PERSPEKTIF SOSIOLOGI MIKRO TENTANG FENOMENA KOMUNIKASINisa Kurnia I – Sosiologi Komunikasi 2012

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Micro approaches focused on person to person interaction.

Overview

Overview Micro Perspectives

Individu behavior as subject action, agent, agency

Teori Pilihan Rasional Teori Pertukaran Perilaku (Homans) Teori Pertukaran Sosial (Peter Blau) Teori Dramaturgi Erving Goffman Teori Uses and Gratification

Rational Choice Theory focused on individual behavior that based on rational choice

Teori Pilihan Rasional

Teori Pilihan Rasional Based on The Wealth of National by Adam

Smith Individual act based on their personal interest Result in collectives profit

Individual act based on preferences James S Coleman

actor choose their acts based on maximized the usage for satisfying their needs.

To intervene society = to intervene individual Based on utilitarianism philosophy

very capitalistic

Teori Pilihan Rasional Rational Act Theory, disadvantages:

Unbalanced information received Rationality differences between individuals Not all “action” can be explained Rejects the existence of soul, instinct,

emotional and irrational things Paying too much attention on the

relationship between “micro” and “macro” Neglecting relationship between the macros Neglecting dialectics relationship

Functionalism preposition explanation about individual behavior

Teori Pertukaran Perilaku (Homans)

Teori Pertukaran Perilaku (Homans) Skinnerian prepositions: Success preposition

Repetition of the “success” Stimuli preposition

Repeating advantage stimuli Value preposition

Higher value tend to repeated Deprivation-Satiation Preposition

Choosing another value Bless-Aggression Preposition

Aggressive comes from unsatisfied self

Teori Pertukaran Perilaku (Homans) Basic assumptions of Homan’s Theory:

Based on elementary economic transaction principle Extrinsic and intrinsic profit

Social structure as “exchange” arena Social exchange manifest on the tangible and

intangible Individual roles on social system determination Society starts from group of individuals In group analysis, will find:

Internal system External system

Based on collectivist structuralism thesis, focused on social property and structure

Teori Pertukaran Sosial (Peter Blau)

Teori Pertukaran Sosial (Peter Blau) Blau’s Basic Assumption:

Micro social reality can't be generalized Structure built from individual powerful dynamic

process Adapt Perennial and counter adjustment: Dilemma,

differentiation, dynamics and dialectical process. Micro structure built from interactions between

individual Micro group can’t be controlled by social oblige Understanding how complex organization works Why people do association?

Intrinsic and extrinsic needs

Teori Pertukaran Sosial (Peter Blau) Blau’s Basic Assumption:

Social structure built from individual behavior based on social exchange principles

Social process change from simple to complex

More complex group deliver power relation (neglect the social exchange principles)

Power how individual coerce their will into another.

Power, will this legitimized or resisted?

Teori Pertukaran Sosial (Peter Blau) Blau’s “The Emergence Principle”

group membership based on convention of values and norms as social transaction media.

4 Values functioned as social transaction media: Specific values as media of social cohession and

solidarity Social stratification born from social achievement

standard Values as collectives-legitimative function Opposition idea as reorganization and change medium.

So, social complexity with collectives value will survive if...

Teori Pertukaran Sosial (Peter Blau) Power

Power born from individual contribution on collective values social stratification

Authority rules society Authorative dilemma; between getting

power and legitimacy Power legitimation determine by social

values Is it general of specific?

Teori Pertukaran Sosial (Peter Blau) 4 Types of Mediator Values

Specific values function as social cohession and solidarity source

General values as standard for social stratification Convention values as medium to reach goal Opposition ideas is mediu to reorganize and

change 3 requirement for legitimized social complexity:

Formal organized principles Socialization to the next generation Dominant grop must follow the values

Individu as actor, try to fullfil audience expectation.

Teori Dramaturgi Erving Goffman

Teori Dramaturgi Erving Goffman Actor acts to adapt audience expectation Focused on “impression management”

Actor technic to built and preserve particular impression on the audience

Based on simbolic interaction by Mead Individual = Mind + Self

Interaction will happen if actor can adapt to the audience expectation

Identity built from this process Dramaturgical analogy

Teori Dramaturgi Erving Goffman Social life area according to Goffman:

Front stage being watched by audience Back stage actor built its impression

Front stage = Setting + Front personal Front personal = Appereance+ Manner Front personal, following collective

representation Audince also must know the rules of

dramatical stage

Teori Dramaturgi Erving Goffman Mystification technicques by actor

By building social space Self as a result from dramatical influence

built from dramatical interaction.

People choose media based on their needs and motives to reach gratification

Teori Uses and Gratification

Teori Uses and Gratification Talking about what people do with media Audience actively finding and choosing

media to fulfill their needs and wants Basic motives individual comes from their

expectations of gratification Individual used media for many reason:

Entertainment Giving information Selling Educationing Self actualitation

Teori Uses and Gratification Expectancy Value Theory

We expect therefor we choose the media Exposing self to media exposure in order

to get the effects of gratification Media Dependency Theory:

As world in chaos Fear appeal of the message People depend culturally on media

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