-sharing sites and social/business networking sites
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Hal 20
21
2. Gaining Credibility : Media Online
Media online penuh dengan Hoax dan rumors !

Sebagian orang meragukan kredibilitas berita
online karena hal tersebut.
Hasil penelitian
Johnson & Kaye (1998) > untuk informasi politik,
online berita lebih kredibel daripada media
tradisional.
Flanagin & Metzger (2000) > diantara media
tradisional hanya surat kabar yang masih
dianggap lebih kredibel dari infomasi online.
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Hal 21
22
2. Gaining Credibility : Media Online
Seiring dengan meningkatnya penggunaan media

sosial (khususnya Blog), kredibilitas informasi online
menjadi lebih besar dibanding media tradisional.
Q: Kenapa berita online dianggap lebih kredibel?
A: Berita online dianggap memberikan greater diversity of
information dan persepsi tentang netralitas yang lebih baik!
Dari hasil studi terhadap pemberitaan media online saat
perang Amerika di Irak.
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Hal 22
23
3. Media Agenda Setters: Penelitian
Berbagai penelitian tentang media massa menyimpulkan

bahwa jurnalist di media tradisional tidak hanya kehilangan
perannya sebagai gatekeeper, tetapi juga perannya sebagai
pembentuk agenda publik!
Q: Mengapa media online mengambil alih peran

gatekeeper di media tradisional?
A: Studi Tremayne (2007) > Media sosial memberikan
pengaruh yang besar ketika ia mampu menciptakan BUZZ
atas berita yang dimuat didalamnya!
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Hal 23
24
3. Media Agenda Setters: Beberapa kajian menarik!
Perlmutter & McDaniel (2005): Blog khususnya telah

mengubah fokus penelitian yang semula fokus pada the
sexy dan hot aspek dari perkembangan teknologi
mediakepada fungsi blog sebagai sumber pemberitaan
kepada publik.
Song (2007): Ada interaksi antara media tradisional

dengan media online ketika berita di media online
kemudian dapat diolah oleh gatekeeper menjadi
pembentuk agenda setting di media tradisional. Atau
ketika terjadi hal sebaliknya.
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Hal 24
Part4: Networks, Uses & Gratifications & Diffusion of

Innovations
26
4. Hyperlinking Networks: Kekuatan media online
Kekuatan media online adalah dalam penciptaan BUZZ serta

pembentukan agenda publik yang pada akhirnya dapat berpengaruh
pada pemberitaan di media tradisional.
Contoh di beberapa kasus:
Prita Mulyasari - Omni International Hospital, Tangerang, west
Jakarta (2008)
Bibit-Chandra (2009) sebagai komisioner KPK,
Penggalangan dana buat Satinah, TKW yang dihukum mati di Arab
Saudi
menunjukkan kebenaran statement di atas.
Karakteristik penting yang membuat semua itu bisa terjadi adalah
aspek INTERACTIVITY yang ada di media online.
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Hal 26
27
4. Hyperlinking Networks: Kasus Prita Mulyasari (2008)
Prita Mulyasari is an Indonesian housewife and mother of two who

in 2008 was a patient at Omni International Hospital, Tangerang,
West Jakarta, for an illness that was misdiagnosed as dengue
fever, whereas she actually had mumps.
Her complaints about her misdiagnosis started as a private email
that went viral and she was jailed after losing a civil defamation
suit taken by the hospital in 2009.
Support from a group on MySpace attracted considerable
support as well as Indonesian blog sites
The case brought attention to clauses of the Indonesian Information
and Electronic Transaction Law, are currently being challenged
and questioned as a result of Prita Mulyasari's case
Prita was fined 204 million rupiah (US$ 20,500), causing support
for her to grow stronger.
A mailing list and Facebook group called "KOIN UNTUK
PRITA" started raising money from people throughout Indonesia.
People started collecting coins to help Prita to pay the fine.
Seeing the huge support for Prita, Omni International Hospital
dropped the civil lawsuit.
The Indonesian Supreme Court in June 2012 overturned Prita's
conviction and jail sentence.
Source: Wikipedia (2014)

