ANALISIS RESEPSI AUDIENS MAHASISWA/I UNIVERSITAS MERCU BUANA TERHADAP PERSONAL BRANDING DR. IRA MIRAWATI, M.SI., MELALUI AKUN TIKTOK @BUIRAMIRA

ADRISTY, RUCITA (2022) ANALISIS RESEPSI AUDIENS MAHASISWA/I UNIVERSITAS MERCU BUANA TERHADAP PERSONAL BRANDING DR. IRA MIRAWATI, M.SI., MELALUI AKUN TIKTOK @BUIRAMIRA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media is not just a medium of entertainment for its users. There are other things that can be used from social media, namely as a learning tool. This is what was inspired by the Lecturer of the Communication Management Study Program, Faculty of Communication, Padjadjaran University, Dr. Ira Mirawati, M.Si. Being a TikTok social media user, Ira regularly shares educational content that is much appreciated by her followers. This study specifically analyzes audience acceptance in perceiving personal branding in the @buiramira Tiktok account. The audience in this case is the new media audience consisting of young people who are considered more active in media. This study uses a qualitative research method with reception analysis method. The results showed that the audience's acceptance of Dr.'s personal branding. Ira Mirawati, M.Si., through her Tiktok account that the five informants are in a Dominant Hegemonic position. This proves that there is a positive reception that affects the audience on Dr.'s personal branding. Ira Mirawati, M.Si., Keywords: Reception Analysis, Personal Branding, Audience, Tiktok. Media sosial tidak sekedar sebagai media hiburan bagi penggunanya. Ada hal lain yang bisa dimanfaatkan dari media sosial, yaitu sebagai sarana pembelajaran. Hal inilah yang diilhami Dosen Program Studi Manajemen Komunikasi Fakultas Ilmu Komunikasi Universitas Padjadjaran Dr. Ira Mirawati, M.Si. Menjadi pengguna media sosial TikTok, Ira rutin membagikan konten edukatif yang banyak diapresiasi oleh para pengikutnya. Penelitian ini secara khusus menganalisis tentang penerimaan audiens dalam meresepsikan personal branding dalam akun Tiktok @buiramira tersebut. Audiens dalam hal ini adalah audiens media baru yang terdiri dari kaum muda yang dinilai lebih aktif dalam bermedia.Penelitian ini menggunakan metode penelitian kualitatif dengan metode analisis resepsi. Hasil penelitian menunjukan bahwa penerimaan audiens terhadap personal branding Dr. Ira Mirawati, M.Si., melalui akun Tiktok-nya bahwa kelima informan berada pada posisi Dominan Hegemonic, Hal ini membuktikan bahwa adanya resepsi yang positif yang mempengaruhi audiens pada personal branding Dr. Ira Mirawati, M.Si., Kata kunci: Analisis Resepsi, Personal Branding, Audiens, Tiktok.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 133
NIM/NIDN Creators: 44218010046
Uncontrolled Keywords: Analisis Resepsi, Personal Branding, Audiens, Tiktok
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.3 Bibliographic Analysis and Control/Bibliografi Analisis dan Kontrol Perpustakaan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.4 Subject Analysis and Control/Subjek Analisis dan Kontrol Perpustakaan
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 18 Oct 2022 03:17
Last Modified: 19 Oct 2022 03:45
URI: http://repository.mercubuana.ac.id/id/eprint/70553

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