The document discusses several key concepts in cultural studies, including: 1) The media represents the ideologies of the dominant class in society and is controlled by corporations seeking profit. 2) Culture and ideology shape how people interpret and make sense of the world, and meanings are formed through media. 3) People exist within hierarchical power structures, and those in higher positions tend to dominate over weaker groups through hegemony, though audiences can sometimes challenge domination through counter-hegemony.

1. Cultural Studies
Sesi 11

2. • The media represent ideologies of the
dominant class in a society.
• This happen because media are controlled by
corporation (the elite).
• So, the information presented to the public is
consequently influenced & targeted with
profit in mind of the corporation. Cth:
TransTV, Trans7, detik.com memproduksi
pesan u/ memperkuat posisi Chairul Tanjung.

3. Assumptions 1
• Culture pervades & invades all facets of
human behaviour.
• Ideology: framework used to make sense of
our existence. Culture ideology: the various
norm, ideas, values, & forms of understanding
in a society that help people interpret their
reality.
• Makna berbagai hal di dunia kita dibentuk o/
media.

4. Assumption 2
• People are part of hierarchical structure of
power.
• People who will win the competition are the
one who held high position in society. Cth:
Dalam pertikaian antara si kaya & si miskin,
pemenang biasanya a/ si kaya.

5. Hegemony
• The domination of one group over another,
usually weaker group is the one that will
dominate.
• People are unaware of the domination in their
lives (false consciousness). So the audience can be
exploted by the same system that the audience
support. Cth: Masyarakat menonton tv, o/ krn itu
pengiklan beriklan di stasiun tsb. Pdhl program &
iklan yg disaksikan audience tdk bermutu & justru
membuat mrk menjd konsumtif.

6. Counter Hegemony
• When at times, people will use hegemonic
behaviours to challenge the domination in their
lives.
• This happen because not all audience/society
agree with the domination the suffer.
• Cultural studies believe, audience are able to
perform counter hegemony. Cth: ditengah
maraknya tv swasta yg menayangkan kemewahan
berlebihan, DAAI TV menampilkan program yg
humanis.

7. Audience Decoding
• Decoding: receiving & comparing messages
• Before audience perform an action, they will
decode the message first. Cth: sebelum
membeli shampoo produk terbaru yang baru
saja ditonton iklannya & kemarin diterima
sample-nya saat berbelanja di supermarket,
Dina berusaha menimbang untung-ruginya
membeli shampoo tsb.