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Hal 27
28
4. Hyperlinking Networks: Kasus Bibit-Chandra KPK (2009)
In September 2009, two KPK deputy chairmen Chandra Hamzah

and Bibit Samad Rianto, who had been suspended in July 2008,
were arrested on charges of extortion and bribery.
The two men denied the charges, saying they were being framed
to weaken the KPK.
There were demonstrations in several cities in support of the men
and a support campaign on the Facebook social networking site
gathered one million members.
On 2 November 2009 president Susilo Bambang Yudhoyono
established a team to look into the allegations.
The following day, during a hearing at the Indonesian
Constitutional Court, dramatic tapes were played of bugged
phone conversations apparently revealing a conspiracy to
undermine the KPK.
The names of businessman Susno Duadji as well as Deputy
Attorney General Abdul Hakim Ritonga and a businessman,
Anggodo Widjojo, were mentioned in the tapes.
Bibit and Chandra were released later the same day.
Source: Wikipedia (2014)
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Hal 28
29
4. Hyperlinking Networks: Kasus Satinah (2014)
Indonesia paid $1.8m (1m) in blood money to prevent an

Indonesian maid being executed in Saudi Arabia.
The maid, known as Satinah, was due to be beheaded in April
2014 after being found guilty of murdering her female employer
seven years ago.
A campaign in Indonesia by the 41-year-old's family and
supporters had raised some of the money needed to compensate
the victim's family.
The Indonesian government decided to provide the rest.
Satinah hit her female boss, Nura al-Garib, in September 2007.
Her employer fell into a coma and died later in hospital.
After the attack, Satinah fled with nearly 40,000 riyals
($10,700), but was caught.
In her defence, she claimed that her employer had treated her
badly. Satinah said she had only hit her boss because she had
grabbed her hair and banged her head against a wall.
The campaign to raise the blood money in Indonesia involved
politicians, celebrities and civil society organisations.
The victim's family reduced the amount needed but, just days
before the execution was due to take place, not enough had been
raised
Source: Bbc.com (2014)

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Hal 29
30
4. Hyperlinking Networks: Interactivity
Interactivity
Definisi: Sistem yang membuat setiap pola penggunaan
media online dapat dilakukan dengan mengambil bentuk
tertentu.
Hyperlink menghubungkan berita online dari satu

website dengan berita online dari website yang
berbeda sehingga secara keseluruhan akan membentuk
jaringan melalui internet.
McMillan (2006) :understanding interactivity is central to

developing theory and research about new media.
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Hal 30
31
4. Hyperlinking Networks: Fasilitas
Keberadaan fasilitas hyperlink dan interactivity di

media online akan membuat perbedaan pengaruh
yang ditimbulkan oleh media online tersebut.
The Death of traditional media?

Media tradisional,
memiliki kemampuan untuk menyesuaikan diri
dengan perkembangan di media online dengan
mentransformasi dirinya mengikuti
perkembangan teknologi yang terjadi di media
online.
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Hal 31
32
5. Revitalizing Uses & Gratifications (U&G) : xxxx
Kehadiran media online mengubah konsep uses &

gratifications theory seperti yang disampaikan pertama
kali oleh Katz, Blumler, & Gurevitch (1974).
Kelahiran kembali konsep U&G theory ini mengubah
fokus dari yang tadinya fokus pada siapa yang
menggunakan media internet menjadi lebih ke arah
mengapa mereka menggunakan media ini? (Kaye &
Johnson, 2004)
Kelemahannya adalah kesulitan untuk mendapatkan
data sesungguhnya tentang alasan people menggunakan
media internet.
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Hal 32
33
5. Revitalizing Uses & Gratifications (U&G) : Dimensi kepuasan
Studi Charney & Greenberg (2002) menemukan 8

dimensi kepuasan orang ketika menggunakan media
internet:
1. Keeping informed
2. Diversion/entertainment
3. Peer identity
4. Good feelings
5. Communications
6. Sights & sounds
7. Career
8. Coolness
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Hal 33
34
5. Revitalizing Uses & Gratifications (U&G) : Keeping informed
Penelitian yang dilakukan terhadap pengguna

