Imagine if we live without the media in today’s era of global communication. Maybe for some people who have long-lived in the agrarian sector, the media can only get a portion so necessary, even, there is no point at all because the majority understood that they are useful for the functional requirements that can be enjoyed in a direct, concrete with immediately. Unlike the case for the individual, institution or any other collective society that lived and grew up in the acceleration of urban culture is almost instantaneous.
The mass media in essence is one container or a forum of interaction between individuals (sometimes anonymously), one with individuals sharing. Each media must have its own characteristics. Whether its conventional media such as, as well as audio and visual electronic media like radio and television. Each of the media as having a special character which can be distinguished from one another.
The phenomenon is widespread among young people of our country today is the use of new mass communication media such the Internet. New media is mainly used as a venue to find friendship, soul mate, even as an identity-forming media. In this case, consumption or use of communications media are only enjoyed limited symbolic value only. As a booster prestige self. Extreme, cyber medium used as media representations of identity.
In its development, the presence of new media like therepresents one form of appreciation and innovation to the development of the previous conventional media which is considered still unable to meet the needs of someone going to the nature of immediacy of information. So in the current decade the Internet was born as a form of new media of mass communication.
A media dubbed as the new gender in the development of media, cyber, has various advantages.
In instance, a site called myspace.com that can represent the interests of individuals and groups will be a thing that is music. Therefore the image of the trial significantly raised by the host or owner of myspace.com domain, this is the process of global communication interaction between diverse individuals in all parts of the world will be a similar attraction is the universal interest in music. Another interesting example of the development of mass communication is the existence of a site called friendster.com. Years later, the media spotlight this friendship got your heart in young Indonesian audience.
What will happen to this world if(1400? -1468), A pioneer inventor of printing machines from Germany did not find a printing press in the fifteenth century ago, what the hell was going to happen? Is the development of human civilization, including mass communication platform, will accelerrates as fast as today?
Media, political interest
In science communication, the media is divided into two parts of the poles. First, the general media, the media is the plural is owned by all people with centralized managing body that is held by the government, according to Article 33 of the. Secondly, the mass media. The mass media is literally the means of communication used for the purpose of the object in the form of a public audience or a variant of the media, both electronic media and print media.
Can be ascertained that the targets are those who have the material to access the information. Then through the media is an individual, institution, or other interest groups can interact with the other mass media. This decade development showed a significant improvement in terms of quantity. Post-reforms after Soeharto stepped down rolling on 28 May 1998, an increasing number of media can not be dammed again. This is supported also by the previously considered the legality of restraint, is amended to finally produce UU.No.40 of 1999, whose content is more democratic.
The media has a crucial role, especially as media opinion formers in addition to it’s duties as a transmitter of information and watchdog of the government, generally as a social control. Print and electronic mass media has its own characteristics in running role. More simply, we can analyze it through advertisements contained on each media. In the election ofa round back, the contestants are made up of five pairs of presidential-vice presidential race in order to gain the sympathy of the people with a variety of resources and effort.
Overview of media advertising in elections past
Pair of Mega-Hasyim on the occasion of the 2004 election and then dominate the time of purchase advertising on prime time, no doubt a reprimand was coming from a variety of monitors who cares about the democratization of the election. There are some ads that offered by the team success this pair. First, the ads that explores post-hurricane life of the state ofSoeharto stepped down after thirty two years of leading the country. In the ad depicted, that after the change of government representatives of the era to the next Assembly is mandatory and Gusdur-Habibie, the nation experienced a slump multidimensional. Starting from basic goods increase people’s needs, conflicts that never end, security in carrying out the life of society and other national problems that make all the ‘homework’ to Mega.
Implies, how difficult to overcome these national problems, so as to restore all the Mega require ‘second chance’ to complete the new task upon him while he’s running the wheels of government. There are interesting from this Mega advertisement fragment, the dominance of conflict events that continue to be raised. As Semanggi chaotic incident with the foreground of the military who are strives with the helpless demonstrators with siege apparatus. In semiotics, it is polysemy, can cause a variety of perceptions. The tendentious, it is raised so that the audience-especially the voters-a phobia against leaders with military background, as previously, thirty-two years of imaged as authoritarian and militaristic regimes. What is better than civil law, because at the beginning of the ads highlight the success of Mega reign in the field of micro-macro economics? Does the ad campaign is considering several rival black Mega military background?
