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.
