Television as a Media of Cross Cultural Understanding

Trihastutie, Nopita (2016) Television as a Media of Cross Cultural Understanding. In: International Conference on Language, Literary and Cultural Studies (ICON LATERALS) 2016, 29 Oktober 2016, Widyaloka Auditorium, Universitas Brawijaya.

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Abstract

In globalization era, television becomes an interesting discussion in the world of popular culture for its important function as a global information media. Cultural boundaries have become less so that the community’s need for cross cultural information has been much greater. The distance is no longer absolute because of the technological advances that are able to bridge it. By applying the perspective of symbolic interaction in popular culture, methods of questionnaires survey, and focusing on the cognitive and affective aspects of the social information process, this research examines whether, to what extent, and how VOA television programs aired on local television stations in Surabaya become a media of cross cultural understanding. The findings of the research shows that the VOA TV programs provides a lot of cross cultural understanding through social information process and cross cultural communication which includes affective focusing on attitude formation and cognitive aspect focusing on attitude change. The VOA TV programs become a media of cross-cultural understanding through their credibility and attraction as sources, delivering messages with clarity and positive argumentation, focusing on primacy and recent aspect of information, informing number of different arguments, having the effect of modality, underlining the context in which communication takes place, having influencibility, conformity, and persuadability on the receiver, and using techniques for making a person to change.

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