PERSONAL BRANDING MAGDALENA FRIDAWATI MELALUI INSTAGRAM (ANALISIS RESEPSI PADA AKUN INSTAGRAM @MGDALENAF)

AZHARI, JESSIKA INDRIANTA (2022) PERSONAL BRANDING MAGDALENA FRIDAWATI MELALUI INSTAGRAM (ANALISIS RESEPSI PADA AKUN INSTAGRAM @MGDALENAF). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Personal branding is a communication strategy to enter the window of the voter's brain so that a contestant has a certain meaning that reflects the superiority towards the competing contestant in the form of an associative relationship. With personal branding, voters who were originally unsympathetic become sympathetic, from those who don't care to care. This research uses qualitative research methods with a descriptive type of approach. Researchers used the mote because this study exposed events that did not require comparison from various informants' points of view. The results of this study there are various differences in meaning given by various informants who have different meanings for uploads from Magdalena Fridawati's Instagram. The meaning of the post from Magdalena Fridawati's Instagram in the form of an audience opinion on personal branding food vlogger Magdalena Fridawati on Instagram social media accounts tends to be dominant compared to negotiations and opposition, and uses Stuart Hall's reception analysis in three mortgageal positions: Dominant Hegemonic Position, Negotiated Position, and Oppositional Position. Keywords: Personal Branding, New Media, Instagram, Reception Analysis. Personal branding merupakan strategi komunikasi untuk memasuki jendela otak pemilih agar seorang kontestan memiliki makna tertentu yang mencerminkan keunggulan terhadap kontestan pesaing dalam bentuk hubungan asosiatif. Dengan personal branding maka pemilih yang semula tidak bersimpati menjadi bersimpati, dari yang tidak peduli menjadi peduli. Penelitian ini menggunakan metode penelitian kualitatif dengan jenis pendekatan deskriptif. Peneliti menggunakan mote tersebut karena penelitian ini memaparkan peristiwa yang tidak memerlukan perbandingan dari berbagai sudut pandang informan. Hasil penelitian ini terdapat berbagai perbedaan makna yang diberikan oleh berbagai informan yang memiliki pemaknaan berbeda terhadap unggahan dari Instagram Magdalena Fridawati. Pemaknaan terhadap unggahan dari Instagram Magdalena Fridawati yang berupa opini khalayak terhadap personal branding food vlogger Magdalena Fridawati di akun media sosial Instagram cenderung dominan di bandingkan dengan negosiasi dan oposisi, dan menggunakan analisa resepsi Stuart Hall dalam tiga posisi hipotekal: Dominan Hegemonic Position, Negotiated Position, dan Oppositional Position. Kata Kunci: Personal Branding, New Media, Instagram, Analisis Resepsi.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 140
NIM/NIDN Creators: 44218010020
Uncontrolled Keywords: Personal Branding, New Media, Instagram, Analisis Resepsi
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
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: ADELINA HASNA SETIAWATI
Date Deposited: 22 Oct 2022 03:44
Last Modified: 22 Oct 2022 03:44
URI: http://repository.mercubuana.ac.id/id/eprint/70749

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