Film and Culture Consumption of Mass Media: A Case Study of Urban Communities in Indonesia
Abstract
Urban society is a society that always tries to improve its quality of life and is open to receiving influences from outside, especially those from the media. The media and the use of information technology in all fields significantly increases the quality of people’s lives. Film as a part of media can reach various groups, in terms of age, education, socio-economic status, cultural background, and religion. Film becomes a strategic media for transforming ideas. It is one of the commodification products that is popular among the people. It is important to monitor the culture of media consumption in urban society from the films. This study aimed at finding out how far films can affect human life. The films that were sampled were two Indonesian films. The problem was solved using questionnaires. The sample community was the community living in the city of Jakarta. The results of the study showed that the majority of respondents (80%) stated that they were watching films not just for entertainment but also to gain insight. Films are produced not only for profit orientation but can also be used for educational purposes.
Keywords: culture of mass media consumption, urban society, films
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