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BALI TV AND IDEOLOGY AJEG BALI (Cultural Studies Perspective)
15/12/2015 Views : 281
I GUSTI AGUNG OKA MAHAGANGGA
In line with the process of mass cultural hegemony including television, undeniably has a central role to provide imaging to the public. Television has been able to make changes in the daily lives of modern society. Television sets always occupy a central location in a home and are an added value for their owners. Certain program settings can determine how individuals manage their time and activities every day. This allows individuals to witness events that are local and space and time away and these experiences can in turn inform or stimulate the emergence of individual acts or responses including collective responses. Acceptance of media events can expand the range of experiences that can be taken by an individual (Thompson, 1990: 33).
Hegemony emphasizes the form of expression, the way it is applied, the mechanism that is implemented to defend and develop themselves through the obedience of the victims, so that the effort successfully influences and shapes their minds. The process of hegemony takes place through cultural influences that are spread consciously and can absorb and play a role in interpreting experiences about reality (Latif in Eriyanto, 2001: 104).
In this case Bali TV through its CEO Satria Naradha tried to take a position as the creator of hegemony to preserve Balinese culture. Hegemony from outside which influences Balinese society such as through national and foreign private television, the negative influence of tourism is trying to counter it through its media texts. The creation of new hegemony to preserve Balinese culture was deemed necessary so that Balinese people would not lose their identity and eventually become isolated in their own land. Satria Naradha might feel able to make this happen because it has the capability and credibility as the owner of the oldest and largest mass media in Bali.
Audio-visual presentations on television make television said to have extreme power. Umberto Eco's opinion about imaging through television media can be used to see the effect of television shows in the community. Advertising in depressed countries is a message of revolution. This is because the drafter sending messages on both political and commercial advertising on television will be able to change the minds of their viewers without having to go to them one by one.
The choice of the right and popular semiotics of a recipient will influence his friends to use the same product. Like former United States President Bill Clinton who popularized certain brand cell phones, so many people use cell phones of that brand, regardless of old or young. It started from the television media, as conveyed by Umberto Eco, that television has become an ideology.
Eco further asserted, television has made its viewers as proletarians who are more unfortunate than the communist-made proletariat. This criticism may not be excessive. As we all know, TV viewers tend to be obliged to accept all programs aired by each station without the right to control, let alone regulate the shows, so viewers will appear passive (different from polling sms which the audience participates not for criticism but for other program topics or dialogues interactive which often just winds up for interested parties). This is what Umberto Eco calls an amusement ideology.
Listening to the Theory of Eco Entertainment Ideology, providing an understanding of television imaging has a big impact on society, it can be positive and vice versa can be negative. But the emphasis is that if television imagery is packaged in an appropriate and popular form of semiotics it will be able to influence audiences (Aridus, Bali Post Daily, 25 July 2004).
Uncertain conditions in the socio-cultural development of Balinese people which tend to be felt in a negative direction by Bali TV pushed Bali TV to frame television programs to raise this reality. At least what is conveyed by the media can make the public know even aware of what to do with the current situation.
"Ajeg Bali" was adopted as a symbol of Balinese awakening and awareness of this uncertain situation. Ajeg Bali is expected to be able to open the eyes and ears of the Balinese people to be willing to act and devote themselves all out to fight for Bali so as not to lose everything in accordance with their capabilities. Through Bali TV Ajeg Bali is always echoed whether in the news, public service announcements or more often implicitly entered in various programs produced.
Bali TV has taken positive steps in "selling" the ideology of the Balinese Ajeg. Besides seeking popularity, it is also trying to instill appropriate and negative values that must be abandoned in accordance with the present context. Its cultural transmission as an enlightenment media is recognized by many parties as able to turn Balinese people away and start thinking about what is meant by Ajeg Bali and what Bali is like now so that it is expected to be able to project Bali's future conditions.
The production of meaning does not ensure the consumption of meaning as desired by the coders. Television messages that are constructed as sign systems with various components of emphasis are polysemic. Television messages carry a variety of meanings and can be interpreted differently. Although a text will be structured in dominance that leads to the desired meaning, the meaning of the desired text from the viewer (Barker, 2004: 283).
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