Mk Komunikasi Agribisnis Komunikasi Mass

8/20/2019 Mk Komunikasi Agribisnis Komunikasi Mass

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MK KOMUNIKASI AGRIBISNIS

KOMUNIKASI MASSA

DISUSUN OLEH

KELOMPOK 5

1. Adinda Putri Amanda (15051011012!

2. "i#dan Mau#ana (1505101101$%!

$. &ud'a Satri "i)* (1505101101+!

. A,-n Pramita Andani (15051011015+!

AGRO/EKNOLOGI E

PROGRAM S/UDI AGRO/EKNOLOGI

AKUL/AS PER/ANIAN

UNIERSI/AS PADADARAN

201$

DA/AR ISI


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DAFTAR ISI.................................................................................................................2

KATA PENGANTAR..................................................................................................3

BAB I PENDAHULUAN

1.1 Latar Belakang........................................................................................................4

1.2 Tuuan.....................................................................................................................4

BAB II PE!BAHASAN

2.1 Pengert"an K#$un"ka%" !a%%a.......................................................................

2.2 Karakter"%t"k K#$un"ka%" !a%%a...................................................................

2.3 Fung%" K#$un"ka%" !a%%a.............................................................................

2.4 !#&el Pr#%e% K#$un"ka%" !a%%a...................................................................

2.' E(ek K#$un"ka%" !a%%a................................................................................

2.) Kele$a*an K#$un"ka%" !a%%a.....................................................................

2.+ ,#nt#* K#$un"ka%" !a%%a...........................................................................

BAB III PENUTUP

3.1 Ke%"$-ulan...........................................................................................................

DAFTAR PUSTAKA.................................................................................................

Halaman 2


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KA/A PENGAN/AR

Pu" %ukur -enu%un -anatkan ke*a&"rat Tu*an /ang !a*a E%a ang tela*

$el"$-a*kan ra*$at &an karun"a0Na %e*"ngga -enu%un &a-at $enele%a"kan

tuga% "n" te-at aktu.

!akala* "n" ertuuan untuk $e$enu*" tuga% &ar" $ata kul"a* K#$un"ka%"

Agr""%n"%. !akala* "n" $enela%kan tentang k#$un"ka%" $a%%a.

Penu%un $eng*ara-kan kr"t"k &an %aran untuk -era"kan $akala*

%elanutna. T"&ak lu-a -enu%un $engua-kan ter"$a ka%"* ke-a&a %en

K#$un"ka%" Agr""%n"% ang tela* $e$antu $enele%a"kan tuga% "n" a"k %eara

lang%ung $au-un t"&ak lang%ung.

5at"nang#r 6kt#er 2713

Penu%un

Halaman 3


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BAB I

PENDAHULUAN

1.1 Latar )-#a3an

K#$un"ka%" $ena&" ag"an &ar" ke*"&u-an $anu%"a %e*ar"0*ar". Dala$

k#$un"ka%" k"ta $engenal "%t"la* k#$un"ka%" $a%%a k#$un"ka%" ang $eruuk

-a&a -enearan "n(#r$a%" ke-a&a k*alaak &ala$ u$la* ang anak.

K#$un"ka%" $a%%a &a-at $enggunakan $e&"a $a%%a. Dala$ %tu&" k#$un"ka%"

$a%%a %eara u$u$ $enela%kan tentang &ua *al -#k#k a"tu %tu&" k#$un"ka%"

$a%%a ang $el"*at -eran $e&"a $a%a ter*a&a- $a%arakat lua% e%erta "n%t"tu%"0

"n%t"tu%"na. Pan&angan "n" $engga$arkan keterka"tan antara $e&"a &engan

eraga" "n%t"tu%" la"n %e-ert" "n%t"tu%" -#l"t"k ek#n#$" -en&"&"kan aga$a &an

%eaga"na. Ke&ua %tu&" k#$un"ka%" $a%%a ang $el"*at *ungan anatara $e&"a

&engan au&"en%na a"k %eara kel#$-#k $au-un "n&"8"&ual. Te#r"0te#r"

$engena" *uungan antara $e&"a au&"en teruta$a $enekan -a&a e(ek0e(ek

"n&"8"&u &an kel#$-#k %eaga" *a%"l "nterak%" &engan $e&"a 9!#r"%%an

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K#$un"ka%" $a%%a $eru-akan k#$un"ka%" &engan $enggunakan $e&"a

$a%%a. !e&"a k#$un"ka%" ang ter$a%uk $e&"a $a%%a a&ala* %"aran ra&"# &an

tele8"%" 9$e&"a elektr#n"k


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teta-" $e$"l"k" %"(at ang ere&a &ar" %eg" u%"a en"% kela$"n t"ngkat %#%"al

en"% -ekeraan aga$a &an la"n %eaga"na.

