Tingkat Penggunaan Media Massa dan Peran Komunikasi Anggota Kelompok Peternak dalam Jaringan Komunikasi Penyuluhan Sapi Potong
Abstract: The aims of study
were to investigate the communication behavior changes, in term of the level of
mass media used by the cattle farmers in utilizing the cattle extension
program; and to analyze the participation level of cattle farmers based on
their communication roles in the cattle communication network. This research
was designed as correlation descriptive survey towards sample of cattle farmers
head of families integrated into two groups of advanced category cattle farmers
group and two groups of less advanced, lived and having its place of business
in three regencies namely the West Java Sukabumi Regency, Central Java
Sukohardjo Regency and D.I. Yogyakarta Gunung Kidul Regency. The determination
of the regencies and the selected groups were conducted purposively, based on
the advance level data of the cattle farmer group derived from the Cattle
Farmer Directorate General office of the Ministry of Agriculture. The data
analyses were conducted using descriptive analysis comprising of frequency,
boxplot, percentage, cross tabulation, correlations matrix, inferences about a
mean factor or T2 Hotelling, and byplot test. The results of research showed:
(1) there was significant difference among the communication behavior in
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 prioritized the interpersonal communication relationship in
receiving and diffusing information to the media communication behavior,
particularly in behavior impact of television broadcast and newspapers. (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 had a
dominant communication role as neglectee, while the less advanced group had a
dominant role of mutual pairs. The role of the star, was found more in the less
advanced group compared with the advanced group.
Key words: cattle extension,
communication behavior, communication network, mass media usage, role of group
members
Penulis: A Saleh
Kode Jurnal: jppeternakandd060064
