Molyo, Priyo Dari, Adi, Dodot Sapto and Saudah, Saudah (2013) Pendekatan atribusi Polysemic khalayak untuk meningkatkan durasi. Jurnal Ilmu Komunikasi, 3 (1). pp. 1-16. ISSN 2088-981X

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Abstract

Television plays an vital role in shaping and influencing the perception, attitude, as well as behavior of the audiences. The powerfull effects of the television is due to its advanced technological capacity to overcome the space and time. All events occurred around the globe as such can be watched simultaneously by people all over the world. The technological improvement in the field of mass media have made an access to information easily available to people. As media user, therefore, they are have an obligation to have media more responsible to provide various educational and cultural programs.
As the numerous media become accessible to the people, they are urged to select which media programs benefit them most in searching the prefereed information. In doing this, they have to decide what kind of information they need to be put at the top priority. One way to accomplish this is to interpret as well to make meaning the media programs. This polysemic attribution is a process making meaning as well as reading the lines of media contents to suit people's mind-set and their cultural contexts. Polysemic attribution thus become a tool to incite people's knowledges on news provided by mass media.

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