Mass Media Influence On Affective And Cognitive Behavior In Audience

INTRODUCTION
Technological developments have brought us to the era of mass communication since the invention of the Guttenberg printing allows the production of books in bulk until it reaches its peak after the discovery of the internet. Guttenberg invention encourages the publication of the first newspaper. After the industrial revolution and technology, energy spur electric plant and transport, underlying growth appears and radio, film and television who, further to create a multimedia information technology such as Internet networks.
Since the year 1964 has reached the mass communications world public directly and simultaneously. Through satellite communications today we are enabled to convey information (messages) of data, images, and sounds to millions of people around the world simultaneously. The development of communication technology / information move quickly brings us to the era of information society, where almost all aspects of life is influenced by the media presence farther into the human life.
EFFECTS OF MASS MEDIA PRESENCE
The presence of the mass media also foster a certain sense. We have a positive or negative feelings on certain media. The growing feeling of love or believe in certain media may be closely related to an individual's experience with mass media and mind of the individual; may be factor content of the message at first very influential, but then that's the type of media attention, no matter what broadcasting.
Considered active audience using the media to satisfy their needs (uses and gratification).
Wilbur Schramm stated that the limited area of a person's life space, which was initially determined on the ability to read and write, then determined by how much he was dealing with the media. This means that the media has a significant influence on human life.
The extent to which the impact of media on their audience is still a matter of debate. Elisabeth Noelle-Neumann is one of the scholars who embrace the concept of powerful effects of mass media. He mentioned that the mass media is Ubiquity, which means that department. Able to dominate the mass media and information environment is everywhere.
Because of its supermarket, rather difficult to avoid the mass media messages. Meanwhile, Richard T. La Pierre argues that the new mass media would really matter if he had managed to establish intimacy with their audience.
It required a different approach in looking at the effect (impact) mass media. In addition to the messages and related media itself, according to Steven M. Chaffee, the second approach is to see what kind of changes that happened to audiences of mass communication - the reception of information, changes in feelings or attitudes, and behavior change; or with other terms, changes in cognitive, affective, and behavioral. The third approach to reviewing the unit of observation is subject to the effects
COGNITIVE EFFECTS OF MASS MEDIA
Cognition is the process that occurs in our minds is, look, observe, remember, perceive something, imagine something, think, think, assess, consider and estimate. Media have a powerful influence in shaping one's cognition. Media provide information and knowledge which can eventually form a perception.
The impact of mass media (the ability to cause cognitive change among individuals) has been dubbed the agenda setting function of mass communication. Herein lies the effect of the most important mass communications, the media's ability to structure the world for us (danShaw McCombs, 1974:1). Mass media affect public perceptions about what is considered important. The mass media did not determine "what to think", but it affects the "what to think about". By selecting specific news and ignore the others, by highlighting one problem and ignore the others, the media shape the image or picture of our world as presented in the mass media.
Wilbur Schramm (1997:13) defines information as everything "to reduce uncertainty or to reduce the number of possible alternatives in the situation." Information will organize the structure or the reality, that reality appears to be a picture that has meaning.
Reality that the media is a reality show that is selected or the reality of second-hand (second hand reality). Because the mass media reported the real world to be selective, the effect is to give status and creates stereotypes.
Erie Country Study found that the mass media do not control how thinking voters. The mass media here is more functional to reinforce existing beliefs. Three forms of media influence is the activation, strengthening and conversion.
EFFECTS OF MASS MEDIA affective
Affection is literally a kind of mental status caused by external influences.
Affective effects media have of course, otherwise there is no point in any public relations efforts that many made by politicians or businessmen in the media. Television media have a major impact on his audience affection. Through the television audience to feel emotionally involved with the character shown. The most recent example is the incessant media coverage of Obama, making the most audiences are not interested, too, delighted with his victory. So what happened to some students who meet the author. But someone who has information or knowledge of the wider will not adversely affected by the artificial reality of the media. A student who belonged to this category tend to be skeptical and even cynical with the euphoria of victory for Obama. For him the U.S. policy could not be any different than the winner. On the other hand some respondents also expressed his ignorance because it is less their attention not because of information or knowledge they are better.
As stated Oskamp, the influence of mass communication mediated by factors such as predisposing personal, selective process, membership of the group. Audience is not uniform, they are unique and individual consciousness. Even in a group of students, writers get the facts that much different and opposite.