internet itu, juga menemukan data bahwa alasan
yang paling dominan mengapa menggunakan
media internet adalah for keeping informed!
Hasil penelitian ini sejalan dengan berbagai

penelitian khususnya di bidang politik, yang
menunjukkan bahwa informasi online menjadi
panduan penting dalam menentukan sikap politik
seseorang (Kaye & Johnson, 2002, 2004).
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Hal 34
35
5. Revitalizing Uses & Gratifications (U&G) : Penelitian
Penelitian2 berikut ini menghubungkan antara penggunaan

media tradisional setelah mengenal media online:
1. Tewksbury & Althus (2000)
Pembaca media online (khususnya The New York Times)
menjadi kurang peka terhadap isu-isu publik yang ditulis
Lay out media online membuat pembaca melewatkan
berita-berita penting sehingga menjadi kurang informed
tentang berita itu dibanding pembaca di media
tradisional.
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Hal 35
36
5. Revitalizing Uses & Gratifications (U&G) : Penelitian
2. Lin, Salwen & Abdulla (2005) :

Menemukan hasil yang berbeda dari Tewksbury & Althus
(2000),
kepuasan yang didapat pembaca ketika melakukan
scanning terhadap berita online jauh lebih besar
daripada ketika scanning ini dilakukan pada media
tradisional.
3. Dimmick, Chen, & Li (2004) :
Pembaca media tradisional telah mengurangi jam mereka
menonton TV atau membaca surat kabar ketika mereka
telah mendapatkan informasi melalui media online.
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Hal 36
37
6. Diffusion of Innovations Theory: Background
Main developer: Everett Rogers (1962)

Adapted from: Gabriel Tarde and the
Hybrid Seed Corn Study (Ryan & Gross)
Usage. This theory has been used and
studied across many fields:
Rural sociology,
Medical sociology,
Anthropology,
Economics,
Marketing
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Everett Mitchell Rogers

PhD (1931-2004)
Communication scholar,
sociologist, writer, and teacher
Hal 37
38
6. Diffusion of Innovations Theory: Innovation
Innovation: An idea, practice, or object perceived as

new by an individual or other unit of adoption
The Diffusion of Innovations Theory.
Mencoba memprediksi proses perubahan yang
terjadi.
Teori ini menemukan bahwa pola perubahan itu
mengikuti bentuk S curve/ kurva yang
mempunyai bentuk seperti huruf S.
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Hal 38
6. Diffusion of Innovations Theory: The Classic S-Shaped Adoption Curve
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Hal 39
6. Diffusion of Innovations Theory: The corresponding Classic Bell-Shaped

Adopters Curve
Terdapat 5 kategori respon orang terhadap perubahan yang terjadi

dengan kecenderungan jumlah persentase seperti yang ada pada
gambar di atas.
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Hal 40
6. Diffusion of Innovations Theory: The corresponding Classic Bell-Shaped

Adopters Curve
Many studies have looked at how these groups differ:

Innovators are highly cosmopolite and open to new things.
Early adopters tend to be opinion leaders.
Early majority provide legitimization of the innovation.
Late majority are skeptical.

Laggards put trust in the status quo.
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Hal 41
6. Diffusion of Innovations Theory: Spread of products into U.S. households
Source:
AOL News (2010)
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Hal 42
6. Diffusion of Innovations Theory: Spread of products into U.S. households
Source: Bureau of the Census (2001)

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Hal 43
44
Part5: Future research
45
Future research suggestions: Collaborative info & New gatekeepers
Terkait dengan penelitian yang dilakukan terhadap media online,

maka ada 5 karakteristik penting yang akan mendasari
penelitiannya,
1.Collaborative information
Contoh: penelitian terhadap wiki yang merupakan karya
bersama dari seluruh penduduk dunia.
2. New gatekeepers. Peran,
Gatekeepers akankah digantikan dengan collective information
yang didapat melalui internet?
Search rankings akankah menjadi gatekeepers di masa depan
?
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Hal 45
46
Future research suggestions: Hyperlinking & Intermedia sourcing
3. Hyperlinking as agenda setting

