Prfm Sociology

1314 Words 6 Pages
What is PRFM actually doing by facilitating the formation of Netizen Photo PRFM Community? Does PRFM still function as mass media, since conventional theories do not say that mass media need to be a community moderator like what PRFM is doing? According to Patria, from the beginning PRFM always prefer to be a medium amongst people so it could make significant social changes. PRFM already considered that the one-way practice as the conventional mass media do is no longer effective to make improvements in the public issues. Consequently, the nature of the media that are directly involved with the grassroots would be more effective. That is the reason why PRFM chose to use a liquid way to approach its audience, and moreover, it even actively participates …show more content…
This is in the same track with the prediction by Witschge (2012) who observed a blurring of distinction between journalists and the audience as a result of the technological advances. According to Witschge, there would be a time when the newsroom is interfered by the audience in terms of the news material production. Journalists and audience are no longer having provider-customer relationships, but more partnerships. The media in turn will depend on the activity of the audience, they will no longer be the dominant sources of information as formulated in the mass communication classical theories. This is what happens at the moment with PRFM and its …show more content…
As we know, referring to the classical theory, the main functions of the media are as an observer and information provider about events in the community, in addition to connecting and giving the context of the news with the culture of the community, providing entertainment and acting as the agent of change (McQuail, 2010). The role of the mass media as public activity moderator was not included in it. It was considered to be leading to a confusion between the mass media and community media that serve a group of people. However, what is happening today makes the discussion about media functions cannot be too rigid. In the thought of the contemporary theories, the role of moderator in fact emerged as a form of mass media responsibilities to open public forum. The media are no longer seen as the dominant sources of information, but rather as channels of mediation within a swirl of discussion in the public sphere as proposed by Habermas in the 1960s (McQuail, 2010). In relation to this, it can be interpreted that PRFM does not violate their function as mass media, but it is only doing its role as moderator, as stated Leonard (Reich, 2011) and Hermida (2011). In other words, the function of being moderator is a part of the main functions of the mass media at the moment, in which public comments cannot be separated with the publication of

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