The Role of Media in Shaping the Pattern of Students' Communication Behaviour  

Oleh:

Kartikawangi, Dorien ; Dahesihsari, Rayini ; Ajisuksmo, Clara Rosa Pujiyogyanti ; Sihotang, Kasdin

Jenis: Article from Proceeding
Dalam koleksi: Proceedings of the 3rd International Conference on Business and Communication (ICBC 2014) 23-24 April 2014, Swiss Garden Hotel, Kuala Lumpur, page 222-238.
Topik: communication; mass media; uses and effect; JABFUNG-DK-2018-20
Fulltext: The Role of Media in Shaping The Pattern of Students Communication Behavior - ori.pdf (837.14KB)

Isi artikel

In facing the ASEAN Economic Community 2015, communication skills will play a significant role in order to win the collaboration as well as competition. Media is embedded in daily live. People using media depend on their need and want, so are students. Student is young adult generation who have their own pattern in media consuming. Pattern of media consumption, based on previous research and theory, will influence communication behaviour pattern of person. This study is focus on media and its role in shaping the pattern of students’ communication behaviour.Theories used in this study are uses and effect a merger of uses and gratifications and the effect studies proposed by Sven Windahl (1981) and echoing by Alan Rubin (1994). Begin with classic four function of media which are surveillance, correlation, transmission of the social heritage, and entertainment were assumed to be equivalent to the aim of the media industries. However, these might be aims of given media organization, but might not necessarily be the functions they serve, and these function can be different from intended uses of audience members.This study is using mix method, quantitative and qualitative. Data gathered by questioner and FGD in four universities, namely Atma Jaya Makasar, ISI Yogjakarta, Universitas Sebelas Maret Solo, and Universitas Pancasila Jakarta.Research findings suggest that students are using media, conventional media as well as new media. The dominant media content which consume by students are entertainment, social, art and lifestyle. Students learned from media about problem solving, public figure’s perspective, and new vocabulary. The pattern of media consumption and what they learned confirmed that students are active audience with upper grade of media literacy. Furthermore, these findings proved that uses and effect on students in consuming media expressed in their attitude toward conflict and other negative matter served by media. Finally, uses and effect of media is influencing their communication pattern.

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