Utilization Theory of Communication and Media Technology in Modern Life
Written by Debora Yona
Category: Development Communications Technology
Published: May 6, 2014
The development of information technology and continues to grow today. Media continues to grow following the seiringnya time. Utilization of the media will be felt if everyone used it to match what is needed. For example, television is very large striving for perception and behavior, these media provide insight and effects that can be accepted by the mental and the power of human thought. The use of this medium can be carried out in accordance with the rules of its use, do not go beyond the ...view middle of the document...
which explains the relatively new study was comparable to the theories of learning more. Bandura has suggested 3 assumptions, including:
1. That individual will do the learning and will imitate what is in the environment, particularly the behavior of others.
2. There is a very close relationship between students and the environment, and in learning there are three parties in it, namely: behavioral, personal and ingkungan Factors.
3. The results of his study in the form of visual and verbal codes of conduct that manifested in behavior in everyday life.
- Cultivation Theory
This theory is a theory which means the cultivation of a theory based on the context of mass media linkages with the planting to a value that will influence the attitudes and behavior of audiences. This theory was successfully put forward by Professor George Gerbner in 1960. He has conducted research on 'cultural indicators' that aims to study the influence of television. He wanted to know the effects of television on every sikatp, behaviors, and values of audiences. According to this theory the television into a big hand in planting and the formation of values in society. According to this theory anyway television became the main tool in which the television audience to learn about the people and culture environment. Telvisi that may affect perceptions and perspectives that exist within the community.
- Multistep Flow models
According to this model say the interrelationships of the media to the audience (will interact with each other), the process is returned again to the media, and then back again to the audience and so was the next. Through many flow model this stage, every person who receives the message can direct the mass media, can also be indirect. Does not necessarily mean they can receive messages through the media or opinion leaders in direct contact with the media. In fact, each individual can obtain information from other individuals. For example, an individual receives a message through the leader (after propagated through the respective groups of them), then the individual was seeking other information from another individual. Or it could be an individual receives a message from his group but he can also get other information from the other groups as well, so with a lot of possibilities for the information he becomes more and also complete.
- Priming Theory
Priming theory is the impact of stimuliyang response associated with behavior that have been there before and will influence the actions or judgments will be made thereafter. In the context of media, priming is the impact of media content, for example: the coverage of political figures, (Surya Paloh) on behavior or audience ratings that appear later for example to support or condemn in the general election. In this theory, there are two characters. First is the power function of priming the double function (dual effect) of the intensity and novelty (recency). Intensity refers to the...