In subsequent ads Mega-Hasyim pair offer REKOMENDASI program, which is a flagship program is a priority if elected to this pair of RI-1. The recommendation is an acronym of the Economic Plan for Mega and Hasyim who focuses on real sectorfor the welfare of the people of Indonesia. Explicitly implied that the people of Indonesia is not really needed at least a superior program but rather, whether, welfare of the people is guaranteed by the apparatus of state officials? So Megan was perceived more caring to the needs of real people. And certainly more populist.
Next let us look at the ad pair-Wahid. On one of their ads appear Wiranto was read a mandate in front of the panel (similar event), which in essence that he is entitled to take over the leadership reins of government if the security situation and threatened the integrity of the Indonesian nation. This ad is interesting as well, since, first, the thing that protrudes from the commercial break was clearly done in order to gain sympathy of the people of Indonesia. Imagine, Wiranto, who has since had a chance to bulldoze his political opponents won seats RI-1 with the wise reject a golden opportunity in front of the eyes and wanted a more democratic election, according to the corridor Pancasila and the rule of law and regulations. Indirectly in this ad Wiranto tried to communicate with people, this implies that in order to lead a country must be based on emotion or ratio? But Wiranto seemed to prefer a rational consideration of course with a thousand reasons, eg, reform euphoria that still crave rescue the nation from among non-military. Another interesting point of this ad, then, that seems well behind Wiranto-Wahid ad popular presidential candidate of the people of this period, Susilo Bambang Yudhoyono or are familiar with the call SBY. This implies the existence of a hierarchy in a leadership status, which appears from the language of the ad, we were herded perception that SBY is popular today is the junior Wiranto. Not only for civilian voters, these ads can be induced to sectarian interests among military voters.
Other couples in the 2004 elections this is Amien-Siswono pair. On one of its ad team winning a succession of RI-1 of Amien-Siswono pair is highlighting the benefits of Amin and Siwono compared with other couples. Amien Rais in the ad description highlighted representation as a reformist who had been missed by the majority of post-Suharto Indonesia, while Siswono constructed as a representation of the underprivileged, especially the farmers who form the majority population agrarian country of Indonesia. In the ad implied that the real Amin to use people power to occupy the executive chair, but with the various considerations and given the political contract with the central axis then finally he had dismissed that opportunity wisely. Since he had become head of the Assembly. The question is precisely whether, by becoming chairman of the Assembly it can be considered an opportunist and can carry out its mandate with straightforward?
Furthermore, popular in 2004, which is now the holder of the reins of executive chairs, military spouse, entrepreneur, Susilo Bambang Yudhoyono-Jusuf Kalla. Candidates of anak bawang (‘children onions’) parties of Democrats and Golkar was united in common frame in order to make Indonesia a more advanced, it is said. Not much you’ll enjoy this popular couple in their ads, they are more focused on the empowerment of Indonesian man whole through education and economic development to work together along with the areas of life that involves a lot of people’s livelihood. Couple this with more moderate views that character assassination is childishness and put forward solutions.
As with the youngest partner Hamzah-Agum. In one of his ads last serial number pair is just boasting with emphasis vital life of Indonesian people with facilities for free. As the implementation of free education, free hajj operation, and other free things quite flirting in the ratio.
From little explanation above regarding the presidential-vice presidential candidate in the ad, there are some things you can that can be studies together. First, regarding the role of mass media in political education for the people through news information through the shows that it conveys. Secondly, regarding the influence of mass media advertising in influencing the cognition of the presidential-vice presidential candidate voters in Indonesia. Ads that are highlighted by the candidates ‘rulers’ RI-1 is certainly a program that is able to draw empathy and sympathy. Third, power tends to corrupt, absolute power corrupts absolutely, this sentence is so popular, so how is the correlation between power and media in the Indonesian community empowerment?
In the media realm all parties trying to get as much as possible the floating mass. In the realm of media and lifestyle trends with a variety of postmodern society have to be smart image visualization language to probe the hidden connotation that media advertising. Financier (candidate in political struggle) is to show the best side, where there is ketchup number two, right?