Communication Strategy Through Media Education: An Effort to Achieve Harmony and Sustainability in Indonesia-Malaysia Relations.

SOCIOLOGY AND POLICY PRACTICES
IN CONTEMPORARY ISSUES

Edited by:
Muhamad Fadhil Nurdin
Centre for Socioglobal Studies
Padjadjaran University

Foreword by:
Dr. Arry Bainus MA
Dean, Faculty of Social and Political Sciences
Padjadjaran University
2015

SOCIOLOGY AND POLICY PRACTICES
IN CONTEMPORARY ISSUES
© 2015 Muhamad Fadhil Nurdin et.all.
First Published May, 2015
Published By
Penerbit Samudra Biru (Member of IKAPI)
Jomblangan Gg. Ontoseno Blok B No 15 Rt 12/30

Banguntapan Bantul Yogyakarta Indonesia 55198
Telp. (0274) 9494 558
E-mail/FB: psambiru@gmail.com
ISBN: 978-602-9276-55-8
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic,
mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in
writing from the publishers.

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Sociology and Policy Practices in Contemporary Issues

CONTENTS
Contents .............................................................................................
Acknowledgement ..............................................................................
Foreword ............................................................................................
Introduction .......................................................................................

Chapter 1

Globalizing Information Technology:Issues and
Challenges in Contemporary Indonesia’s Democracy
Muhamad Fadhil Nurdin, Ari Ganjar Herdiansah
and Wahyu Gunawan ............................................

Chapter 2

Chapter 3

iii
ix
xi
xiii

1

ASEAN Community 2015: A New Human Resources Paradigm
Muhamad Fadhil Nurdin, Arry Bainus and Ali Maksum ........................................................................

15

Communication Strategy through Media Education: An Efort to Achieve Harmony and Sustainability in Indonesia-Malaysia Relations
Muhamad Fadhil Nurdin, Fitaha Aini, Tofan Rakhmat Zaky and Forina Lestari ................................

27

Sociology and Policy Practices in Contemporary Issues

iii

Chapter 4

Indonesian Culture Heritages in the 21St Century
Muhamad Fadhil Nurdin, Tia Devianti and R. A.
Tachya Muhamad ....................................................

Chapter 5

Crafting Federal Democratic Republic of Nepal:
Role of Nepalese Political and Welfare Institutions
Bala Raju Nikku, Pradipta Kadambari, Pranita
Bhushan Udas and Muhamad Fadhil Nurdin ...........

Chapter 6

Chapter 7

Urban Poverty and Housing

Chapter 8

Mohd Haizzan Yahaya and Muhamad Fadhil Nurdin..........................................................................
Human Traicking
Syarif Muhidin Abdurahman and Muhamad Fadhil
Nurdin ...................................................................

iv

77

93

101

Youth and Crime
Kumarashwaran Vadevelu, Muhamad Fadhil Nurdin
and Wahyu Gunawan ..............................................

Chapter 10

53

Indonesian Broadcasting Policy: Achieving Educated and Civilized Society for Social Welfare
Fitaha Aini & Muhamad Fadhil Nurdin ..................

Chapter 9

39

Concluding Remarks ..........................................

Sociology and Policy Practices in Contemporary Issues

107
125

LIST OF CONTRIBUTORS
Ali Maksum, is a Ph.D candidate at the Centre for Policy Research and
International Studies (CenPRIS), Universiti Sains Malaysia, Penang. His
current project is about the Indonesia-Malaysia relations from defensive
realism perspective. He has written articles have been published in such
publisher as Kajian Malaysia: Journal of Malaysian Studies, Springer (ISI),
Indonesia national newspapers and conferences.
Arry Bainus, Ph.D is a senior lecturer at Department of International
Relation Padjadjaran University. He recived his doctoral degree in University
of Indonesia. He focuses his studies on issues arround national security
and defence, including political study on Indonesian Army. Now he is a
dean at Faculty of Social and Political Science Padjadjaran University

Ari Ganjar Herdiansah, Ph.D is a lecturer at Department of Sociology
Padjadjaran University. In 2014 he received his doctoral degree in political
sociology at University of Malaya, Malaysia. His main academic concerns
are political sociology of Islamic society, political communication, and the
politics of community.
Bala Raju Nikku, MSW, Ph.D is a Visiting Sr. Lecturer, Social Work
ProgramSchool of Social SciencesUniversiti Sains Malaysia (USM)&
Member at Large, International Association of Schools of Social Work
(IASSW) Founding Director, Nepal School of Social Work.

