POLITICAL COMMUNICATION AND MASS MEDIA
THEORY
SOCIAL RELATIONSHIP
MEDIA INFLUENCES CULTURE
THE INFLUENCE OF THE MASS MEDIA IN
WINNING LEGISLATIVE ELECTIONS ANANG HERMANSYAH
By
Rendra
Bayu Utama 135030107111106
Irfan
S. Lukum 135030100111117
Amalia
Dina Putri 135030100111110
Nurin
Amelia Awanis 135030101111048
Yolanda
W. Firstasya 135030101111054
Farid
Al Rosid 135030107111017
BRAWIJAYA
UNIVERSITY
PUBLIC
ADMINISTRATIVE SCIENCE
MALANG
DECEMBER
2015
INTRODUCTION
One
of concept from development is social change. Social change have some factors
and one of those factor that will be discussed in this paper is mass media
participation in social change. in Indonesia social change is really affected
by mass media. Mass media is develop by fast in Indonesia. In center of public
the existence of mass media have important role.
Various
problem in public embellish every edition of newspaper, magazine or television
to inform to public. It can bring about radical changes and improve social
situation as it influences our social, civil, cultural, political, economic and aesthetic outlook. Most of people in Indonesia can easily trust with
something that spread by mass media. Bad information can affect bad social
change and vice versa.
Nowadays,
mass media in Indonesia has spread very much news and information about
political, economic, social culture until personal problem of an individual. Like we know many channel on
Indonesian television have more than one programs about gossip of celebrity and
another popular individual. By those programs our society be more curious and
want to know every particular object about their idol or another celebrity.
One time more often the actor show up in infotainment news he/she has more
attention from society .
The existence of mass
media is really important in political life.
Mass media have a big impact on the political life. Mass media have a
big power to influence the public. Mass media with its function is considers that
have an important role to create the public opinion.
In order to make a
political decision, the mass media is having a role to create the public
opinion with spread the news about what happen in the politic activities and
also with the advertisement/commercial. One of the dependence of politic to
mass media is the campaign process. The campaign is needed the mass media to
convey their aspiration, and any vision/ mission, weather electronic media or
even printed media. With the campaign, it will influence the percentage of the public
trust.
Those thing is indirectly will give an
image to the public and give some reference.
One of the dependence
of politic to mass media is the campaign process. The campaign is needed the
mass media to convey their aspiration, and any vision/ mission, weather
electronic media or even printed media. With the campaign, it will influence
the percentage of the public trust.
The image of the
political actor is also important in make the public opinion, one of them is
the popularity. By the popularity, the political actor is become more famous
and known by the public. So, in this case, the political actor is make an
effort in how to create a good imaging to gain the public trust. They using the
media to promoting, and that is succeeded a lot gain the public trust in many
case.
By that way, many actor use their popularity to get place
in politic life. Many of them nominate as a mayor, a governor and member of
legislative assembly. But not all of them have good performance in politic. Few
actor only rely on their popularity. Unfortunately society who doesn’t
understand politic as well can easily influenced and trust with those kind of
actor.
Discussion
Definition
of Political Communication
Fagen explains the political
communication as all communication that occurs within a political system and between the system and its environment. Scope includes the study
of communication networks (organizations,
groups, mass media, and specialized channels)
and socioeconomic determinants of patterns
of communication that exist
on the system in question (Nasution, 1990: 24-26).
McNair imposes limits broader political communication that is all the communication
that political aims.
He gave three limits of political communication:
1. All forms of communication
made by politicians and other political actors to
achieve a specific goal;
2. Communication addressed to the
political actors of the individual (non-political) as voters or columnist in the media;
3. Communication on
political actors and their activities
both contained in the mass media or in other
forms of media.
McNair
offer political communication components consisting of three elements main,
(McNair as follows, 2003: 6):
1
.A political organization;
2
.Media;
3
.Citizen.
