humas

1. Media dan PR
Media dan Dunia Sosial
Industri Media dan Dunia Sosial
Pengaruh Politik terhadap Media

2. SOME LINKS AMONG THEORIES
First, the economist's notion of opportunity
costs and benefits can be viewed as an
application of frame-of-reference or adaptation-
level theory that falls under the social context.

3. Social context Politlcal Context Economic Context
Cultural and subcultural
Group maintenance and
task
Competition
beliefs achievement
Situational beliefs
Institutional leaders,
effectors,
Exchange
and activists
Frame of reference Politicians and technocrats Value, marginal utility, and
marginalreturns
Quality and number of
social contacts
Internalization,
compliance,
Opportunity costs and
and Identification benefits
Coorientation processes Central and peripheral Demand elasticity
information processing
Relative power and
coalition
Externalities
TABLE 13.1
Sets of Concepts Used to Study Social, Political, and Economic Contexts

4. Second, involvement has roughly the same
meaning and plays roughly the same role in the
Grunigs' situational-belief theory (presented
under the social context) and the elaboration
likelihood model of Petty and Cacioppo ( 1986)
(discussed as part of the political context
because it focuses on persuasion). In each case,
a highly involving situation is linked closely to a
person's self.

5. Third, the notions of marginal value and returns
in economics call attention forcibly to the
importance of beliefs about situations, just as
does situational-belief theory. A hamburger has
very little value in a situation where the
prospective eater has already downed 5-6
burgers. And so on.

6. Fourth, within the social context, cultural and
subcultural beliefs frequently steer, stimulate,
and constrain the consumption and
interpretation of information.

7. Fifth, cultural and subcultural beliefs often serve
as anchors for personal values. Within the
political context, Kelman ( 1961) said the
influence strategy called internalization occurs
when one links a behavior or belief to such
values

8. Sixth, power, a key element in the political context,
is generally viewed within the context of
competition, a central construct in economics.
However, the political and social versions of
competition often differ. As defined by economists,
competition tends to be of the win-lose variety.
That is, victory by one competitor makes victory by
others less likely. However, within management (
Argyris, 1974, pp. 133) and group-dynamics (
Cartwright & Zander, 1960) theories, coalition
formation focuses on win-win competition