Sociology and Policy Practices in Contemporary Issues

v

Fitaha Aini, MA, is a communication lecturer in Indonesia. She has
published book and journals in the ield of communication and media. In
2013, she published her irst book entitled Kebebasan Akhbar MalaysiaIndonesia. She completed her study in Science University of Malaysia
(Persuasive Communication) in 2008 and University of Malaya (Media
Studies) in 2011. Her previous research was evaluation of communication
programs (2009-2014) and formulation of communication policy

(2015-2019) in Indonesia under the Ministry of National Development
Planning.

Forina Lestari, M.Sc. obtained B.Sc.Eng. (ITB, 2006), MSc in Housing,
School of Housing, Building and Planning, University of Science Malaysia
(USM, 2008).Lecturer at Indonesian Institute of Technology (ITI). She
has published a book: Alam Takambang Jadi Guru: Merajut Kearifan Lokal
dalam Penanggulangan Bencana di Sumatera. Consultant and expertise at
Directorate of Rural and Urban Afairs, Indonesia National Development
Planning Agency (Bappenas) and Directorate General of Spatial Planning,
Ministry of Public Works(2013), Directorate General of Regional
Development Assistance, Ministry of Home Afairs and Expert, Deputy of
the Area Development, Ministry of Public Housing (2012), Expert Staf,
Commission V (Infrastructure), he Indonesian House of Representatives
(DPR, 2011).Junior Expert, Directorate of Rural and Urban Afairs,
Indonesia National Development Planning Agency (Bappenas, 2010).
Kumarashwaran VadeveluMSW is a Ph.D scholar at the Social Work
Programme, School of Social Sciences, Universiti Sains Malaysia. His
current Ph.D studies regarding social support system among youth who
identiied as transgender women dealing with HIV/AIDS issues. Currently,

he’s working as an outreach worker with AIDS Action and Research Group
(AARG), Universiti Sains Malaysia under the programme of Needle and
Syringe Exchange Program (NSEP) which is dealing with the drug user
community.
Mohd. Haizzan Yahaya MSW is Ph.D scholars from University Sains
Malaysia. He is currently researching on Urban Poor Housing and being
supervised by Dr. Muhamad Fadhil Nurdin and associate professor Dr.
Azlinda Azman.

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Sociology and Policy Practices in Contemporary Issues

Muhamad Fadhil Nurdin, MA and Ph.D. from University of Malaya.
He is a leturer at Departement of Social Welfare (1982-2011) and
Departement of Sociology (2011-present), Head Departement of Sociology
in Faculty Social and Political Science, Padjadjaran University (2014present). Visiting Associate Professor at University of Malaya (2008) and
Visiting Associate Professor at Univerisiti Sains Malaysia (2012- present).
Syarif Muhidin, Prof. Dr., obtained his Ph.D. from University
of Pedjadjaran (UNPAD) Bandung (1997), Master of Science from

University of Wales (1979), Diploma in Social Policy & Administration
from University College of Swansea (1977). Currently, he is Visiting Senior
Lecturer at Universiti Utara Malaysia (UUM), prior as Visiting Lecturer at
Universiti Sains Malaysia (USM), 2010-2012, and formerly as the Head
of Research Institute of University of Langlangbuana (UNLA), last he is a
Honorable Member (Dewan Kehormat) of the Institute for Social Work
Sertiication of Indonesia (2012-up to the present).
Tahcya Muhamad, R. A. Drs. MSi is a senior lecturer at Department
of Sociology Padjadjaran University.He is expert in sociology of family and
rural community.
Tia Devianty, S.IP., MPA, is a PhD candidates at Universitas
Padjadjaran, and a master’s degree graduate from Public Policy, Faculty
of Public Policy and Management, Flinders University, Australia. Now,
a lecturer at Ahmad Yani University, Bandung - from september 1996 –
present Teaching, Researching, and Public Servicing.Current Researches are
mainly about Capacity Building For Decentralization (2008-now).
Tofan Rakhmat Zaky, S.Ip MA is a researcher at the Department of
International and Strategic Studies, Universiti Malaysia, Kuala Lumpur.
He is activist in Art Movement in Malaysia.
Wahyu Gunawan is aPhD candidate at Padjadjaran University and a

senior lecturer at Department of Sociology Padjadjaran University. He is
eager in engaging on community development particularly in rural areas.

