NURSASIH, RANI (2018) INTERPRETASI PEREMPUAN JAKARTA PADA ISI IKLAN BRAND MAKEUP KOREA PONY EFFECT THAT GIRL: HOLIDAY SPECIAL EDITION. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Progress on the beauty industry in Indonesia is currently showing an increase. Based on data from the Ministry of Industry (2016), the growth of this industry market averaged 9.67% per year in the last six years (2009-2015). It is estimated that the market size (market size) of the cosmetic market is Rp. 46.4 trillion in 2017 yesterday. With this amount, Indonesia is a potential market for beauty industry entrepreneurs both from outside and within the country. But now, with the free market of the domestic cosmetics industry is facing challenges with the circulation of imported cosmetics products in the domestic market, one of the countries that aggressively do marketing in the field of cosmetics is South Korea. When viewed in general, the beauty industry in Korea to grow very rapidly, along with the emergence of dozens of Korean beauty brands that became known in the international world. This study uses analysis of reception studies, namely the meaning of the relationship between the mass media content and audiences and audiences as anactive interpreter of Morley based on the thoughts of Stuart Hall. This study is to find out how the audience gives meaning to the content of media messages. Audiences have the freedom to interpret the meaning of the content of messages conveyed by the media and are categorized into 3 categories of active audiences, namely dominant hegemony, negotiated reading, and opposionnal reading based on 7 items of ad content, ie ad duration, synopsis and narration, storyline, background place, talent, backsound music, and wardrobe. The result of the research after listening to the information from 6 informants interviewed were 2 students, 2 female students and 2 professions all of which were women of Jakarta and each informant had been categorized based on the position in the category of the active audience and found the result which also based on social background of each , the informants with the educational background of the students tend to be in line with the ad codes (dominant hegemony), the informant with the educational background of female students and the background of the profession questioned the contents of more varied advertising, namely the duration of advertising, storyline, talent, and background place. Keywords: Active Audience, Reception Study Kemajuan pada industri kecantikan di Indonesia saat ini menunjukkan peningkatan. Berdasarkan data Kementerian Perindustrian (2016), pertumbuhan pasar industri ini rata-rata mencapai 9,67% per tahun dalam enam tahun terakhir (2009-2015). Diperkirakan besar pasar (market size) pasar kosmetik sebesar Rp. 46,4 triliun di tahun 2017 kemarin. Dengan jumlah tersebut, Indonesia merupakan potential market bagi para pengusaha industri kecantikan baik dari luar maupun dalam negeri. Namun saat ini, dengan adanya pasar bebas industri kosmetik dalam negeri mendapat tantangan dengan peredaran produk kosmetik impor di pasar domestic, salah satu negara yang gencar melakukan pemasaran di bidang kosmetik adalah Korea Selatan. Bila dilihat secara umum industri kecantikan di Korea berkembang dengan sangat pesat, seiring dengan bermunculannya puluhan brand kecantikan asal Korea yang mulai dikenal di dunia Internasional. Penelitian ini menggunakan analisis studi resepsi, yaitu makna hubungan antara isi media massa dan khalayak dan khalayak sebagai active interpreter dari Morley yang berlandaskan pada pemikiran Stuart Hall. Penelitian ini untuk mengetahui cara khalayak memberi makna terhadap isi pesan media. Khalayak punya kebebasan dalam mengartikan makna dari isi pesan yang disampaikan oleh media dan dikategorikan dalam 3 kategori khalayak aktif, yaitu dominant hegemoni, negotiated reading, dan opposionnal reading berdasarkan 7 hal dari isi iklan, yaitu durasi iklan, sinopsis dan narasi, alur cerita, latar tempat, talent, backsound music, dan wardrobe . Hasil penelitian setelah mendengarkan penuturan dari 6 informan yang telah diwawancarai, yaitu 2 pelajar, 2 mahasiswi, dan 2 profesi yang kesemuanya perempuan Jakarta dan setiap informan telah dikategorikan berdasarkan posisi dalam kategori khalayak aktif tersebut dan didapatilah hasil yang juga berlandaskan latar belakang sosial masing-masing, yaitu informan dengan latar belakang pendidikan pelajar cenderung sejalan dengan kode-kode iklan (dominant hegemoni), informan dengan latar belakang pendidikan mahasiswi dan latar belakang profesi mempermasalahkan isi iklan lebih variatif, yaitu durasi iklan, alur cerita, talent, dan latar tempat. Kata kunci: Khalayak Aktif, Studi Resepsi
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