Research On The Social Impact Of YouTube In Cross-cultural Communication

Indonesia is the biggest archipelago country in the world,have 16.056 Islands,more than 300 different etnicities,742 Language and 6 Religion that recognises by Indonesian Government.A country with the fourth largest population in the world with a population of more than 268.2 milion people.Based on the report data explain that 150,0 Million of Indonesian people are internet users and active social media users.Unfortunately,lately political issues and religious tensions make in rising intolerance and divisiveness,especially in internet and social media.Information with negative content widely easy enough to find on the internet such as hate speech,racism,bullying,and another social problem.In this research I choose a video from Indonesian You Tuber who be part of You Tube Creator for Change.I was analyse the videos and the message that focus on promoting awareness,tolerance and empathy.The You Tuber is Film Maker Muslim.They use their You Tube channel to tackle social issues and taught teens to make their own positive video content.The role of You Tube media is based on message analysis and audience response in this research,namely: You Tube as Information Provider,as Understanding Intercultural Communication Promote,as Bridge Builder,as Media for Learning and as Persuader the Message to Changes Audience.The message that reaches the audience is a message that has undergone a communicator encoding process that is influenced by various factors packaged in a more interesting form by considering certain objectives,namely creating harmony or living in harmony amidst the diversity of Indonesian society.The message produced is formed by several factors,namely;Communicator Background factors,Religious factors,Knowledge and Experience factors,Environmental factors and Cultural factors.These factors that influence the process of forming messages(encoding)by the communicator and also understanding the message(decoding)by the audience.The meaning is that the factors that influence the message have a close relation to the interpretation of the audience,and vice versa.So this communication process is what then affects the understanding of intercultural communication.The messages conveyed in the video will enter into the process of intercultural communication.The communication process has at least two forms,namely interactive patterns and transactional patterns.Diverse society can accelerate understanding between cultures,this is because cultural interactions that occur are able to provide cognitive influence and attitude change.However,this does not mean that this will eliminate the possibility of conflict.This can reduce the gap that occurs in the community so that the expected understanding of intercultural communication will be achieved.