Sociology and Policy Practices in Contemporary Issues

vii

Has background in rural government studies and sociology, he now expert
in sociology of government in rural community.

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Sociology and Policy Practices in Contemporary Issues

ACKNOWLEDGEMENT
Alhamdulillah. hanks to Allah SWT, whom with His willing giving
me the opportunity to complete this book entitled Sociology and Policy
Practices in Contemporary Issues. he publication of this book would
not have been possible without the guidance and knowlwdge wich I
have acquired from my honourable professors; Professor A.D Saefullah University of Padjadjaran and Professor Abd. Hadi Zakaria - University of
Malaya. I would also like to dedicate this book to my beloved wife, Tuty
Tohri and our lovely children Tofan Rakhmat Zaky, Forina Lestari, Fitaha
Aini and Tamal Arief Ihsan - their support in my life.
he publication of this book would not be possible without the assistance
and cooperation that we have received over the years from the many
individuals and organization in various parts of the world. In particular, we
wish to thank our team, all authors - Department of Sociology Padjadjaran
University and Universiti Sains Malaysia. Specially thanks especially to Ali
Maksum for his excellent assistance during the editorial process of this
book. Dr. Arry Bainus the Dean of Faculty of Social and Political Sciences,
Padjadjaran University.All of my Masters-PhD students and colleagues at
Padjadjaran University as well as USM whom I would like to thanked for
providing continuous support towards my success.
Wassalam.
Muhamad Fadhil Nurdin

Sociology and Policy Practices in Contemporary Issues

ix

x

Sociology and Policy Practices in Contemporary Issues

FOREWORD
Dr. Arry Bainus, MA
Dean, Faculty of Social and Political Sciences
Padjadjaran University
I would like to express my sincere wishes to Muhamad Fadhil
Nurdin, PhD as Head Department of Sociology Faculty of Social and
Political Sciences Padjadjaran University for his great dedication and
success in completing this book titled “Sociology and Policy Practices
in Contemporary Issues”. his is a very interesting and important book
which I personally feel able to impart more knowledge to the many
academics, not only from sociology and political ields, but also from other
ields as well. he various issues addressed in this book are in fact very
much current issues that is happening around the globe, which need to be
understand and scrutinize for better intervention.
I am really honoured to be given the opportunity to give a foreword
to this special book. It is hoped that this book able to generate more
discussions and awareness on quest for searching for the more relevant
solutions to all social, political and economic issues occurring around us
today.
I would like to congratulate all chapter contributors for sharing their
ideas and knowledge, which I am sure able to set platform for more writers
to venture into the highlighted issues. I sincerely hope that more of this
book kind will be published in the near future.
hank you.
Wassalam.
Bandung, 2015

Sociology and Policy Practices in Contemporary Issues

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Sociology and Policy Practices in Contemporary Issues

IntRODuCtIOn
In the Name of God, the Most Gracioeus, the Most Merciful
his book provides a thematic issues and challenges in the new era,
Sociology and Policy Practices in Contemporary Issues. he main
objective is to present an integrated analysis of how the discipline of
sociology can contribute to our wider understanding of the variety of
social and political issues, practices and insttitutions approachs, policies
and philosophy wich exist in our society and countries. his explanatory
chapters expected to examine and understand as well as ofer choices for
human beings in the dinamics world to build a human harmony.
his book depart from the point of view that sociology is as applied
social and political sciences can contribute to the development of human
life through many perspectives; political and international strategy,
culture, history, communi-cation, poverty and social probles. he various
theme have been selected are discussed from social fenomena to policy
directions.
In the irst chapter, focus on the Information Technology (IT)
developments that more increasingly integrated in almost every social aspect
have shaped Indonesia’s contemporary democracy. Chapter two, ASEAN
Community 2015 and discusses the dilemma of Indonesian workers
especially those who categorized as illegal in Malaysia. Both countries have
recognized their positive contribution whether for Malaysia or Indonesia.
It was undeniable that all sectors in Malaysia especially construction and
plantation were using Indonesian workers services. At the same time,
Indonesia also indirectly obtained advantages through the remittance
which totally contribute to the national economic development. However,
what happened in Malaysia is illegal workers were arrested and treat as a
criminal. It should be stopped and substituted by the constructive policies
which could give beneits to the both countries. Indonesia and Malaysia
Sociology and Policy Practices in Contemporary Issues

