PRATIWI, ROSE DIANA (2026) ANALISIS RESEPSI PENONTON KONTEN AKUN INSTAGRAM @dapur_lindawaty SEBAGAI REFERENSI JAJANAN POPULER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine how audiences perceive the content of the Instagram account @dapur_lindawaty, which serves as a reference for popular snacks. The focus of this study is how audiences interpret and utilize the content of the account as a reference for popular snacks. The variable studied is audience reception of Instagram culinary content, which is analyzed based on three meaning positions in Stuart Hall's reception analysis theory: dominant, negotiating, and oppositional. This study uses a descriptive qualitative approach with a reception analysis method (encoding-decoding) to understand the meanings audiences construct from media messages. The research subjects consisted of eight followers of the Instagram account @dapur_lindawaty, selected using a purposive sampling technique. Data collection was conducted through in-depth interviews with eight informants who were active followers of the account. Data analysis focused on audience interpretation, which was classified into three reception positions: dominant, negotiating, and oppositional. The results showed that most informants were in the dominant position, where audiences accepted and interpreted the content of @dapur_lindawaty as a reference for popular snacks. Furthermore, several informants were in a negotiating position, accepting the main message of the content but providing critical comments regarding certain aspects such as the difficulty of the recipe and the use of ingredients. No informants were found to be entirely in an opposing position. The conclusion of this study indicates that the content of the @dapur_lindawaty Instagram account is generally positively received by the audience and plays an effective role as a reference for popular snacks in the context of social media consumption in the digital era. Keywords: Reception Analysis, Instagram, Culinary Content, Popular Snacks, @dapur_lindawaty Account Penelitian ini bertujuan untuk mengetahui bagaimana resepsi penonton terhadap konten akun Instagram @dapur_lindawaty yang sebagai referensi jajanan populer. Fokus penelitian ini yaitu bagaimana resepsi penonton konten akun Instagram @dapur_lindawaty memaknai dan memanfaatkan konten akun tersebut sebagai referensi jajanan populer. Variabel yang diteliti adalah resepsi audiens terhadap konten kuliner Instagram, yang dianalisis berdasarkan tiga posisi pemaknaan dalam teori analisis resepsi Stuart Hall, yaitu posisi dominan, negosiasi, dan oposisi. Penelitian ini menggunakan deskriptif dengan pendekatan kualitatif dengan metode analisis resepsi (encoding–decoding) untuk memahami makna yang dibangun audiens terhadap pesan media. Subjek penelitian terdiri dari delapan orang followers akun Instagram @dapur_lindawaty yang dipilih menggunakan teknik purposive sampling. Teknik pengumpulan data dilakukan melalui wawancara mendalam terhadap delapan informan followers aktif akun tersebut. Analisis data difokuskan pada pemaknaan audiens yang diklasifikasikan ke dalam tiga posisi resepsi, yaitu dominan, negosiasi, dan oposisi.. Hasil penelitian menunjukkan bahwa sebagian besar informan berada pada posisi dominan, di mana penonton menerima dan memaknai konten @dapur_lindawaty sebagai referensi jajanan populer. Selain itu, beberapa informan berada pada posisi negosiasi, yaitu menerima pesan utama konten namun memberikan catatan kritis terkait aspek tertentu seperti tingkat kesulitan resep dan penggunaan bahan. Tidak ditemukan informan yang sepenuhnya berada pada posisi oposisi.. Kesimpulan penelitian ini menunjukkan bahwa konten akun Instagram @dapur_lindawaty secara umum diterima secara positif oleh audiens dan berperan efektif sebagai referensi jajanan populer dalam konteks konsumsi media sosial di era digital. Kata Kunci: Analisis Resepsi, Instagram, Konten Kuliner, Jajanan Populer, Akun @dapur_lindawaty
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