PERBEDAAN PERSPEKTIF MODEL KOMUNIKASI SOR DAN USES GRATIFICATION DALAM PENGGUNAAN MEDIA MARKETING DAN PUBLIC RELATIONS

Abstract

The purpose of writing is to explain the relationship between SOR and Uses and Gratifications communication models with social reality, to explain the relationship between these communication models and marketing and public relations. Benefits Writing can be a source of information on the relationship model approach to social reality, can be a source of information on the model approach in marketing and public relations decision making. The research methodology uses a qualitative method of explaining the communication model. The results of the study show that the SOR model focuses on communicants, in this case marketers and public relations officers with the media, while uses and gratifications focus on consumers or audiences and in marketing and public relations cannot rely too much on the media, the media with all its content, content and design is intermediary variables of the independent and dependent variables. The media cannot raise social, economic and psychological needs, the media is only a source of information for making a decision to buy or not and as a source of information for comparison of products.

Keyword: Communication Model, Marketing, Public Relations