RASYID, IVAN (2019) ANALISIS RESEPSI PADA VIDEO JOVI ADHIGUNA’S GUIDE TO LOOKING FABOLOUS AND BEING REAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
A Video that tells about the life of jovi uploaded by vice and sponsored by JD.id, video tells about how jovi avoid hatred and live with authenticity . the content of this video is indirectly is soft selling activities undertaken by JD.id in social media. One of the standard to measure media audiences are using reception analysis, which is the analysis tries to provide a text on understanding meaning of media (print, electronic, internet) and understand how the media text characters read by audiences. From the explanation above, the authors of the background are interested in researching the ways audiences especially young people especially students of Mercu Buana as target audience JD.id by research topic "analysis of Reception On the Video Jovi Adhiguna's Guide To Looking Fabulous And Being Real". This research uses the analysis of reception encoding-decoding Stuart Hall, with this type of qualitative research that focuses on three main messages in the video are (1) the physical condition of the character's gender expression (2) (3) the importance of the use of the product original. The data obtained through the interview against the informant from 2 different groups, which is men's and women's. This is done because researchers believe the difference the group influence the interpretation of gender. The research results showed that the entire audience of women are more able to receive the main message in the video Jovi Adhiguna's Guide To Looking Fabulous And Being Real good related (1) physical conditions character (2) expression gender, (3) the importance of the use of the original product. Which is male audience more likely to resist and negotiate. Viewpoints/interpretation against gender expression can be affected by several factors such as level of education, psychology, culture, experience, and social environment. Video yang menceritakan tentang kehidupan jovi ini diupload oleh vice dan di sponsori oleh JD.id, video yang berisi tentang bagaimana jovi menghindari kebencian dan hidup dengan keasliannya. isi video ini secara tidak langsung adalah kegiatan soft selling yang dilakukan oleh JD.id di dalam social media. Salah satu standar untuk mengukur khalayak media adalah menggunakan reception analysis, dimana analisis ini mencoba memberikan sebuah makna atas pemahaman teks media (cetak, elektronik, internet) dengan memahami bagaimana karakter teks media dibaca oleh khalayak. Dari uraian latar belakang diatas, penulis tertarik untuk meneliti cara pandang khalayak terutama anak muda khususnya mahasiswa Universitas Mercu Buana sebagai target audience JD.id dengan topik penelitian “Analisis Resepsi Pada Video Jovi Adhiguna's Guide To Looking Fabulous And Being Real”. Penelitian ini menggunakan analisis resepsi encoding-decoding Stuart Hall, dengan jenis penelitian kualitatif yang berfokus pada tiga pesan utama di dalam video yaitu (1) kondisi fisik tokoh (2) ekspresi gender (3) pentingnya penggunaan produk original. Data diperoleh melalui wawancara terhadap informan dari 2 kelompok yang berbeda yaitu laki laki dan perempuan. Hal ini dilakukan karena peneliti meyakini perbedaan kelompok mempengaruhi interpretasi terhadap isu gender. Hasil penelitian menunjukan bahwa seluruh Khalayak perempuan lebih bisa menerima pesan utama dalam video Jovi Adhiguna's Guide To Looking Fabulous And Being Real baik terkait (1) kondisi fisik tokoh, (2) ekspresi gender, (3) pentingnya penggunaan produk original. Sedangkan khalyak laki laki lebih cenderung menolak dan bernegosiasi. Perbedaan sudut pandang / interpretasi terhadap ekspresi gender dapat dipengaruhi oleh beberapa faktor seperti tingkat pendidikan, psikologi, kebudayaan, pengalaman, dan lingkungan social
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