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Utilization Theory of Communication and Media Technology in Modern Life
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Written by Debora Yona
Category: Development Communications Technology Published: May 6, 2014

The development of information technology and continues to grow today. Media continues to grow following the seiringnya time. Utilization of the media will be felt if everyone used it to match what is needed. For example, television is very large striving for perception and behavior, these media provide insight and effects that can be accepted by the mental and the power of human thought. The use of this medium can be carried out in accordance with the rules of its use, do not go beyond the limits that should not be done. Utilization of the media also have an impact beside which can also lead to anti-social behavior therein. And it has been many theories exposed highly related to media including: - Uses and Gratification
In this theory explains that a group of people or himself had considered active and selekti in using the media as a way to meet his every need. This theory in the mentioned by forward by Elihu Katz, Jay G. Blumlerm and Michael Gurevitch in 1974. In this theory focused on the use (uses) media for satisfaction (Gratifications) or to one's needs. It can be said also that every individual or the audience to be as social beings who possess selective in receiving a message from the mass media.
So it can be concluded a group of people or the media users who use the media as a way to memenuhiu needs and be active in every part and process Komuikasi has happened and oriented at each destination nyang used when using these media. - Social Learning
This theory is often called the theory of observational learning. That is an observational study or observation. This theory was put forward by Albert Bandura, he was a psychologist at Stanford University, United States. which explains the relatively new study was comparable to the theories of learning more. Bandura has suggested 3 assumptions, including:
1. That individual will do the learning and will imitate what is in the environment, particularly the behavior of others.
2. There is a very close relationship between students and the environment, and in learning there are three parties in it, namely: behavioral, personal and ingkungan Factors.
3. The results of his study in the form of visual and verbal codes of conduct that manifested in behavior in everyday life. - Cultivation Theory
This theory is a theory which means the cultivation of a theory based on the context of mass media linkages with the planting to a value that will influence the attitudes and behavior of audiences. This theory was successfully put forward by Professor George Gerbner in 1960. He has conducted research on 'cultural indicators' that aims to study the influence of television. He wanted to know the effects of television on every sikatp, behaviors, and values of audiences. According to this theory the television into a big hand in planting and the formation of values in society. According to this theory anyway television became the main tool in which the television audience to learn about the people and culture environment. Telvisi that may affect perceptions and perspectives that exist within the community. - Multistep Flow models
According to this model say the interrelationships of the media to the audience (will interact with each other), the process is returned again to the media, and then back again to the audience and so was the next. Through many flow model this stage, every person who receives the message can direct the mass media, can also be indirect. Does not necessarily mean they can receive messages through the media or opinion leaders in direct contact with the media. In fact, each individual can obtain information from other individuals. For example, an individual receives a message through the leader (after propagated through the respective groups of them), then the individual was seeking other information from another individual. Or it could be an individual receives a message from his group but he can also get other information from the other groups as well, so with a lot of possibilities for the information he becomes more and also complete. - Priming Theory
Priming theory is the impact of stimuliyang response associated with behavior that have been there before and will influence the actions or judgments will be made thereafter. In the context of media, priming is the impact of media content, for example: the coverage of political figures, (Surya Paloh) on behavior or audience ratings that appear later for example to support or condemn in the general election. In this theory, there are two characters. First is the power function of priming the double function (dual effect) of the intensity and novelty (recency). Intensity refers to the amount, while the novelty refers to the interval between prime and target. And the second is the priming effect will disappear over time. Priming theory was invented and built on the assumption that people do not elaborate knowledge of political issues and do not consider everything you learned when making political decisions. Very note is something that most quickly flashed in his mind. - Agenda Setting
This theory was put forward by McComb and Reynolds in 2002. In it Agenda Setting acts affecting topics as deemed necessary and useful in the public agenda. Agenta This setting is the idea that a media through which news is delivered will determine the issue of what would be considered important by the public. Concepts related to the agenda are setting the public agenda. Then the media agenda that will affect the public agenda and the policy agenda. Figures originator of this theory believe that the media does not have the same effect on the audience. As well as his research will show that the media have a significant impact only on those who have a high degree of orientation. And also very influential regarding the uncertainty of public positions on issues being discussed and disputed. - Critical Theory
This theory is a theory of the result of the initial idea of a hero is quite well known that Karl Marx is not yet published. This theory was discovered in the early 1900s. In this theory brings society in general have the oppressive nature and mengaliansi. And also on this theory tends to further highlight the psychological aspects than economic aspects. This theory aims to eliminate various forms of domination and encouraging freedom, justice and equality, and can be done in a way to criticize in it. Above theories carry and followed according to the times. Then the media will indeed continue to evolve and every human being must with automatic entry in the development of these technologies. Inside media have benefits for someone who did well. That media may contain results of thoughts, experiences, aspiration to many people, the media can also improve the efficiency of learning with their media learning system that is given by the teacher is easy to apply and be accepted by the students, the learning method is also more varied. But because of abuse against the media, he creates a destructive attitude, or so-called anti-social behavior. That behavior will occur usually due to a mismatch between a person's attitude to the norm in the society, then the emergence of the behavior of someone who behave against the norm in social life, psychological conditions that should not exist in him (can be influenced by others). Inii antisocial behavior it can be done by anyone without any age limit, but because of "irregularities", this behavior is generally accepted jointly or by anyone, it is generally identical to the antisocial behavior of young children of school age. So oragtua who played a major role so that this behavior is not tertatanam in them from an early age. With the development of information and communication technology in my opinion the television media is the most powerful in impact (good or bad) to the public. Why ? Because only television reasonable and easy to use by everyone from small children to the elderly. So that the effects of television that brings changes in perception and behavior of every person. The nearest person who will quickly give a major influence on the restriction of use of this medium. For example, a small child. Parents who would quickly give change and mindset for each of their children. Can be done by giving a time limit while watching, do not get addicted to the show telvisi, accompanied as they watch television, and teach them if there is an error acarca delivery of the content of this medium. And because he was living in this modern age and the development of technology and communications very rapidly we are already old enough to use this medium, only yourself to supervise the use of these media so that there is no abuse in it, so that the behavior and perceptions are better educated.