In a comprehensive study on the impact of mass media, Joseph T. Kappler reported that people often seek comfort because they want to release the pressure from the weight of her emotions of everyday life. They want to appease the feelings of a way to read comics, watch movies, and enjoy entertainment on the radio and television. In addition, entertainment is also serves as an important element of a good life, even to serve as a status symbol. At the very least, entertainment help a person feel happy.
"The crowd that is more comic book readers have a sense of humor is higher due to the comic audience mengkuti flow kamik"
Klapper concluded that mass media does not by itself cause the audience to be more apathetic, passive or aggressive, but (probably) strengthen the tendencies that have existed among the recipients.
BEHAVIORAL EFFECTS OF MASS MEDIA
Behavior covers a wide area, in relation to the theme of this paper we choose is the effects of mass communication in social behavior of accepted (prososial behavioral effects).
Prososial effects of mass media can be explained by social learning theory of Bandura. According to Bandura, we learn not only from direct experience, but from the imitation or peneladanan (modeling). Behavior is the result of cognitive factors and the environment. That is, we are able to have certain skills, if there is a positive thread between stimuli that we observe ourselves and characteristics.
Bandura describes the process of social learning in the four stages of the process: the process of attention, the process of remembering (retention), motor reproduction processes, and motivational processes. The learning process begins emergence of events that can be observed directly by seseorangtertentu or picture thinking patterns, called Bandura as abstract modeling - such as attitudes, values, or the perception of social reality. Through mass media, one can observe other people who engage in certain behavior on television, for example, and be able to practice that behavior dalm life.
According to Bandura, the events that attract attention is a simple and distinctive, recurring, or create positive feelings in the viewer. Besides the influence of personal factors, other factors as a determinant in choosing what will be respected and exemplary are: demographic characteristics, needs, emotional atmosphere, value, and past experience.
After observation, the next process is the storage of the observations in the mind to be recalled will act accordingly when a given model. Then on one motor reproduction processes reproduce the model behavior or actions observed. Implementation of model behavior can occur when reinforced with a reward or motivation. This is the motivational process.
Social learning is particularly effective with mass media like television, where we have doubled the strength of a single model that sends the ways of thinking and new behavior for many people in different locations.
The mass media can influence audience behavior. According to social learning theory of Bandura, people tend to imitate the observed behavior; stimulus becomes a model for behavior. Almost all the respondents who authors observed a trend-following behavior displayed by the television. How to talk using slang, the way the artist dressed in a soap opera, the use of products displayed by the ad, to the way students express opinions that are identical style with demonstrations and burning tires on the highway.
News, talk shows, political parodies to encourage viewers to be critical and reactive government policies and social conditions. Students learn from the television show-how to deal with the social or political issues. The issue is not all student television viewers as news or political talk show that will behave like a critical or radical demonstrations or join the movement for example left. Audience must be able to save his observations in his mind and called back when they will act in accordance with the example given. Implementing the model behavior depends on the motivation. Motivation depends on the affirmation. There are three kinds of reinforcement that encourages a person to act: external validation, affirmation turns (vicarious reinforcement), and enhancing self (self-reinforcement). So, for example for a demonstration on a new television or newspaper work when there is a climate that allows, for example, when others do not scorn or want to appreciate our actions.
Someone also be encouraged to model behavior when he sees other people who do the same rewarded for his actions. We need reassurance turns. Although we do not get a reward (praise, recognition, status and so on). But seeing other people see other people get gamjaran because we want to act Model will help the motor reproduction process.
Finally, exemplary action will we do to ourselves when pushing the action. Encouragement of self that may arise from feeling satisfied, happy, or fulfillment of the ideal self-image. We will do a demonstration if we believe that the way we contribute to society.
CONCLUSION
Based on the above discussion, it can be concluded that the impact of media on audiences were there but not as a determinant in decision-making but as an affirmation of the decision of the d NFORMATION provided by the mass media.
Frame or field of reference and experience of each individual that makes the individual or audience able to analyze the information conveyed by the mass media, print or electronic.
In relation to the formation and change of attitude, the influence of mass media can be summed up in five general principles:
1. The influence of mass communication mediated by factors such as predisposing personal, selective process, membership of the group (or other matters related to personal factors).
2. Because of these factors, mass communication usually works to strengthen the attitudes and opinions exist, although sometimes serves as a media converter (agent of change).

3. If the cause of mass communication attitude changes, small changes in the intensity of the attitude is more common than "conversion" (change the whole attitude) from one side of the issue to the other side.
4. Mass communication is effective in changing attitudes in the areas where people's opinion is weak, for example in commercial advertising.
5. Mass communication is effective in creating opinions about new issues when there is no predisposition to diperteguh (Oskamp, 1977:149).