INSYRA, ATHAYA RAISSA (2026) ANALISIS RESEPSI KHALAYAK PADA KONTEN #MENUJUINDONESIABLASTERAN OLEH @FIRLLYNN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Athaya Raissa Insyra 44222010042. “Analysis of Audience Reception of #menujuIndonesiablasteran Content by @firllynn.” Bachelor's Degree Program, Communication Science, Mercu Buana University. This study examines how the audience interprets the message conveyed by @firllynn regarding #menujuIndonesiablasteran. In the current context, TikTok not only serves as an entertainment platform, but also as a means of conveying information and education, as well as broadening the audience's knowledge. @firllynn conveys a message about #menujuIndonesiablasteran so that women in Indonesia do not glorify foreigners. The purpose of this study is to analyze how the message #menujuIndonesiablasteran in @firllynn's content is received using Stuart Hall's encoding/decoding theory, examining the position of message reception (dominant-hegemonic, negotiated, oppositional), and understanding the differences in the audience's interpretation of the issue of glorifying foreigners in the digital space. The research method used was reception analysis with a qualitative approach through semi-structured interviews with ten informants aged 17-45 years. Data analysis was performed using Miles and Huberman's interactive analysis model. The results of the study show that the reception of messages in the #MenujuIndonesiaBlasteran content by @firllynn varies. In the Dominant-Hegemonic position, informants tend to accept the messages conveyed and agree with the view that foreigners are not superior to Indonesians. In the Negotiated position, informants basically agree with the message, but believe that having a foreign partner can open up new opportunities, including learning about different cultures and expanding relationships to the international level. Meanwhile, in the Oppositional position, informants reject the message conveyed by @firllynn because the content is considered to still carry issues of race and national pride to an excessive degree. Keywords: Glorification of foreigners, @firllynn, TikTok platform, #menujuIndonesiablasteran, Audience, Encoding/Decoding. Athaya Raissa Insyra 44222010042. ―Analisis Resepsi Khalayak pada Konten #menujuIndonesiablasteran Oleh @firllynn‖. Program studi Sarjana (S1) Ilmu Komunikasi Universitas Mercu Buana. Penelitian ini mengkaji bagaimana pemaknaan khalayak dalam pesan yang disampaikan oleh @firllynn mengenai #menujuIndonesiablasteran. Pada konteks saat ini, TikTok tidak hanya berperan sebegai platform hiburan, namun juga sebagai sarana untuk menyamapikan informasi dan edukasi, serta menambah wawasan khalayak. @firllynn menyampaikan pesan mengenai #menujuIndonesiablasteran agar perempuan di Indonesia tidak mengglorifikasi bule. Tujuan penelitian ini adalah untuk menganalisis bagaimana pesan #menujuIndonesiablasteran dalam konten @firllynn diterima menggunakan teori encoding/decoding Stuart Hall, menelaah posisi penerimaan pesan (dominant-hegemonic, negotiated, oppositional), serta memahami perbedaan pemaknaan khalayak terhadap isu glorifikasi bule di ruang digital. Metode penelitian yang digunakan adalah analisis resepsi dengan pendekatan kualitatif melalui wawancara semi-terstruktur kepada sepuluh informan berusia 17 - 45 tahun. Analisis data dilakukan menggunakan model analisis interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa penerimaan pesan pada konten #MenujuIndonesiaBlasteran oleh @firllynn beragam. Pada posisi Dominan-Hegemonic, informan cenderung menerima pesan yang disampaikan dan menyetujui pandangan bahwa orang bule tidak lebih unggul daripada orang Indonesia. Pada posisi Negotiated, informan pada dasarnya menyetujui pesan tersebut, namun beranggapan bahwa memiliki pasangan bule dapat membuka peluang baru, termasuk pembelajaran budaya yang berbeda serta perluasan relasi ke tingkat internasional. Sementara itu, pada posisi Oppositional, informan menolak pesan yang disampaikan oleh @firllynn karena konten tersebut dinilai masih membawa isu ras dan kebanggaan nasional secara berlebihan. Kata Kunci : Glorifikasi bule, @firllynn, platform TikTok, #menujuIndonesiablasteran, khalayak, Encoding/Decoding.
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