Ilustrasi oleh Ellena Ekarahendy Khalayak dipengaruhi banyak hal dalam keseharian mereka, sementara kita terlalu sering berkhayal tentang bagaimana mereka mengonsumsi media.
STUDI KHALAYAK MUNGKIN masih merupakan wilayah gelap dalam kajian media di Indonesia. Alih-alih diamati dan dipahami, para pembaca, pendengar, dan penonton media justru kerap didekati dengan asumsi-asumi yang sering kelewat sembrono. Pekerja media, pejabat, komentator isu sosial, hingga peneliti media terlalu sering berkhayal tentang bagaimana khalayak mengonsumsi media.
Satu-satunya survei atas khalayak paling besar dan paling konsisten di Indonesia dilakukan oleh lembagarating AC Nielsen. Di hadapan rating, khalayak hanyalah angka; komoditas yang dijajakan dari satu perusahaan ke perusahaan lain agar mau beriklan di media. Sementara survei penonton yang digerakkan industri terpaku pada apa yang ditonton, maka buku berikut menelisik tentangbagaimana orang menonton. TV Living: Television, Culture, and Everyday Life (1999) karya David Gauntlet dan Annette Hill memberi gambaran tentang pengalaman warga Inggris berinteraksi dengan televisi dalam kehidupan sehari-hari. Buku ini menunjukkan bagaimana pengalaman menonton televisi, pada saat yang bersamaan, membentuk dan dibentuk (oleh) rutinitas, sejarah individu, dan teknologi.
Buku ini mencontohkan bagaimana, misalnya, seseorang menentukan waktu jalan-jalan seturut jadwal serial drama di televisi yang ia gemari. Pada orang lain, jadwal kerjalah yang kemudian menentukan apa dan bagaimana ia menonton televisi. Bukan saja hidup individu, tapi pola menonton juga ditentukan oleh hidup orang lain, terutama yang tinggal serumah. Selera atau jadwal menonton anggota keluarga lain punya peran dalam penentuan apa yang ditonton. Menonton televisi di Inggris, seperti budaya di Indonesia, lebih sering menjadi praktik komunal ketimbang individu. Continue reading “Televisi dan Keseharian Orang Inggris”
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