xiii

and the countries in ASEAN should build strong partnership in all sectors
especially migrant workers which seen obtain small attention. Facing the
ASEAN Community 2015 both countries should prepare as maximize as
possible by empowering all aspects including migrant workers. By take
positive action towards migrant workers both countries indirectly has
contribute to the development of “Ummah.”
In the thrird chapter discusses communication strategy through media
education: an efort to achieve harmony and sustainability in IndonesiaMalaysia relations - concludes a guidance should be provided to the public
so that they can be more critical and wise in dealing with any negative
news. A critical community is a community who is able to diferentiate the
written and hidden message of writing. A wise community is the one who is
not provoked by provocative and negative news. Indonesian and Malaysian
should be aware that each of them has had a signiicant contribution one
to another. A good example can be seen through the assistant of Malaysian
people in the disaster recovery process in Indonesia and the existence
of Indonesia migrant workers in the Malaysia’s economic development.
However, Indonesia-Malaysia rela-tions is always changing and tend
to lead to conlict situations. he role of media and media educationis
importantas a communication strategy to implement the problem solving
modelin understanding the global situation and the public policies who
are based theory of cultural conlict and acculturation. Chapter fourth,
the author emphasized Indonesian Culture Heritages in the 21St Century.
his section concludes that hird World back to dig the philosophical values
that are in each country. For instance, the basic values of the Indonesian nation is
relected in the ive principles of Pancasila namely the divinity in God Almighty,
humanity, unity and nationality, deliberation and social justice for all people.
he problem is how to translate basic values into the concept of development
and preserve cultural heritage. Apparently, the third world thinkers have to work
harder to formulate a philosophical values - ideological cultural heritage as part of
the great nations of the world.herefore, the cultural heritages is an essential

economic asset in facing the escalation of human development.
In the chapter ifth takes up the theme of crafting federal democratic
Republic of Nepal: role of Nepalese political and welfare institutions.
Nepal is one of the least developed, post conlict recovery countries going
through a series of transitions and eforts of nation building. his chapter
concludes that the citizen mobilisation that took place over a period of time
due to the experiments with democracy building in Nepal in the past sixty
years should be sustained, to further ensure the vibrancy and consolidation

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Sociology and Policy Practices in Contemporary Issues

of democracy, resulting in crafting a uniied republic out of a multi ethnic
Nepal. Chapter six explores the broadcast media industry and the role model
or best practice in the broadcast media industry. his concept is suitable
due to it contains freedom which is up-to-date without abandoning the
values of religion, culture and national spirit. Overall, Indonesia requires
an (endogenous) big push to strengthen and institutionalize the use of
research product for design and implementation of public policies. his
will be a crucial factor in determining the success of the welfare policies
that the government is currently designing.
In the chapter seven related with poverty phenomena. However,
these historical problems did not result in serious poverty under the well
planned economic system. he number of poor people inherited from
the previous period was also relatively small. In addition, the struggle of
urban poor communities in Malaysia for housing and land rights is closely
related to the development and history of the country. After the British
colonial period, Malaysia’s priority was to develop its economy by focusing
on the manufacturing and export industry in urban areas. his resulted
when people from rural areas migrating from village to the city, in search
of opportunities and to ill the workforce demand. Most of the urban
migrants would build their own house near the manufacturing factories,
because the surrounding lands were unoccupied and unused. With hard
work and their own resources they would clean the area (wilderness) and
build houses; this would encourage the development in the area and hence
they are known as urban pioneers.
In chapter eigth focus on human traicking, issues and Challenges.
Human trafcking has become global issue and problem. he researchers
concluded that the relevant region is suspect as illegal and such region
is indicated as human traicking (if the elements of coercion and sexual
exploitation are met). he challenges of the government has the right and
responsibility to provide all the protections to its citizen inside as well as
outside the country. here is still optimistic that emphasizing spiritual values
in the public administration and services will enhance the performance
of the government. Finally, the latest chapter nine concern onyouth and
crime as social problem. However, the Malaysia’s social policies makers
can make this recommendation as a guide in outlining or implement a
rehabilitation program for youths involved in crime. At the same time
and hopefully this research will also beneit the school management and
Penang Welfare Department in using this research to improve existing
rehabilitation programs in these institutions. In addition, through this
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xv

