15
5.
Komunikasi organisasi
6.
Komunikasi massa
2.2.4
Komunikasi Massa
Komunikasi massa menurut
Gerbner (dalam Rakhmat (2009 : 188), adalah
produksi dan distribusi yang berlandaskan teknologi dam lembaga dari arus pesan
yang kontinyu serta paling luas dimiliki orang dalam masyarakat industri.
Selain itu, Kurt Lang & Gladys Engel Lang melalui jurnal dengan judul
“Mass Society, Mass Culture, and Mass Communication: The Meaning of Mass”
mengatakan bahwa
We begin with a quick look back at how “mass communication” came
to denote characteristics that today most everyone takes for granted.
When people speak of the media, they usually have in mind corporate
bodies or government agencies whose access to modern technology
enables them to disseminate the same uniform content to a
geographically dispersed multitude. At first, this capability was
confined to cheap print, and then later expanded to motion-pictures,
both of which were still dependent on physical transport. This
limitation did not extend to either radio or television, which, given
their wide reach, were destined to become the media of mass
communication par excellence. But to develop into mass
communication, the new technology had to be employed to reach a
large audience. As late as the end of the 1920s, Ernest W. Burgess
(1886-1966), a University of Chicago sociologist whose interest was
mostly in human ecology, could still write about the conquest of space
by new forms of transportation and communication, such as the
automobile, the motion picture, the airplane, and the radio, without
even a single reference to the expansion in the size of audiences and
its consequences (1929, p. 1072). Two years later, David O.
Woodbury devoted a book (1931) to “communication at a distance,”
grouping mass media with personal communication forms, such as
letters that rely on carriers, or with those which do not.
Dari jurnal diatas dapat disimpulkan setelah diartikan secara bebas bahwa,
komunikasi massa telah mempermudahkan pekerjaan setiap orang. Melalui komunikasi
massa, kita dipermudah dengan tidak hanya mendapatkan referensi berdasarkan satu sumber
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