Media, Audiences, and Change
Media is one of the communication bridge that connects the audience with the surrounding world. This relationship is created in the system of production and consumption interactive. Fill in media or whole grain aspect ratio is not only throws the audience, but he was able to break through the emotional side of an intensive and extensive audience.
It should be understood, the media also exist because the audience exists. Media changed because the audience is also changing. Thus, to survive, whatever the media must continue to seek compatible with the audience it serves.
Age of a medium that continues to survive would be increased. But that does not mean he is aging or loss of energy. Media should faithfully follow the times. He must adjust to the current condition of the audience. Media should not be passive, because the media is not actually a tool or system that simply capture and inform the flow changes, but often must actively create change that is also called media effects.
Steven MChaffe mention, the media is able to change the basic behavior of the audience, namely thinking (cognitive), attitude (effective), and acting (psychomotor). This happens when the media content consumed and connected in a personal audience, which in turn cause effects, habits, and new culture.
Media and effects
Cognitive effects arise in the audience who are informative. This effect is related to how the mass media play a role to help the audience learn useful information and develop cognitive skills.
It should be understood that in conveying information, mass media, however, be a source of information that should act selectively and more fundamental role as an opening horizons (cognition opener) or activator.
That's why the print media often have to find different ways of writing effectively, because they must consider the time to read, the intensity of attention of readers, readers of intellectual power, competition against other information media and so forth. However, recognition of the cognitive effects of the media are absolute.
Effective Securities media concerns intensity of emotion or feeling. Media help and encourage the audience to have a certain attitude to the problems presented.Factor which, according to communications experts called emotional stimuli affect the intensity of the mass media messages in an emotional atmosphere among the audience, the audience cognitive scheme (quality of relevant knowledge), and the atmosphere of exposure (time to consume media.) While the effects of behavior related to behavior.
The role of regional media
Recognized regional media was instrumental in encouraging the audience and shape the behavior, both individually and collectively. Since the beginning of its presence, regional media (especially print media) play a role in enlightening the community where he was, and is not irrefutable.
There are myriad examples of this. In the cognitive changes, for example, simply we can feel how the rational mind open, enlightened, and was woken up by the thousands and information delivered media.Not only information, news, or exposure and analysis of social, economic, and cultural, but also new findings, new knowledge and new insights into the contemporary.
We must admit, acting regional media not only for the least economical, but also contribute positively to the change of behavior, habit, up to a new culture.