research, it is expected that the people of Malaysia be aware especially in
spending the time with their children or less able to prevent their children’s
involvement in crime. Finally, researchers expect this research can provide
as important reference material for dealing with negative behavior such as
criminal involvement among adolescents in Malaysia.
his book examines the social and political fenomena in the broader
“Sociology and Policy Practices in Contemporary Issues” perspective. It
is compiled from travelers and knowledge experiences in international
seminars, talks and forum of researchers, supervisions and other discussion
with my professors and colleagues, PhD and Master students. hat
experiences, together with their personal values and interests extremely
inluence to all authors in this book. Personally, I hope that those who
engage and read this book will obtain fruitful knowledge. All errors are the
author’s responsibility.
Wassalam.

Muhamad Fadhil Nurdin

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Sociology and Policy Practices in Contemporary Issues

Chapter

3
Communication Strategy hrough Media
Education:
An Efort to Achieve Harmony and Sustainability in
Indonesia-Malaysia Relations
Muhamad Fadhil Nurdin, Fitaha Aini,Tofan Rakhmat Zaky
and Forina Lestari

READERS GUIDE
his chapter argues that IndonesiaMalaysia relations is always changing
and tend to lead to conlict situations.
he role of media and media educationis
importantas a commu-nication strategy
to implement the problem solving model
in understanding the global situation and
the public policies who are based theory of
cultural conlict and acculturation. Media
educationis not just addressed to journalists
and concerned, but also the kingdom,
youth and the wider community.

Communication Strategy hrough Media Education:

27

INTRODUCTION
his chapter would not reveals the concept and communication strategy
from general point of view, but focus on the media education in the context
of Indonesia-Malaysia relations. he relations between the two nations
have always been luctuating. From international politics perspective, the
relations are very much depending on the role of media in global situation.
hereby, some factors such as globalization, capitalism, and political state
in both states tend to generate conlict rather than peaceful relations.
Media is capable to learn the tension. Few media in Indonesia for
instance, possess certain agenda that deliberately play an anti-Malaysia
sentiment which poses great implications towards Indonesia-Malaysia good
relations. Similarly, the Malaysian media can play a role in harmonization
and sustainability of relations between these neighbouring nations. In this
regard, media education has becoming crucial. Azizah Hamzah & Drew
O. McDaniel (2003) stated that: “media education and training is not only
critical to the future development of media and communication studies but is
also in many ways crucial to higher education in our nations”.
INTERNATIONAL RELATIONS AND GLOBAL CAPITALISM
International relations is a form of political interaction and not politics
which are conducted by state actors and non-state actors as a whole.
International relations exist within the state of conlict and cooperation.
Conlicts can be fundamental or accidental in nature. Fundamental based
conlicts are originated from basic structural diferences and are naturally
permanent in each side. hese conlicts can happen repeatedly. Meanwhile
accidental conlicts, are originated from coincidence situation, thus, would
less likely to occur again in the future.
GLOBALIZATION: A NEED FOR NEW PARADIGM ?
he term globalization has become the central theme in every discussion
about development which initiated the term “Global Village”. hese concept
was introduced by Mac Luhan (1966), followed by ”Future Shock” (Alvin
Toler, 1970), and John Naisbit & Patricia Aburdene (1990) through
“Megatrends 2000”. he deinition of globalization was described as
“We’re in the start of a new era. In front, lies an important decade in human
civilization, one amazing period and technological innovation, new economic

