Anang Sujoko, D.COMMThe abundance of media exposure, the flow of conversation, and information traffic have changed human-life's reality into a reality that can be engineered and manipulated. In the era of information revolution 4.0 many people find it easy to communicate, transact, or invest. The power of communication technology in stimulating the production of information and its dissemination have brought the world communities into globalization and information era. It requires wisdom of its recipients and perpetrators. Since, in the era, e-communication could be a blade which can be used either for productive or destructive activities.
As the core of communication, perception highly influences the success of communication process. Increasingly closer to the truth or away from bias, then the perception will able to encourage further process to be more accurate. Perception is a perspective towards a phenomenon which can not free from conviction either from experiences or references which become a lifeline. The accuracy of perception measurement and effective message production will produce information that can be traded.
A lecturer on Communication Sciences at Faculty of Social and Political Sciences of Brawijaya University Anang Sujoko, S.Sos., M.Si., D.COMM delivered this in his scientific oration in front of thousands of Brawijaya University academic communities. An oration titled "E-Communication: Encouraging the Emergence of Entrepreneurs with International Vision and Local Values and Also the Occurrence of Communication Disaster" presented in an opened senate meeting to celebrate the 54th Brawijaya University anniversary at Samantha Krida building, Thursday (5/Jan/2016).
Development on communication technology and media consumption, according to Anang could bring out innovation ideas. More over with various communication phenomena and international business (The United States of America in particular) that he predicted will also enter Indonesia. The alumni of University of south australia exemplified a trend on the appearance of FANG (Facebook, Amazon, Netflix and Google) generations and also shared economy to overtake creative economy, crowd content and crowd funding.
In Indonesia, Anang assessed the emergence of application based transportation such as GOJEK and UBER, that interested in the community with its various advantages and ease, is an international trend with local strategy and action. A global vision accompanied with local action and strategy is a translation of glocalization which he assessed could become a pillar to win the global competition that tends to be liberal. Related to this, Anang expected UB could take benefits on its potency to build the nation smarter via programs like sharing economy for local producers through KPRI (Koperasi Pegawai Republik Indonesia/Cooperative of Republic of Indonesia Employees) and also technopark and UB Forest as a virtual sharing forest.
The new media, delivered by Anang also present in the post-reformation political process in Indonesia. In 2014, recorded as many as 56 survey and quick count institutes registered at KPU (Komisi Pemilihan Umum/General Election Commissioner). At the time, politics of image is an important part in Pilkada (Pemilihan Kepada Daerah/the Local Elections), Pileg (Pemilihan Legislative/Legislative Elections) and Pilpres (Pemilihan Presiden/Presidential Election). Popularities and positive image are the main product of such polling and politic marketing institutes.
Technology advancement has provided portable, asymmetric and fashionable communication media. According to Anang, recently communication has entered creativity, innovation, lifestyle and business area, no longer merely life routine needs. Information dissemination is no longer owned by mainstream media industry but a group of people, non-media industry organisations or volunteers. Even everyone personally also has capabilities in producing and disseminating information as media industry does. This regard brings out positive sides like the emergence of potential market and entrepreneurship. Creativity, innovation and carefulness in reading trends are the key to be such user-generated entrepreneur like youtubers, bloggers and other creative applications.
Social media technology offers communication could be happened equally, fast, easy and easily documented. "Gethok tular communication recently is no longer waiting for times or days to be disseminated to various parts of the world, but could be in a second. Therefore, information is no longer expensive good, but already become mass products. "Even in several issues, either mainstream media, social media or instant messaging has made people received information insistently along with its various perspectives," he said. Media reality as an engineered and manipulated facts to be adjusted with media interest, recently more trusted and considered to be more real rather than the actual facts.
One's communication behaviour that tends to choose information sources that strengthens his/her opinion or conviction, according to Anang will make the communities easier and faster in building a hyperreality (engineered and manipulated facts). When the hyper realities are in the vortex of controversial issues, then communication disaster will be happened. Social horizontal conflicts, said Anang, could be happened due to information and communication networks presented in the virtual world. More unfortunate, it turns through social media, the circulating messages that becomes a trending topic have no assurance of truth. [Denok/Humas UB/trans. Denok]