PRATAMA, ADITYA (2020) PEMAKNAAN KHALAYAK TERHADAP AKUN INSTAGRAM JOKO WIDODO MENJELANG PEMILIHAN PRESIDEN 2019 (Studi Analisis Resepsi pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana.
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Abstract
The 2019 Presidential Election is an event for all Indonesian people to celebrate the democratic party. New media such as Instagram are polished in such a way as to become a campaign venue to show the audience what is the vision, mission, ideas and thoughts to advance this nation. President incumbent Joko Widodo also used Instagram because he was considered closer to the younger generation, but Joko Widodo's uploads produced pro and contra results in the community. Then how was the reception of Mercu Buana Communication Faculty students on the Joko Widodo Instagram account ahead of the 2019 presidential election. This study aims to find out how audiences interpret the UMB students' description of Joko Widodo's acceptability in 2019 presidential election. This research is a descriptive qualitative study and uses a reception analysis approach. The theory used is Stuart Hall's encoding-decoding theory which describes three positions of audience meaning. The difference in the position of the audience is due to differences in social, economic, religious, cultural, educational, age and gender backgrounds. The results were obtained through FGD with eight different informants who were ethnically, age, gender, social and economic background.. After doing the research, it can be concluded that the research on the reception of Joko Widodo's Instagram account ahead of the 2019 presidential election when viewed in general from each informant who assessed what Joko Widodo did on Instagram during the January to April 2019 period. Basically they agreed that Joko Widodo a person who is simple, has integrity and is humble. The informants also agreed to instagram which became a campaign tool during its use for positive things. And regarding the acceptability of Joko Widodo in the 2019 presidential election when viewed from Instagram the informants believe that Joko Widodo is a figure of integrity and close to the people. Keywords: Student reception, presidential election 2019 Pemilihan Presiden 2019 menjadi ajang bagi seluruh masyarakat Indonesia merayakan pesta demokrasi.Media baru Seperti Instagram dipoles sedemikian rupa untuk menjadi ajang kampanye demi menunjukan kepada khalayak apa saja yang menjadi visi misi, gagasan, serta pemikiran untuk memajukan bangsa ini. Presiden petahana Joko Widodo juga ikut menggunakan media Instagram karena dinilai lebih dekat dengan generasi muda, namun unggahan-unggahan Joko Widodo menuai hasil yang pro dan kontra di kalangan masyarakat. Lantas bagaimanakah resepsi mahasiswa fakultas ilmu komunikasi mercu buana terhadap akun instagram joko widodo menjelang pemilihan presiden 2019 Penelitian ini bertujuan untuk mengetahui bagaimana pemaknaan khalayak terhadap penggambaran mahasiswa UMB terkait akseptabilitas Joko Widodo di pilpres 2019. Penelitian ini adalah penelitian deskriptif yang bersifat kualitatif dan menggunakan pendekatan analisis resepsi. Teori yang digunakan adalah teori encoding-decoding Stuart Hall yang menjabarkan tiga posisi pemaknaan audiens. Perbedaan posisi pemaknaan audiens dikarenakan perbedaan latar belakang sosial, ekonomi, agama, budaya, pendidikan, usia dan gender. Hasil penelitian diperoleh melalui FGD dengan delapan informan yang berbeda secara etnis, usia, gender, latar belakang sosial dan ekonomi. Setelah dilakukannya penelitian dapat disimpulkan bahwa penelitian mengenai resepsi akun Instagram Joko Widodo menjelang Pilpres 2019 jika dilihat secara umum dari masing-masing informan yang menilai apa saja yang dilakukan Joko Widodo di instagram pada masa periode januari sampai april 2019. pada dasarnya mereka setuju kalau Joko Widodo sosok yang sederhana, berintegritas serta rendah hati. Para informan juga setuju terhadap instagram yang menjadi sarana kampanye selama penggunaannya untuk hal yang positif. Dan mengenai akseptabilitas Joko Widodo di pilpres 2019 jika dilihat dari instagram para informan menyakini bahwa Joko Widodo adalah sosok yang berintegritas serta dekat dengan rakyat. Kata Kunci : Resepsi mahasiswa, Pemilihan Presiden 2019
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