Tingkat Penggunaan Media Massa dan Peran Komunikasi Anggota Kelompok Peternak dalam Jaringan Komunikasi Penyuluhan

Abstract

The cattle agribusiness extension activities, similar with other types of extension are supposed to undergo a communication structure change. The communication pattern is no longer in the form of “oil droplets” extension having a top down outline, or relying on the “LAKU (visiting and training)” extension system which has a dyadic pattern integrating the top down and bottom up interest with an interpersonal or group communication approach. However, turning to participation and exchange of knowledge and experiences through “farmer as partner” communication pattern, (therefore) the advance technology and local traditions are forming a synergy. It is suspected that the cattle farmer communication pattern in cattle extension no longer relies on interpersonal. The objectives of this research are (1) to show communication behavior of cattle farmers in getting information, (2) analyze the level of participation of cattle farmers from the standpoint of performing communication roles in a cattle communication network, (3) devulge the closeness between personal characteristics relationship, interpersonal communication behavior and the usage of mass media with cattle farmer communication role in communication network, (4) formulate the communication extension model. Selected samples amount to 125 cattle farmer respondents, consisting of two highly developed cattle farmers group s, and two lesser developed cattle farmers groups. The research was designed as a correlated descriptive survey, and was conducted from December 14, 2004 until February 16, 2005. The results of research show: (1) there is a significant difference in the communication behavior among the advanced cattle farmers group and the less advanced group, indicating (the circumstance) a level of mass media usage by cattle farmers in getting information. From prioritised the interpersonal communication relationship in receiving and diffusing information to the media communication behavior, particularly in behavior impact of television broadcast and newspapers. The communication behavior of two cattle farmers group members have changed from the usage of interpersonal communication to impersonal communication (radio dan television). However, the use of mass media dominantly for news and entertainment, and for technical matters they still rely on communication network; (2) the level of cattle farmers communication role in a cattle communication network comprising of star, mutual pairs and neglectee, did not indicate a communication role as isolate. The advanced cattle farmers group members were more distribution communication role as neglectee, while the less advanced group were more distribution role of mutual pairs. The role of the star, was found more in the less advanced group compared with the advanced group; (3) there is formal education characteristic relationship significantly with tv and radio impact behavior, and the formal education characteristic relationship significantly with newspaper impact behavior...dst