MTV, Media Dan Format Global Kajian Tentang MTV Dan Bangunan Kultur Global

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MTV, Media Dan Format Global Kajian Tentang MTV Dan Bangunan Kultur Global MTV, Media dan Format Global Kajian tentang MTV dan Bangunan Kultur Global Oleh : Liza Diniarizky Putri Fakultas Ilmu Sosial dan Ilmu Politik Universitas Serang Raya Jl. Raya Cilegon, Drangong. Serang – Banten [email protected] ABSTRAK Dampak dari media televisi dan teknologi di dunia membangun sebuah global village, dimana perbedaan waktu dan ruang terkikis akibat sifat instant dari media tersebut. Televisi telah berhasil membuat apa yang terjadi di satu sudut bumi mampu disaksikan di sudut bumi lain dalam waktu yang bersamaan. Percepatan komunikasi seperti ini tentu saja sangat membantu proses globalisasi budaya. MTV adalah salah satu media global paling terkenal dan berhasil menyebarkan budaya. Tulisan ini mencoba mengkaji fenomena budaya global yang dampak dari MTV. Penelitian ini menggunakan metode deskriptif kualitatif. Hasil dari penelitian ini, MTV telah muncul sebagai satu media global, dengan lebih dari 252 juta rumah tangga di 80 negara mengaksesnya. Dalam perjalanannya selama 20 tahun ini, MTV memang telah mengubah budaya dunia. Trend yang berkembang sekarang seperti tidak dapat terlepas dari pengaruh yang ditularkan MTV. Kata kunci: media global, globalisasi I. PENDAHULUAN Kecepatan komunikasi melalui media instant dari media modern dan elektronik menggemakan kecepatan rasa. komunikasi dunia tersebut. Dalam visi ini, Melalui media seperti televisi dan internet, manusia mampu bergabung dalam campuran kita terkait bersama bumi dan ini membuat tempat, kejadian, dan lokasi. Televisi telah kita mampu untuk berhubungan dengan orang- berhasil membuat apa yang terjadi di satu sudut orang dari sisi dunia yang lain secepat kita bumi mampu disaksikan di sudut bumi lain bertemu dan berbicara dengan orang-orang di dalam waktu yang bersamaan. Percepatan sekitar kita. Kecepatan media elektronik komunikasi begini tentu saja sangat membantu mendorong kita beraksi dan bereaksi pada isu- proses globalisasi budaya. MTV adalah salah isu global. Revolusi informasi dan komunikasi satu media global paling terkenal dan berhasil. jaman ini melahirkan peradaban baru, yaitu Dalam perjalanannya selama 20 tahun ini, kehidupan yang tidak dibatasi lagi oleh ruang MTV memang telah mengubah budaya dunia. dan waktu. Satu trend dalam masyarakat Trend yang berkembang sekarang seperti modern saat ini adalah bagaimana tidak dapat terlepas dari pengaruh yang membangun dunia secara universal, ditularkan MTV. Saking mengglobalnya merangkum dunia menjadi satu. Melalui dunia budaya pop yang diusung MTV, hingga anak- informasi dan komunikasi pula, segala anak di kampung pun ketularan. 1 persoalan global dibahas bersama-sama, yang Musik ternyata tidak sekadar hiburan, akan bermuara pada tapi sudah berubah menjadi gaya hidup. Bahkan kondisi kehidupan yang lebih dewasa ini, MTV tidak terbatas pada soal musik, menyenangkan. Media televisi sebagai salah tapi juga mulai memproduksi film teaterikal, satu pionir dalam membentuk bangunan game show, dan penghargaan bagi dunia hiburan global, kini menjadi media informasi dan dalam berbagai manifestasinya. Ini komunikasi yang terus berkembang pesat. menunjukkan bahwa MTV ingin menerobos Efek dari televisi dan sistem komunikasi masuk dan membangun identitas baru bagi di dunia membangun sebuah global village, pemirsanya. dimana perbedaan waktu dan ruang atau lokasi Profesor Robert Thompson, pengajar di geografis dan nasional terkikis akibat sifat Syracuse University, yang menonton dan menganalisis TV bagi kehidupan manusia, mengatakan bahwa MTV membidik kelompok Tidak lama sejak didirikan lebih dari dua masyarakat yang khusus dan memberi mereka dekade lalu, perkembangan MTV sebagai identitas. Ketika MTV hadir, industri benar- trend global di pasar kaum muda melesat benar berubah. Tiba-tiba musik tidak lagi cepat. Melalui berbagai macam strategi sekadar suara yang bagus, tetapi juga yang komunikasi internasionalnya, MTV berhasil terlihat bagus. Ukuran-ukuran modern bagi membangun kultur global dengan generasi muda saat ini adalah gaya hidup yang memberikan identitas baru bagi pemirsanya. nge-pop, atau yang sering disebut generasi MTV, dengan deklarasi singkat pada 1 Agustus 1981 di negara asalnya, Amerika Serikat. 