Meanwhile, according to Gurevitch and
Blumler (Nasution, 1990: 42), the
components of the political communication
system includes:
1. Political institutions in the aspect of
communication;
2. The institutions of the media in political aspects;
3. The orientation of the public towards political communication;
4. The aspects of political culture that are relevant to communication.
Like other
forms of communication to another, the process of political communication departing
from the formula proposed by Harold Laswell: who said what, to whom, through what
channels and how its effects. Political communication takes place as a process
of delivering specific messages originating from the source (communicator) to
the public, using the media (channel) in order to achieve certain objectives as
well. The elements
they allow the occurrence of a political communication activity is ultimately
determined by all of these elements as a whole.
And Nimmo said
there are at least two political communication purposes (Nimmo and Rachmat,
2001: 85):
1. Political Education
Political education took
place during the whole of human
life through a process called political
socialization. But, this is where
the role of political communication
is useful for political
learning process. Political learning
that occurs from the
process of information exchange. Political
actors can learn to understand
their constituents and the public
through the media. Likewise, people can also learn to
improve the understanding of politics through news-political news, public
debates broadcast by the mass
media.
2. Political Participation
Through the political
education process, people developed beliefs, values and expectations which in turn encourages people to participate
in politics. The form of
participation include: participation
in elections with political party
identification, registration to vote, taking part
in the campaign, following the information on the political, involved in public decision-making, public interest organizations and entered politics.
The
Role of Media in Election
The role of media in elections is
very important, because affordability is very wide
spread media so
that it can become a tool of
government provide pertinent
information dissemination to the
public elections. In addition to
providing information on the
implementation and provision of
electoral role of the media in election campaigns is very influential.
Almost none of the political parties that do
not used the media in socialization
and party campaign. In some political parties, the biggest cost and budget allocated for spending
on advertising in the media. Because,
the media is considered as an effective tool and massive in informing and
introducing a following
party programs. In addition to the vision and mission of the party, of course, the personal figure of candidates from each party are emerging
and decorate the
face of the mass media,
both electronic and newspaper. The
importance of political parties communicate
through the media for mass communication has some characteristics; First, mass
communication is directed to an audience
that is relatively large, heterogeneous, and
anonymous. Two, the
messages are disseminated in general, often scheduled
to reach as many
audiences simultaneously and temporary. Third,
communicators tend to be located or operating within
a complex organization that may be costly (Wright
in Severin and
Tankard, 2005: 4).
Anang strategies in winning the
elections the Parliament does
not simply rely
on the use of the media ahead of the elections alone, as Anang himself is the
candidate who comes from a
background artist so that people
in the area Lumajang
and Jember more
interested and more familiar
than the candidates
else to make Anang
as representatives of the people.
Changes of globalization also have an impact on social
change and the development of mass
media, media programs and news emerging, many
programs that talks about the
artist's life in terms of positive
and negative impact on the public mindset. It also
could be an opportunity for actors to develop a
career in politics through the mass media,
this opportunity is
also already in use by Anang in this election.
Analysts see the
mass media are only able to strengthen the level
of attitudes and behaviors
that have been there, not influence to change attitudes and behaviors. However, this
view is somewhat different from
the opinion of Dan Nimmo and Robert
L. Savage (in
Cangara, 2009: 412)
who said that "there is a close relationship
between the candidate image and voting
behavior." In here it can be seen that the role of mass media in the campaign is that it can make a difference,
especially for people who act independently and not have a choice, and can
change the attitudes and behavior after seeing the
image of political parties through
the media. The magnitude of
the impact of the mass media to change attitudes
and behavior should it be used optimally by the
mass media to provide clear information about the elections, so that the positive
impact and provide political
education to the general public.
Impact
of Implementation of Anang Communication Strategy Against Acquisition Sound
Explanation below is a strategy
of using new media in the Legislative elections in 2014 ago. Anang
acquire 37.439 voices
in legislative elections
in East Java Electoral Areas IV of the National
Mandate Party (PAN). Where the
number of votes obtained by Anang reach 37.439
more votes than the number of votes the party as much as 15 822 ballots
voted for the Representative House
(DPR).
