FUADIYAH, ALDA (2026) RESEPSI KHALAYAK TERHADAP PERSONAL BRANDING NADIA OMARA SEBAGAI STORY TELLER HORROR DI CHANNEL YOUTUBE @NADIAOMARAA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the audience reception of Nadia Omara's personal branding as a horror storyteller on the YouTube channel @nadiaomaraa. The main focus of this study is how the audience receives and interprets the image built by Nadia Omara through her unique niche content, particularly in the “Kisah Horor Wak-Wak” (KHW) segment. This research method uses Stuart Hall's encodingdecoding reception analysis with a qualitative approach. The researcher also integrates eight concepts of personal branding formation according to Peter Montoya, namely Specialization (The Law of Specialization), Leadership (The Law of Leadership), Personality (The Law of Personality), Distinctiveness (The Law of Distinctiveness), Visibility (The Law of Visibility), Unity (The Law of Unity), Persistence (The Law of Persistence), and Goodwill (The Law of Goodwill) as the analytical framework. Primary data was obtained through in-depth interviews with six informants who were active audiences and subscribers of the YouTube channel @nadiaomaraa. The results of the study show that Nadia Omara's personal branding is strongly accepted by the audience as a positive and recognizable identity. The majority of the audience's acceptance is in the position of Dominant Hegemony, especially in terms of personality and distinctiveness. Informants Keywords: Reception Analysis, Personal Branding, Nadia Omara, YouTube, Horror Storytelling Penelitian ini bertujuan untuk mengetahui resepsi khalayak terhadap personal branding Nadia Omara sebagai storyteller horor di channel YouTube @nadiaomaraa. Fokus utama penelitian ini adalah bagaimana audiens menerima dan memaknai citra yang dibangun oleh Nadia Omara melalui niche kontennya yang unik, khususnya pada segmen "Kisah Horor Wak-Wak" (KHW). Metode penelitian ini menggunakan analisis resepsi model encoding-decoding dari Stuart Hall dengan pendekatan kualitatif. Peneliti juga mengintegrasikan delapan konsep pembentukan personal branding menurut Peter Montoya yaitu Spesialisasi (The Law of Specialization), Kepemimpinan (The Law of Leadership), Kepribadian (The Law of Personality), Perbedaan (The Law of Distinctiveness), Terlihat (The Law of Visibility), Kesatuan (The Law of Unity), Keteguhan (The Law of Persistence), Nama Baik (The Law of Goodwill) sebagai kerangka analisis. Data primer diperoleh melalui wawancara mendalam terhadap enam informan yang merupakan audiens aktif dan pengikut (subscribers) channel YouTube @nadiaomaraa. Hasil penelitian menunjukkan bahwa personal branding Nadia Omara diterima secara kuat oleh khalayak sebagai identitas yang positif dan mudah dikenali. Penerimaan khalayak mayoritas berada pada posisi Hegemoni Dominan, terutama pada aspek kepribadian (personality) dan keunikan (distinctiveness). Informan menilai gaya bahasa yang santai, logat Melayu yang khas, serta sapaan "Wak-Wak" menjadi faktor pembeda utama yang membangun kedekatan emosional. Posisi Negosiasi muncul pada beberapa aspek seperti kepemimpinan (leadership) dan keterlihatan (visibility), di mana audiens menerima identitas Nadia namun tetap memiliki preferensi personal atau perbandingan dengan kreator lain. Sementara itu, posisi Oposisi tidak ditemukan secara signifikan dalam penelitian ini. Secara keseluruhan, keberhasilan personal branding Nadia Omara didorong oleh konsistensi niche konten, gaya penyampaian yang interaktif, dan citra diri yang stabil di media sosial. Kata Kunci: Analisis Resepsi, Personal Branding, Nadia Omara, YouTube, Storytelling Horror.
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