Koneksitas antar berita online via hyperlink akankah menjadi,
a new way of gatekeeping atau
intermedia agenda setting device?
Content of media sebagai faktor penting yang memberikan
pengaruh/efek akankah digantikan oleh link from one medium
to other medium?
From content to medium aspects?
4. Intermedia sourcing. Bagaimana,
Kaitan antara berita di media online kemudian dapat
menciptakan buzz di media tradisional?
Satu medium kemudian dapat menjadi sumber bagi medium
lainnya?
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Hal 46
47
Future research suggestions: Mainstreaming internet formats
5. Mainstreaming internet
formats
Munculnya internet
format yang dominan:
facebook, blog, twitter
dll.?
Serta perkembangan
teknologi tentang
medium yang dapat
melakukan fungsi
tertentu, persuasi
misalnya ?
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Hal 47
48
Closing remarks
For knowledge, the
Sky is the Limit
as long as You are
willing to think
!
- 1411ACT10-
Hal 48
Course : Advanced Communication Theory (1411ACT10)
elearning.lspr.edu
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Course : Advanced Communication Theory (1411ACT10)

LSPR eLearning Program

Session Topic : New Fields of

Course: Advanced Communication Theory

Gate Keeping, Credibility & Media Online

Networks, Uses & Gratifications & Diffusion of

Topik baru: Kajian teori komunikasi

Beberapa topik baru yang menarik untuk kajian teori

Internet Communication (today)

Marketing Rules: Changing

Pushing message to client

Pulling client to the message

Business generated content

User generated content

Charging for entry block entry

Giving free e-books, product

Engage, build relationship

Quote: Rupert Murdoch

To find something comparable,

Keith Rupert Murdoch

Part2: Internet Communication

Internet, Technology: Facts

>Internet : FOURTH TYPE of mass medium selain

Facts: Social Media Transforms - Socialnomics (2014) by Erik Qualman

Marriage: One out of eight couples

Facts: Social Media Transforms - Socialnomics (2014) by Erik Qualman

Ashton Kutcher and Ellen

Wiki: Studies show Wikipedia is more

Peer vs ads: 78% of consumers trust

Q: Apa yang dilakukan orang dengan internet

Internet: Sebagai kajian ilmiah

Peralihan pengguna dari media tradisional

Internet: Sebagai kajian ilmiah

Beberapa kajian tentang internet yang dibahas,

Methodologies akan dibahas di next semester!

Part3: Gate Keeping, Credibility & Media Online

1. Gate Keeping Challenges: Background

Salah satu perubahan penting akibat internet terhadap

1. Gate Keeping Challenges: Changes

1. Gate Keeping Challenges: Contoh & Implikasi

Pemberitaan kasus perselingkuhan Clinton

1. Gate Keeping Challenges: Ciri

Ciri pemberitaan di media tradisional:

Q: Which sources do you rely for tech-related info,

1. Gate Keeping Challenges: Fragmented Media Environment U.S. B2B Tech

2. Gaining Credibility : Media Online

Media online penuh dengan Hoax dan rumors !

2. Gaining Credibility : Media Online

Seiring dengan meningkatnya penggunaan media

3. Media Agenda Setters: Penelitian

Berbagai penelitian tentang media massa menyimpulkan

Q: Mengapa media online mengambil alih peran

3. Media Agenda Setters: Beberapa kajian menarik!

Perlmutter & McDaniel (2005): Blog khususnya telah

Song (2007): Ada interaksi antara media tradisional

Part4: Networks, Uses & Gratifications & Diffusion of

4. Hyperlinking Networks: Kekuatan media online

Kekuatan media online adalah dalam penciptaan BUZZ serta

4. Hyperlinking Networks: Kasus Prita Mulyasari (2008)

Prita Mulyasari is an Indonesian housewife and mother of two who

Source: Wikipedia (2014)

4. Hyperlinking Networks: Kasus Bibit-Chandra KPK (2009)

In September 2009, two KPK deputy chairmen Chandra Hamzah