2.2 Kara3t-ri4ti3 Kmuni3a4i Ma44a

K#$un"ka%" $a%%a $e$"l"k" karakter"%t"k %eaga" er"kut ;

a! Kmuni3atr )-r4i8at m-#-m)aa.

K#$un"kat#r &ala$ k#$un"ka%" $a%%a ter&"r" &ar" ku$-ulan #rang0#rang.

Art"na gaungan antara eraga" $aa$ un%ur ang ekera %atu %a$a la"n

&ala$ %eua* le$aga. K#$un"kat#r &ala$ k#$un"ka%" $a%%a a&ala*

le$aga $e&"a $a%%a "tu %en&"r". K#$un"kat#r &ala$ k#$un"ka%" $a%%a

"a%ana a&ala* $e&"a $a%%a %e-ert" %urat kaar tele8"%" %ta%"un ra&"#

$aala* &an -ener"t uku. !e&"a $a%%a &"%eut %eaga" #rgan"%a%" %#%"al

karena $eru-akan ku$-ulan eera-a "n&"8"&u &ala$ -r#%e% k#$un"ka%"

$a%%a ter%eut. 9Nuru&"n2774;1)01=<

)! Kmuni3an )-r4i8at annim dan '-t-r-n.

K#$un"kan &ala$ k#$un"ka%" $a%%a er%"(at *eter#gen. Art"na -engguna

$e&"a $e$"l"k" -en&"&"kan u$ur en"% kela$"n %tatu% %#%"al t"ngkat

ek#n#$" latar elakang u&aa &an ke-eraaan ang ere&a0e&a. Sela"n

"tu &ala$ k#$un"ka%" $a%%a k#$un"kat#r t"&ak $engenal k#$un"kan

9an#n"$< karena &ala$ -r#%e% k#$un"ka%"na $enggunakan $e&"a &an t"&ak

tata- $uka. 9Ar&"ant#2774;:<

9! P-4an 6an di4amai3an )-r4i8at umum.

Pe%an &ala$ k#$un"ka%" $a%%a &"tuukan ke-a&a %e$ua #rang atau k*alaak

ang -lural. 6le* karena "tu -e%an0-e%an ang &"ke$ukakan er%"(at u$u$

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t"&ak #le* er%"(at k*u%u%. K*u%u% &"%"n" $e$"lk" art" -e%an "tu $e$ang

t"&ak &"%engaa untuk g#l#ngan tertentu %aa.

d! Pr4-4 3muni3a4i )-r#an4un 4atu ara'

K#$un"ka%" $a%%a &"lakukan $elalu" $e&"a $a%%a art"na k#$un"kat#r &an

k#$un"kanna t"&ak &a-at $elakukan k#ntak lang%ung. K#$un"kat#r akt"(

$ena$-a"kan -e%an &an k#$un"kan -un akt"( $ener"$a -e%an na$un

&"antara ke&uana t"&ak &a-at $elakukan &"al#g %eaga"$ana *alna tera&"

&ala$ k#$un"ka%" antar -r"a&". Dengan &e$"k"an k#$un"ka%" $a%%a "tu

er%"(at %atu ara*.

-! M-nim)u#3an 3-4-r-ma3an.

Dala$ k#$un"ka%" $a%%a -r#%e% -enearan -e%an0-e%anna tera&" %eara

%ere$-ak. Sere$-ak &"%"n" erart" k*alaak "%a $en"k$at" $e&"a $a%%a

ter%eut *a$-"r er%a$aan. E((en&" 91:::< $engart"kan ke%ere$-akan

$e&"a $a%%a "tu "ala* k#ntak &engan %eu$la* e%ar -en&u&uk &ala$ arak

ang au* &ar" k#$un"kat#r &an -en&u&uk ter%eut %atu %a$a la"nna era&a

&ala$ kea&aan ter-"%a*.