1 2 Jurnal Komunikasi, Volume 2, Nomor 3, Mei - Agst 2014, halaman 1 - 11 II. PEMBAHASAN Berbicara tentang keempat fokus studi 1. Media Global komunikasi internasional di atas maka tidak mungkin jika dilepaskan dari pembicaraan Komunikasi internasional adalah tentang media global sebagai sebuah wadah komunikasi yang dilakukan oleh komunikator komunikasi yang memediasi segala bentuk yang mewakili suatu negara untuk komunikasi internasional di dunia saat ini, menyampaikan pesan-pesan yang berkaitan yang dari hari ke hari terus mengalami dengan kepentingan negaranya kepada perkembangan yang pesat. komunikan yang mewakili negara lain. Fokus Beragam pandangan berpendapat kajian dari komunikasi internasional adalah mengenai keberadaan media global ini, berusaha seluruh proses dimana data dan informasi mendefiniskan secara pasti apakah media global mengalir melalui batas-batas negara. Subjek itu sebenarnya. Berikut adalah beberapa aspek dalam kajian komunikasi internasional tidak yang bisa digunakan untuk mengukur sebuah hanya berfokus kepada arus data dan informasi media global, apakah dapat dikatakan sebagai yang ada, melainkan struktur arus yang media global atau tidak: tidak terbatas dalam terbentuk, aktor-aktor yang terlibat di ruang dan waktu, menyebabkan perubahan dalamnya, sarana yang digunakan, efek yang kebiasaan masyarakat dalam beraktivitas, ditimbulkan, serta motivasi yang memberi efek pada budaya lokal, dapat diakses mendasarinya. di tempat-tempat terpencil, dan konten acaranya Menurut Markham (1970), unit primer yang menawarkan pengalaman yang sama bagi yang diamati dalam komunikasi internasional semua pemirsanya hingga dapat menyatukan adalah interaksi antara dua negara atau lebih seluruh dunia. yang sifatnya Mass Mediated Communication. Mengacu pada kelima aspek tersebut maka Dapat dikatakan, komunikasi internasional jelas kita ketahui bahwa media yang saat ini adalah suatu pembelajaran tentang berbagai berada di tengah-tengah kehidupan kita hampir macam Mass Mediated Communication antara kesemuanya merupakan media global. Sebut saja dua negara atau lebih yang berbeda latar seperti internet dengan segala keberagaman di belakang budaya. Perbedaan latar belakang dalamnya, seperti Twitter yang mampu membuat budaya tersebut seperti perbedaan ideologi, Mbah Surip terkenal hingga ke negeri seberang budaya, perkembangan ekonomi, dan perbedaan saat dirinya meninggal dunia. Namun bahasa. kebanyakan media global yang ada justru Pada awalnya, fokus studi komunikasi merupakan media konvensional seperti televisi internasional adalah mengenai arus informasi dan sebagian besar didominasi oleh merk-merk antar negara-negara yang terus mengalami dari USA, sebut saja seperti CNN, MTV, BBC perkembangan hingga berujung kepada studi dan VOA. Meskipun ada media besar yang tidak tentang propaganda. berasal dari USA, seperti Vivendi Universal Perubahan paradigma komunikasi misalnya, yang berasal dari Perancis, tapi sistem internasional dari Free Flow Information media global di dunia ini secara garis besar menjadi Free and Flow Information masih diatur oleh media-media dari USA, menyebabkan perkembangan fokus studi sedangkan media lainnya yang non USA hanya komunikasi internasional menjadi studi berkuasa atas medianya dari segi profitnya saja. tentang imperialisme media, globalisasi, Media mereka pun terpaksa mengikuti sistem privatisasi, serta era informasi. Seiring media yang ditawarkan oleh media asal USA dengan perubahan paradigma arus karena memang sistem merekalah yang disukai komunikasi internasional tersebut kebanyakan orang hingga memberikan banyak muncullah NWICO (New World Information keuntungan. and Communication Order) atau tata informasi dan komunikasi dunia baru. 1 Lihat http://enikkirei.multiply.com/journal/item/20/Fenomena_Music_Televisions Liza Diniarizky P, MTV, Media dan Format Global 3 Pelaku media massa global saat ini atau yang biasa dikenal dengan sebutan MTV tidaklah dimiliki oleh masyarakat homogen adalah salah satu stasiun televisi Amerika yang memiliki kesamaan tujuan di dalam Serikat yang mengkhususkan tayangannya menyebarkan pandangannya kepada pada acara-acara yang berkaitan dengan masyarakat. Mereka justru berasal dari musik. MTV pertama kali diluncurkan pada beragam entitas, seperti misalnya stasiun tanggal 1 Agustus 1981 oleh Robert Pittman televisi Al Jazeera yang berasal dari Qatar. yang berkantor pusat di New York, Amerika Mereka memiliki 4 kantor Al Jazeera English Serikat. yang berlokasi di Doha, Kuala Lumpur, Pada penayangan awal, tepatnya pukul London dan Washington DC. Al Jazeera 01.00 waktu New York, MTV muncul dengan merupakan stasiun berita terbesar ketiga perkataan. “Ladies & gentlemen, rock & roll” setelah BBC World News dan CNN yang merupakan kata-kata pertama yang International. Saat ini media massa berperan diucapkan pada saat gambar pesawat ruang sebagai kekuatan trend setter untuk isu-isu angkasa diluncurkan, yang kemudian kata- global, baik persoalan politik seperti hak asasi kata ini menjadi logo piala MTV Video Music manusia, lingkungan hidup, maupun Awards. MTV pun menyajikan pemandu terorrisme internasional, hingga ke persoalan acara yang masih muda dan segar, yang budaya dan gaya hidup. disebut dengan VJ atau video jockey. Mirip Music Televisions atau yang lebih dengan DJ (disc jockey) dalam radio yang akrab di telinga kita sebagai MTV bertugas memandu program
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