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Abstrak :
This book provides a comprehensive and historically based introduction to mass communication theory. Clearly written with examples, graphics, and other materials to illustrate key theories, the text traces the emergence of two main bodies of mass communication theory: social/​behavioral and critical/​cultural. It concludes with a discussion of how these two traditions support the media literacy movement and might be combined to produce a new theory of mediated communication. The authors emphasize that media theories are human creations typically intended to address specific problems or issues. This book helps students develop an understanding of theory so they can make better use of media and play a role in the development of new media industries.

Abstrak :
Summary: The most recent edition of the pre-eminent text in mass communication theory. Nothing else in the field is as comprehensive, as authoritative, or as popular. A market leading text from a world renowned author

Abstrak :
Penelitian ini bertujuan untuk mengeksplorasi inovasi komunitas agar produksi makna yang disampaikan melalui setiap simbol seni dan budaya tetap lestari. Penelitian juga bertujuan untuk mengetahui upaya komunitas budaya dalam mengembangkan media komunitas berbasis daring. Dalam beberapa tahun terakhir, media komunitas berkembang dengan memanfaatkan media daring sebagai konsekuensi atas globalisasi dan digitalisasi. Studi ini mempelajari komunitas budaya Bali Buja di Klaten, Jawa Penelitian ini mengacu pada strategi etnografi (mengamati media komunitas, menghadiri kegiatan komunitas, wawancara dengan pengelola komunitas) untuk mengeksplorasi penggunaan media komunitas oleh Bali Buja. Hasil wawancara dan observasi penelitian dielaborasikan dengan penggunaan film dokumenter. Film dokumenter dalam penelitian ini tidak hanya menjadi data analisis, melainkan sebagai upaya proyek kolaborasi komunitas. Film dokumenter menjadi strategi baru untuk penelitian kualitatif. Penggunaan dokumenter berbasis penelitian digunakan untuk memenuhi tujuan pendekatan penelitian yang mendalam. Hasil penelitian ini adalah: pertama, komunitas mengandalkan partisipasi masyarakat yang secara kooperatif membangun inovasi teknologi media. Kedua, media hiperlokal dikembangkan untuk tujuan menjangkau warga komunitas yang berada di luar wilayah geografis mereka. Ketiga, peran aktor sosial memengaruhi usaha komunitas dalam mempertahankan aksi pelestarian budaya. Berlandaskan falsafah kehidupan Jawa seperti memayu hayuning bawana dan ngeli ning ora keli, komunitas budaya berupaya mewujudkan ketahanan budaya. ......This study aims to explore community innovation so that the production of meaning conveyed through every artistic and cultural symbol remains sustainable. The research also aims to find out the efforts of cultural communities in developing online-based community media. In recent years, community media has developed through online media due to globalization and digitalization. This study draws on ethnographic strategies (observing community media, attending community activities, and interviews with community managers) to explore Bali Buja's use of community media. The results of interviews and research observations were elaborated with documentary films. The documentary film in this study is not only a data analysis but also a community collaborative project effort. Documentary films are a new strategy for qualitative research. Research-based documentaries are used to fulfil the objective of an in-depth research approach. The results of this study are: first, the community relies on community participation which cooperatively builds media technology innovation. Second, hyperlocal media were developed to reach community members outside their geographic area. Third, the role of social actors influences community efforts in maintaining cultural preservation. The cultural community seeks to create cultural resilience based on Javanese life philosophies such as memayu hayuning bawana and ngeli ning ora keli.