8! Di3ntr# #-' Gatekeeper.

%atekeeper atau ang %er"ng &"%eut &engan -enaga gaang a&ala* #rang

ang %angat er-eran &ala$ -enearan "n(#r$a%" $elalu" $e&"a $a%%a.

%atekeeper er(ung%" %eaga" #rang ang "kut $ena$a* atau $engurang"

$ene&er*anakan $enge$a% agar %e$ua "n(#r$a%" ang &"%earkan le"*

$u&a* &"-a*a$". %atekeeper uga er(ung%" untuk $eng"nter-reta%"kan -e%an $enganal"%"% $ena$a* atau $engurang" -e%an0-e%anna.

&arakteristik &husus dari &o$unikasi Massa Menurut Mc'uaill 000, yaitu

1. 5u$la* au&"en% ang %angat e%ar &an *eter#gen

Halaman 7


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2. Ber%"(at "$-er%#nal a"tu %u$er -ena$-a" "n(#r$a%" t"&ak $engenal

ke%eluru*an -art"%"-an %eara -er%#nal

3. Terenana a"tu &a-at &"-re&"k%"kan &an (#r$al

4. A&ana k#ntr#l ter*a&a- %u$er "n(#r$a%"

'. Keterata%an "nterakt"("ta% antara %u$er &engan au&"ene0na

2.$ un4i Kmuni3a4i Ma44a

Fung%" k#$un"ka%" $a%%a $enurut 5a lak &an Fre&er"k ,.>*"tne 91:==


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Fung%" -er%ua%"( k#$un"ka%" $a%%a %a$a -ent"ngna &engan (ung%"

"n(#r$a%" &an *"uran. Bag" 5#%e-* na. De8"t# 91::+


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antara eraga" k#$-#nen $a%arakat. Seua* er"ta ang &"%a"kan #le*

%e#rang re-#rter akan $eng*uungkan antara nara%u$er 9%ala* %atu un%ur

ag"an $a%arakat< &engan -e$aa %urat kaar 9un%ur ag"an $a%arakat

ang la"n


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!#&el "n" $enatakan -e%an0-e%an $e&"a $a%%a ang t"&ak %eluru*na

$ena-a" $assa audience %eara lang%ung %eag"an e%ar -e%an ang

&"%a$-a"kan erlang%ung %eara erta*a-. Ta*a- -erta$a &ar" $e&"a $a%%a

ke-a&a #rang0#rang tertentu &" antara $ass audience (opinion leaders) ang

ert"n&ak %elaku -ate/leaders. Dar" %"n" -e%an0-e%an $e&"a &"tentukan ke-a&a

angg#ta0angg#ta $ass audience ang la"n %eaga" ta*a- ang ke&ua %e*"ngga

-e%an0-e%an $e&"a ak*"rna $ena-a" ke %eluru* -en&u&uk.

9! Md-# A#ir Satu /a'a (one-step flow model)

Ha$-"r %eru-a &engan !#&el ypoder$ic eedle, $#&el al"r %atu

ta*a- "n" $enatakan %aluran0%aluran $e&"a $a%%a erk#$un"ka%" %eara

lang%ung ke-a&a $ass audience. Art"na -e%an0-e%an $e&"a $engal"r tan-a

*aru% $elalu" opinion leaders. Na$un ere&a &engan Model ypoder$ic

eedle $#&el al"r %atu ta*a- $engaku" a*a -e%an0-e%an k#$un"ka%"

-ener"$a0-ener"$a ang %eluru*na %a$a. E(ek ang &"t"$ulkan uga t"&ak

%elalu %a$a untuk $a%"ng0$a%"ng -ener"$a.

d! Md-# A#ir Ban6a3 /a'a (multi-step flow model)

!#&el al"r anak ta*a- $eru-akan g#l#ngan &ar" %e$ua $#&el. !#&el

"n" $enatakan -e%an0-e%an $e&"a $a%%a $enear ke-a&a k*alaak $elalu"

%uatu "nterak%" ang a$at k#$-lek%. !e&"a $ena-a" k*alaak &a-at %eara

lang%ung &an &a-at -ula $elalu" $aa$0$aa$ -eneru%an (relayin-) %eara

erant"ng a"k $elalu" -e$uka0-e$uka $a%arakat (opinionleaders) $au-un $elalu" %"tua%" %al"ng er*uungan antara angg#ta k*alaak.