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Sociology and Policy Practices in Contemporary Issues

potentials, political reformations, and the rebirth from culture. he 1990s
become very important; due to its culmination will reach the new millennium
of 2000”.
he era of globalization was driven mostly by rapid development
of knowledge and technology as the fuels for industrialization and
modernization. Lewis Mumford (1977) in “he Myth of the Machine”
described the globalization age in a remarkable sentence “Never before,
since the age of the pyramid, vast physical transformation within such short
time span. hese transformations, in turns, will give changes in human life
and surroundings. If these processes were to carry on without control and
guidance, there would be many more radical transformations lies ahead.”
Globalization runs like a magnet which possesses great power that speed
up transformations, consequently forcing us to rebuild our understanding
on the meaning and new paradigm, including development.
GLOBAL CAPITALISM: INFLUENCE CIVILIZATION?
In global capitalism, the world and human civilization have operated
and transformed dramatically, especially on economic, social, political, and
cultural development. hese transformations are very much inluenced
by globalization processes (Mayo, 1998). Capitalism that emphasizes
liberal democracy, human rights, and free market economy, nowadays not
only have invaded all of development approaches but also have become
the universal vision of mankind (Suharto, 2001). In other words, only
by capitalism that human welfare can be achieved. For example, when
the monetary crisis infected some countries, almost all economical relief
strategies are heading toward capitalism paradigm. Many nations are
registered member of the International Monetary Fund (IMF) and the
World Bank, two international bodies and the symbols of the hegemony of
global capitalism.
In the context of international relations and global capitalism, both
Indonesia and Malaysia are inluenced by the interest of global capitalism,
although these countries managed to create civilization by maintaining and
nurturing good relations up to this day. Both of these states have multiracial
people; consequently, the elements of national unity and harmony are
crucial. hus, both governments are highly committed in cultivating the
spirit of unity among the people. Both governments realized that if unity
within the multi-ethnic people in Indonesia and Malaysia can be promoted,

Communication Strategy hrough Media Education:

29

the harmony between Malaysia and Indonesia would be continuously
well-maintained. On top of that, all sorts of conlicts and arguments can
still be resolved by the sense of unity, humanity, and sovereignty to achieve
wellbeing in economic, social, cultural, and political aspects.
CONFLICTS AND RESOLUTIONS
One of the famous experts who studied the social interaction with
process and micro structural approach is George Simmel. he social erotic
instincts, objective desires, religious aspirations, help, command, etc. All of these
according to Simmel, make people live with the other people, interact with
other people, mingle with them and even against them (Johnson, 1986).
According to Simmel, it is more important to focus on the consequences
of conlict than consequences of social change. Conlict is thus designed to
resolve dualism; it is a way of achieving some kind of unity, even if it be through
the annihilation of one of the conlicting parties. his is roughly parallel to the
fact that it is the most violent symptom of a disease which represents the efort of
the organism to free itself of disturbances of damages caused by them (Simmel,
1956).
Related to the social conlict, Simmel develops three frameworks;
proportions of conlict intensity, conlict function for the involved group, and
conlict function for the whole system. he higher emotional involvement
of each conlicting group is the higher the tendency for the conlict to
be more brutal. here is a positive correlation between the internal
solidarity of conlicting groups to the emotional intensity of the groups. In
international relation perspective, conlicts comprise of diplomatic actions,
propagandas, trades, threats, and military sentences which are performed
by a nation to other nations (Holsti, 1987). One of the strategies to resolve
conlict is Joint Problem Solving, which ofer possibility for control over
the outcomes on which they would be achieved by involved parties. Each
party is entitled the same rights to deliver arguments in order to achieve
the outcome. here are three conlict resolution methods, such as: problem
solving process; communication; and internal cooperation.
MEDIA EDUCATION: A COMMUNICATION STRATEGY?
Development of Media Education
he growing interest on media education in some countries is started in

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Sociology and Policy Practices in Contemporary Issues