Anang Website
Photos
Generally, the website only contains about: news articles
from the media who
covered Anang’s gallery, Aspirations, Profile and
Contact Us. All articles on the site didn’t have facilities "add comment". Whereas this facility is a characteristic
feature of interactivity as well as new media. From
observations glance these facilities are less used by visitors.
Information about public involvement in decision making at all there, as well
as the property and wealth and
campaign funding does not exist at all: the
website is delivering the imaging aspects of the
candidates rather than invite
people to engage in a participatory processes.
In addition to media websites
other electronic media also have a major
influence on the vote, with a
background as a public figure Anang
much benefit because the figure does not escape from the screen or other
media in Indonesia. In addition the number of candidates running for public
participation to affect the
vote, because the public doesn’t known and know
the vision and mission of the candidates
well.
Anang figure in the emergence
of mass media that continually impact
on the public option, the number of candidates who are not known necessarily
make people prefer names that are familiar to their ears without considering
the clarity of the vision and
mission of the candidates.
Discussion (Between
Theory and Reality)
In the theory of social relationships, many of the issues that were presented by the media can be
delivered based on the
interaction of individual to another.
This makes the information submitted
in accordance with the changing perception of each individual.
Actualization given media become increasingly
faded with the interaction between the individual this
individual. There are influences, some are affected. This is most noticeable on winning strategies
Anang on the legislative elections
of Parliament. Strong imagery makes increasing
public sympathy. This
led to further boost the popularity of Him and
makes the vote that
he can exceed the
number of votes that carried him party, the
National Mandate Party (PAN). Imaging
which he did on social
media was effective as the talk of the
community. Moreover, coupled
with the absence of the "add comment" on his old. This has
become a powerful factor for conversation -
a conversation between individuals
on a personal
Anang. It is highly utilized by the winning team Anang who can raise the issue - positive
issues about Anang and His life.
CONCLUSION
Based on the article that have no
doubt to explain in mass media based of McNair, political communication
component consists of three main elements (McNair, 2003: 6). Political
communication have the discussion express that the political communication
should be run in parallel, where the interrelationship between political
organizations and citizens, in example by displaying the vision and mission of
a political actors who can interact through mass media such as websites, one of
which Facebook has a lot of visitors to see the profile of a political actor.
In the case of the discussion
presented, Anang Hermansyah as candidate members of Parliament using the mass
media as a tool to get and also a tool to gain public confidence, but the
website of the Anang Hermansyah on a Facebook account that over express aspects
of imaging candidate rather than invite people to get involved in the process
participatory. In this case, the mass media influence on an artist's career in
the legislative candidate. Image of an artist who is familiar appearing in the
mass media affects society by nominate themselves for legislative members of
political parties.
But until now, the political ability
of a famous artist still doubted by many people associated with the release of
news to gossips that presented by the mass media itself. How could it not, news
and gossips circulating more that leads to negative direction, which could
bring down the image of an artist in politics. How can people believe in full
of trusted if the news of the mass media itself contains the negative news and
gossips, whether only by relying on one's popularity, could make people believe
in the ability of an artist politics. Indeed, the mass media is very
influential to make many people more confident with candidate a person, but a
political communication skills are also required to complete in the nomination
of a person in politics Society is supposed to be able to assessing the
political ability to look at the candidates, not just popularity ordinary
person heard by the public because it is not necessarily with an artist to have
good political skills in the field.
References
McNair, Brian. (2003). An Introduction Political Communications. London and
USA:
Routledge.
Nimmo, Dan dan Jalaluddin Rakhma Bandung. (2001). Komunikasi Politik:
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Nilai Budaya Politik Lokal. Yogyakarta: Penerbit Ombak.
Liliker, G Darren. (2006). Key Concepts In Political Communication. London (UK):
Sage Publishing.
McQuail, Denis. (2006). Mass Communication Theory, 6th edition, London (UK):
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Cangara, Hafied, 2009, Komunikasi Politik; Konsep,
Teori, dan strategi ,
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