2.5 E8-3 Kmuni3a4i Ma44a

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Seara u$u$ k#$un"ka%" $a%%a $e$-una" t"ga e(ek. Ber&a%arkan te#r"

*"erark" e(ek a"tu;

a< E(ek k#gn"t"( -e%an k#$un"ka%" $a%%a $engak"atkan k*alaak erua*

&ala$ *al -engeta*uan -an&angan &an -en&a-at ter*a&a- %e%uatu ang

&"-er#le*na.

< E(ek a(ekt"( &" $ana -e%an k#$un"ka%" $a%%a $engak"atkan erua*na

-era%aan tertentu &ar" k*alaak.

< E(ek k#nat"( &" $ana -e%an k#$un"ka%" $a%%a $engak"atkan #rang

$enga$"l ke-utu%an untuk $elakukan atau t"&ak $elakukan %uatu

t"n&akan.

2.: K-#-ma'an Kmuni3a4i Ma44a

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$.1 K-4imu#an

K#$un"ka%" $a%%a $eru-akan %uatu k#$un"ka%" ang &"%a$-a"kan ke-a&a

%eu$la* e%ar #rang $elalu" $e&"a $a%%a. !e&"a $a%%a ang &"gunakan &a-at

eru-a %"aran ra&"# tele8"%" %urat kaar. Dala$ k#$un"ka%" $a%%a $e$"l"k" '

karakter"%t"k &"antarana a&ala* k#$un"kat#r er%"(at $ele$aga k#$un"kat#r

er%"(at an#n"$ &an *eter#gen -e%an ang &"%a$-a"kan er%"(at u$u$ -r#%e%

k#$un"ka%" er%"(at %atu ara* $en"$ulkan ke%ere$-akan &"k#ntr#l #le*

-atekeeper.

DA/AR PUS/AKA

Halaman 13


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An#n"$. K#$un"ka%" !a%%a. D"ak%e% &ar"

*tt-;@@l"rar."nu%.a."&@e,#ll%@eT*e%"%@Ba1@2711020773:)0$271.-&( .

Tanggal 7) 6kt#er 2713.

Sal$aat". K#$un"ka%" !a%%a. D"ak%e% &ar"

*tt-;@@&"r"$u.("le%.#r&-re%%.#$@2717@74@(ung%"0k#$un"ka%"0$a%a.-&( . Tanggal 7)

6kt#er 2713.

An#n"$. K#$un"ka%" !a%%a. D"ak%e% &ar"

*tt-;@@re-#%"t#r.u%u.a."&@"t%trea$@1234')+=:@1=7'2@4@,*a-ter27II.-&(

Tanggal 7) 6kt#er 2713

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http://library.binus.ac.id/eColls/eThesisdoc/Bab1/2011-2-00396-mc%201.pdfhttp://dirimu.files.wordpress.com/2010/04/fungsi-komunikasi-masa.pdf.%20Tanggal%2006%20Oktober%202013http://dirimu.files.wordpress.com/2010/04/fungsi-komunikasi-masa.pdf.%20Tanggal%2006%20Oktober%202013http://repository.usu.ac.id/bitstream/123456789/18052/4/Chapter%20II.pdfhttp://library.binus.ac.id/eColls/eThesisdoc/Bab1/2011-2-00396-mc%201.pdfhttp://dirimu.files.wordpress.com/2010/04/fungsi-komunikasi-masa.pdf.%20Tanggal%2006%20Oktober%202013http://dirimu.files.wordpress.com/2010/04/fungsi-komunikasi-masa.pdf.%20Tanggal%2006%20Oktober%202013http://repository.usu.ac.id/bitstream/123456789/18052/4/Chapter%20II.pdf

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