the early 21st century. Media literacy was proposed as an educational tool to
protect certain parties from the negative efects of media. In 1930, England
was the irst country to suggest this issue. During the 1960s, Canada
initiated the irst media literacy education and has made it mandatory in
North America. Every region in said country was appointed to include
media education in the curriculum. he launch of this subject was carried
out due to ever-increasing inluences of American` pop culture.
he concept of media literacy had become the irst educational topic exist
in Canada (1978). During that time, Association of Media Literacy (AML)
was established as the organization that regulates everything that involves
with education of media literacy. he US also realized the importance of
media literacy education as negative implications originated from media
(especially television) are sufered by American people. Frank Baker, an
American media education consultant, saw a number of modules which
had been developed by Canada, England, and Australia as a good starting
point, especially in supports and curriculums.
he term media literacy, according to James Potter (Media Literacy,
2001), is a perspective which actively utilized when certain individual
is accessing media with the purpose of recognizing the message that is
conveyed by the media. Allan Rubin proposed three deinitions on media
literacy: irst, the ability to enter, analyse, evaluate, and communicate
message from the National Leadership Conference on Media Literacy
(Baran and Davis, 2003). Second (Paul Messaris): knowledge on the
function of media in society. hird, (mass communication researchers,
Justin Lewis and Shut Jally), the understanding of cultural limits, economy,
politics, and technology on creation, production, message transmissions.
hese deinitions focus on speciic knowledge, awareness, and rationale,
which are cognitive process on information. he main focuses are critical
evaluation of message.
Media literacy is a concept about the sources and communication
technology, codes of practices, output messages, and selections,
interpretations, and outcomes from the message itself. In many developed
countries, media literacy education has become an important agenda,
by including that within the education curriculum. England, Germany,
Canada, France, and Australia are some of the examples of nations that
carry out media literacy education in schools.
Media education in Malaysia or Indonesia is only developed in formal
education system, as taught in universities and tertiary educational
Communication Strategy hrough Media Education:

31

institutions. According to Azhar Bidin, “Media education is not part of the
syllabus and is considered to be an ‘alien’ subject not only for student, but
the teaching community as well”. Zaharom Naim’s publication; Media Role
in a K-Economy: Media Studies and Participation in the Transformation of
Malaysian Society,stated that media education is normally carried out in
higher institutions, but, can also be done in a form of informal training
through workshop and discussion forums. In this context, media has an
important role, not only for learning process at higher institutions, but
also for society education in a broader sense (Azizah Hamzah & Drew
McDaniel, 2003).
Media Education as Communication Strategy
Media education concept/term and communication strategy are two
interconnecting concepts. Communication is a process for the transfer of
information, emotion, and thought of one individual to other individual
or group. Efective communication strategy is designated for a large
number of people who are heterogeneous, anonym, and spread out
through mass media. To be able to determine the exact communication
strategy, philosophy and ideology as the foundation of mind set through
the realization of the role of media in education process are required. In
Indonesia, television is an efective medium to transmit values and messages
which can inluence many audiences. Televisions are addictive. Nowadays,
TV is the most efective and acceptable media. Interaction between people,
especially children, and television are very high. TV has an enormous power
to inluence children. Besides less study time compared to watching time,
lack of parents’ supervision on children’s viewing materials, can result in
low level of content iltering on uneducated programmes. his situation
poses the necessity for children to have self-censorship awareness on media. he
faster this media develop, thus, children’s awareness on its implications
must be also developed. Currently, media literacy education in Indonesia
is still limited to unstructured moves. hese moves are conducted only in
small scale. Media literacy education is not suicient if only delivered in
seminars, campaigns, and a week-long road show. Consequently, eforts
to struggle the media literacy education are still not widely exposed to
society.
In media education and communication strategy, can utilize paradigm
model which is based on philosophy for communication curriculum
suggested by Ahmad Murad Merican Religious model, National-social control
model, Bureaucratic model, Market model, Humanistic model, Electronic

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Sociology and Policy Practices in Contemporary Issues

information model, and spiritual model (Azizah Hamzah & Drew Mc
Daniel, 2003). However, these models can be implemented by selecting
one or a combination of them.
To resolve conlict among nations, media education and training
as one communication strategy can be applied using the technique of
problem solving process, communication, and internal communication.
However, joint problem solving strategy is considered as the most efective
one since it identiies the problem and giving an impressive support and
communication. his strategy will include the following steps, namely:
• Identiication of interests
Inability to interpret an inexpressible complaint into a concrete request
is one of the main constraints in conlict resolution.
• Weighting interests
After the identiication process each party then put a weight on each
other’s’ interest.
• hird party assistance and support
hird party is essential in facilitating the interest of the conlicting
parties, particularly related to making proposed procedure, translating
complaint into a concrete request, helping the conlicting parties to deine
the relative interest of the problems, arranging agenda of the meeting,
and making judgment on substantial matters. he third party should be
neutral so the conlicting parties can accept the results of negotiation.
• Efective communication
he conlicting parties are required to actively communicate one another
in order to deine common issues that need to be settled.
• Trust that an adversary will keep agreement
Penalty and sanctions are crucial to guarantee the sustainability of the
agreed decisions among the conlicting parties.
Towards Harmony: Cooperative Strategy
Harmony and sustainability of Indonesia-Malaysia relations can be
referred to the communication strategy and solving problems model.
In this regard, Prof. Madya Mohamad Md Yusof from Centre of
Communication Studies of University of Sains Malaysia mentions some
Communication Strategy hrough Media Education:

33

statements, which are:
• Firstly, Eminent Person Group (EPG) needs to employ media experts.
hese people are expected to actively and carefully disseminate information
to public. herefore, fact inding and analysis of the needs of the people is
important in decision making process.
• Secondly, a good relations among media needs to be maintain
consistently.
• hirdly, necessary measures needs to be taken to prevent provocative
actions in order to disrupt the good relations between Indonesia and
Malaysia. People should receive the unbiased information to avoid
misperception. herefore, supervision to information circulated by media
is signiicantly required. Concerning this, Susilo Bambang Yudoyono
(SBY) needs to make a policy to ensure the neutrality of information by
media.
• Fourthly, he Embassy of Malaysia in Jakarta should also be more
proactive in maintaining good relations with media, intellectuals, students,
and the people of Indonesia in Malaysia. his is essential to keep the good
relations between the same rooted nations.
Professor Mohamad continues to argue that good relations between
the Islamic countries will enable both countries to dismiss sabotage and
provocation form the third party. However, a good communication
strategy that understands the global situation and public decision that
based on the conlict theory and cultural acculturation is crucially needed
for the harmony and sustainability of Indonesia-Malaysia relations.
Media education to public audience and journalist needs to be constantly
conducted to increase the awareness of keeping the good relations with
others.
he Role of Government
he government which is directly responsible in the relations between
the two countries and in relations with media also needs to put some
consideration in inding problem solving strategy. Media education among
oicials of both countries needs to be provided, especially those who are
working in the Ministry of Foreign Afairs, Press Council, Ministry of
Communication and Information. Moreover, media education should be
aimed primarily to the middle and low classes, the ones that can be easily
provoked by media. Both governments should also create regular activities
that will involve every stakeholder of both countries, such as: history and

34

Sociology and Policy Practices in Contemporary Issues

cultural campaign program, maximizing the capability of community
based institution, facilitating academics initiatives.
Journalist
Media education and training to journalist will involve a critical and
actual analysis of reality, the use of less ofensive terms. Historical knowledge
of two countries will also be beneicial for a better writing in newspaper.
Compliance to the Code of Ethic Journalism, particularly aimed to
Indonesian journalist will help in boosting trust between the people of the
two countries. And appreciation should be given to those who provide a
good quality of writings and inspirational for the maintaining of amicable
relations between Indonesia and Malaysia. Creating a regular inter-media
dialogue will be one of the best options to build a strong-network among
journalists of the two countries which eventually contribute to a balance
and responsible writing.
Indonesian-Malaysian Youth
Vast development in digital industry brings a new challenge to
the distribution of information worldwide with all the consequences.
Minimum awareness of this development will only cause the disuse of
media technology into destructive activities, prominently done by youth.
herefore, systematic and practical learning to the youth is important to
encourage good relations of both countries, especially among their youth.
Critical and positive attitude towards the provocative news on websites
is essentially needed to be taught to the youth. he youth of Indonesia
and Malaysia need to embrace that truth is not only the ones written by
media and that tolerance is the best way to deal with diferences. Blog,
as one of the media of expression by the youth, should not be a place to
mock others. In addition, exchange program should always be a priority
to increase mutual understanding among young generation of Indonesia
and Malaysia.
Public
he following step need to be taken is providing guidance to the public
so the public can be more critical and wise in dealing with any negative
news. A critical community is a community who is able to diferentiate the
written and hidden message of writing. A wise community is the one who
is not provoked by provocative and negative news. People of Indonesia
and Malaysia should also be aware that each of them has had a signiicant
contribution one to another. A good example can be seen through the
Communication Strategy hrough Media Education:

35

help of Malaysian people in the disaster recovery of Indonesian people
and through the existence of Indonesia migrant workers for the Malaysia’s
economic development.
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