Massamediaksi

Massamediaksi is a term used in media studies to denote the deliberate deployment of mass media resources and channels to influence public opinion, discourse, and political outcomes. It is formed from masa media and aksi, with the sense of coordinated action rather than passive reporting. The concept describes practices where newsrooms, broadcasters, and online platforms organize or influence content to shape how audiences perceive issues, actors, and events.

The scope includes traditional outlets such as newspapers and television, as well as digital platforms, social media, and sponsored content. Massamediaksi may involve government, corporate, or civic actors coordinating messaging, topic prioritization, framing, and the timing of coverage, as well as the selection of experts or commentators.

Mechanisms commonly associated with massamediaksi include agenda-setting and framing to shape priorities, priming to influence how audiences understand issues, repetition and sensationalism to enhance recall, and algorithmic amplification that increases reach. Transparency, sponsorship disclosures, and editorial independence are central ethical concerns.

Critics argue that overt mass media action for political ends can undermine pluralism and trust in journalism, and may contribute to misinformation or polarization. Proponents contend that strategic communication can inform the public in complex issues if conducted with accountability and factual accuracy.