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Media Literacy

Our Presentation

Media literate youth and adults are active consumers of media.

→ Many forms of media – like television – seek to create passive, impulsive consumers. Media literacy helps people consume media with a critical eye, evaluating sources, intended purposes, persuasion techniques, and deeper meanings.

EXPLANATION

As we know, we currently live in this era which everything is modern and sophisticated, and we can directly feel the difference/effects. For example; back then, if we want to get updated with the latest news, we usually get it through TV / newspaper. But nowadays, it's way easier. With just a single click, we can easily access news or anything we want to know in the internet, by using our own gadgets. And we can do it anywhere, anytime.

Also, as the technologies are getting advanced, it requires us, who are the consumers of media to change from a passive audience to an active one. What I mean by an active audience is we can interact with the media itself, like we can comment on particular news or vote for particular event. But not only that. As an active audience, we should start consume media with a critical eye.

Back then, most of us consumed media just as what it said. So when a news came out, we'd just believe everything said there. But these days, youth and adults as the active consumers of media should start sort which news they should take and which they should ignore/push aside.

But in my opinion, the amount of active consumers in the context of sorting media messages, in Indonesia aren't that much. How could I say that? Because there are many cases which actually aren't a really big one, but they make it as it's really big deal. Besides that, many media in Indonesia are owned by politician which makes some of them broadcasting unbalanced news.

Let's take example at 1st, MetroTv, it is under Media Group which is owned by Surya Paloh, one of a politician in Indonesia, and he used to be the president of Metro TV until 2006 and he's still its Chief Director. 2nd, MNC Group which is owned by Hary Tanoesoedibjo. 3rd, TV One which is owned by Aburizal Bakrie. Do you notice that the 3 of them are all politicians? Let's go back at 2014. During the president election, TV One and Metro TV both broadcasted about news related to it. At first glance, it might look the same. But if you observe, they actually sharing 2 different things. Metro TV, at that time was a pro to Jokowi. While TV One, is a pro to Prabowo. So they shared abt things that would give benefits to each candidate they're rooting for. So basically, some of politician use media for their own benefits, without us knowing.

TOLAK ANGIN

VIDEO

Definition : Tolak Angin is a herbal supplement with honey that supports the health of immune system.

The advertisement took place in America which is one of the developed country and the leading country of the world. The product itself has already exported to several countries including America which means the Tolak Angin quality is guaranteed and has international standards. Not every local product from Indonesia can be exported to big country like America for example, so there’s no doubt From the video we can see that many people in America are consuming Tolak Angin and get satisfied about how it helps them to overcome daily disease.

“All this time, we don’t directly export abroad. Importers from about 15 countries come to us to sell it abroad. But this year, we want to start exporting directly,” said Sido Muncul president director Irwan Hidayat, whose grandfather, Rahkmat Sulistio, founded the company in 1940 with three employees as a family business.

Also, there are some public figures such as Nadine Chandrawinata and Dahlan Iskan.

1. Nadine Chandrawinata is an actress, model, and the former of Putri Indonesia 2005 as well as finalist of Miss Universe 2006 representing Indonesia. She is famous in her hobby, which is traveling.

2. Dahlan Iskan, is the former Minister of BUMN and the former CEO of Indonesia Newspaper Publisher Jawa Pos Group.

These two public figures are chosen to be the model of this advertisement is because;

First, Nadine. Although her main occupation is a model, people mostly know her about her travelling hobby. She likes to travel around Indonesia or the world. Her travelling skills need good stamina, endurance, and health immune system to go through any obstacles along the way. That’s how Nadine Chandrawinata supports the product to represents their purpose.

Second, Dahlan Iskan. He is the former minister of BUMN, meanwhile BUMN is our state owned corporation. Tolak Angin is one of Indonesia’s typical product that we should be proud of. Dahlan Iskan support local product and so do we. Even our local product has wide-spreadly all the way to America and their people trust the capability of Tolak Angin.

Selling Points

a) Using only Indonesian original trusted herbs & spices.

b) Has multi purposes such as; masuk angin, support health immune system.

c) Proceed by high quality technologies and international standards.

d) Guaranteed hygiene.

e) Export quality.

f) Easy to find and available in drugstores, mini markets / supermarkets, even in small stores.

g) Available in several cities in America, such as; Los Angeles, New York, San Francisco, San Diego and Las Vegas.

Marketing Target

→ All ages from all socialities.

Tone & Emotion

→ It makes us feel re-energized and it's something we should be proud of because, this product which
is originally from Indonesia is popular in America & other countries.

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