Socialization Agents and Media's Role
📌 There are five main socialization agents: family (primary agent), work environment, school, peer groups, and mass media (secondary agent).
📺 Mass media is expected to transform and impart societal values and norms, acting as a crucial socialization tool.
📈 In Indonesia, television remains the most consumed medium by millennials at 89%, followed by online video platforms (YouTube/Instagram) at 46%.

Factors Influencing Media Reliance
📱 Mass media is highly accessible and familiar, with many households owning multiple devices (e.g., TV or mobile phones).
🧠 Mass media significantly influences knowledge, attitudes, and behavior through its content, including programs and advertisements.
📡 Society relies on mass media for fast and simultaneous information delivery to distant areas, surpassing interpersonal communication capabilities.

Media Consumption During Crises (COVID-19 Example)
📺 During the COVID-19 pandemic, television was the primary source of information for 47.04% of respondents in an Indikator Politik Indonesia survey.
📱 WhatsApp (47.1%) and Facebook (35.9%) were also highly utilized sources for pandemic-related news.
📰 Traditional media like newspapers (27%) still outperformed online news portals (7%) for news consumption among this demographic segment.

Effects of Mass Media on Socialization
💡 Media effects include cognitive changes (increased knowledge/understanding), affective changes (developing likes/dislikes or attitudes), and behavioral changes (observable actions or habits formed from consumption).
🤝 Socialization via mass media is most effective when media messages align with norms taught by family and other primary agents.

Optimizing Mass Media for Socialization
🎯 To maximize effectiveness, socialization efforts must have a clearly defined target audience segment (e.g., using children's songs for kids regarding health protocols).
💖 The content should be emotionally resonant, evoking sympathy or empathy, such as during disaster relief campaigns, to drive behavioral change.
📻 The choice of media must be contextual; for instance, radio might be more effective for agricultural workers who rely on auditory information while working outdoors.

Key Points & Insights
➡️ Television remains the dominant mass medium in Indonesia for information dissemination, even when compared to digital platforms.
➡️ Parental and educator involvement is necessary to minimize the negative consequences and optimize the positive socialization functions of mass media.
➡️ Socialization messages should leverage local culture and wisdom (kearifan lokal) to ensure maximum reception and effectiveness within the community context.

📸 Video summarized with SummaryTube.com on Nov 28, 2025, 16:33 UTC