Modul Mata Kuliah Manajemen Media Massa (Mass Media Management-3 SKS)

Hadi, Ido Prijana Hadi (2008) Modul Mata Kuliah Manajemen Media Massa (Mass Media Management-3 SKS). [Teaching Resource] (Submitted)

Abstract

Abstract As we begin the 21st century, the media industry is in the minds of rapid change. A wave of corporate mergers and the emergence of new-digital technologies are transforming the media landscape. We are witnessing the rise of media conglomerates of unprecendented size and, at the same time, a dramatic increase in the sheer volume of media content. More than ever, citizens are immersed in a media-saturated world. Most of our TV and radio stations are owned by giant corporates conglomerates. They don’t represent the views of most Indonesians. What we need are more diverse, independent, and local media owners. The best way to stop this race to the bottom is to change who’s sitting at the top and making the decisions about who’s behind the mic. Media industries exist on a number of different levels – including local (the small town newspaper), regional (radio station groups that cover several states), and national (the broadcast television networks) – but it is the global level that the key to understanding today’s media business. Travelers abroad are often surprised to see advertisements for such U.S. products as McDonald’s hamburgers and Coca-Cola, and to see U.S. style advertisements for local products, not to mention The Simpons and countless other television programs dubbed into the language of the country they are visiting. Many global media trends, such as big-budget, action-adventure movies and rap music, start in America. The United States is the only country in the world that is a net exporter of mass media products, such as movies, recordings, TV programs, and books – it sends out far more media materials to other countries than it imports. The American domination of world media products has been so strong and so long-lasting (it was true for most of the 20th century) that global mass media has been called the American Empire. It is precisely because the media surround us that it is often difficult to get perspective on their development. We need to step away from the headlines about the latest mergers or newest technologies to put the industry in perspective. We need to examine, instead, the basic dynamics that underlie the changing media industry and the possible influence these changes are having on society. The Mass Media Management Module tries to do just that. Case study is ideal for students and management because it takes into account flexibility, individuality, and creativity as students face realistic problems and opportunities mirrored in the professional world. It provides practice in role playing, leadership, communication, and decision making with consequences. All are valueable intellectual and professional exercises. Students are encouraged to distinguish among acts, activities, actors, meanings, relationships, and settings of importance. By recognizing the components individually and collectively students can see the options and choices more clearly. Discussion and debate are hard to avoid when examining cases, and as students recognize themselves and their peers as part of the issues surrounding media study, they will become more adept at finding their own place within the media workforce for their careers in the media spotlight. My thanks to Elisabeth Prida Ariani Ambar Astuti, S.Sos.,M.Si who give me an opportunity to encouraged my self for arrange and create this module for the first time. Special thanks go to Drs. Nanang Krisdinanto, M.Si who shared experiences as a Surabaya Post (local newspaper) reporter, also offered constructive comments and insights on mass media management when set out it the content of this module. Finally I thanks to all of my colleagues at the Department of Communications Science, Faculty of Communications Science, Petra Christian University, because of their agreement to make their valueable contribution to this work, without a collaborative effort of writings would not have had the sense of the whole I was trying to achieve. Godbless you! Amin Surabaya, 4 Desember 2008 Ido Prijana Hadi

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