FADILLAH, FAUZAN (2026) RESEPSI GENERASI Z ATAS PERCITRAAN ANIES BASWEDAN DALAM VIDEO DESAK ANIES DI PLATFORM YOUTUBE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Desak Anies video broadcast through Anies Baswedan's official YouTube channel represents a form of digital media-based political communication that demonstrates a strategic shift from a one-way approach to two-way communication involving the active participation of Generation Z. This communicative role is crucial in constructing and positioning Anies Baswedan's political image in the public sphere. This study aims to examine how Generation Z interprets the construction of this political image, considering the differences in public perception; where some interpret this forum as an open discussion space from a caring future leader, while others view it merely as a political campaign strategy. This research uses a constructivist paradigm with a qualitative approach. The method used is reception analysis based on Stuart Hall's encoding-decoding theory to observe audience interpretation through three positional categories: dominant-hegemonic, negotiated, and oppositional. Data were collected through in-depth interviews with 5 (five) Generation Z informants who actively accessed the Desak Anies broadcast on YouTube, selected using the purposive sampling technique. The research results show that Anies Baswedan's political image position is received diversely by the audience. In the dominant-hegemonic position, Anies's image is positively accepted as a smart, communicative, courageous leader who cares about the aspirations of the youth. In the negotiated position, the image of openness is accepted, but it is still critically questioned regarding the fulfillment of political promises and the presence of campaign nuances. Meanwhile, in the oppositional position, the audience interprets the forum more as a personal branding and political image-building strategy rather than a genuine space for exchanging ideas. In conclusion, political communication in the digital space generates nonuniform interpretations and highly depends on the value framework and expectations of its audience. Keywords: Audience Reception, Generation Z, Digital Political Communication, Political Image, Personal Branding, YouTube. Video Desak Anies yang ditayangkan melalui channel resmi YouTube Anies Baswedan merupakan wujud komunikasi politik berbasis media digital yang menunjukkan perubahan strategi dari pendekatan satu arah menjadi komunikasi dua arah dengan melibatkan partisipasi aktif Generasi Z. Peran komunikasi ini sangat penting dalam membangun konstruksi dan posisi citra politik Anies Baswedan di ruang publik. Penelitian ini bertujuan untuk mengkaji bagaimana Generasi Z meresepsi konstruksi citra politik tersebut, mengingat adanya perbedaan persepsi publik; di mana sebagian memaknai forum ini sebagai ruang diskusi terbuka dari calon pemimpin yang peduli, sementara yang lain menilainya sebatas strategi kampanye politik. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif. Metode yang digunakan adalah analisis resepsi berdasarkan teori encoding–decoding Stuart Hall untuk melihat pemaknaan khalayak melalui tiga kategori posisi: dominan-hegemonik, negosiasi, dan oposisi. Data dikumpulkan melalui wawancara mendalam terhadap 5 (lima) orang informan Generasi Z yang aktif mengakses tayangan Desak Anies di YouTube, yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa posisi citra politik Anies Baswedan diresepsi secara beragam oleh khalayak. Pada posisi dominan-hegemonik, citra Anies diterima positif sebagai pemimpin yang smart, komunikatif, berani, dan peduli terhadap aspirasi anak muda. Pada posisi negosiasi, citra keterbukaan diterima, namun tetap dikritisi terkait pembuktian janji politik dan adanya nuansa kampanye. Sementara itu, pada posisi oposisi, khalayak memaknai forum lebih sebagai strategi personal branding dan pencitraan politik semata dibandingkan ruang pertukaran gagasan yang tulus. Kesimpulannya, komunikasi politik di ruang digital memunculkan pemaknaan yang tidak seragam dan sangat bergantung pada kerangka nilai serta ekspektasi audiensnya. Kata Kunci: Resepsi Khalayak, Generasi Z, Komunikasi Politik Digital, Citra Politik, Personal Branding, YouTube.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221120006 |
| Uncontrolled Keywords: | Resepsi Khalayak, Generasi Z, Komunikasi Politik Digital, Citra Politik, Personal Branding, YouTube. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 16 Sep 2026 03:47 |
| Last Modified: | 16 Sep 2026 03:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103913 |
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