ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @ZEROWASTE.ID_OFFICIAL MENGENAI KONTEN KAMPANYE GAYA HIDUP MINIM SAMPAH

AFFIVA, NADYA MULYA (2022) ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @ZEROWASTE.ID_OFFICIAL MENGENAI KONTEN KAMPANYE GAYA HIDUP MINIM SAMPAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Zero Waste Indonesia (ZWID) is a community with principles for educating the Indonesian people in implementing a minimal waste lifestyle through campaign content on Instagram. The presence of the @zerowaste.id_official account is to overcome problems in waste management which are still a challenge faced by the public so that they do not always end up in landfills. This study uses a descriptive qualitative method with the constructivism paradigm and approaches the Struat Hall theory ofreception analysis which focuses on the study of audiences playing an active role in consuming and producing meaning according to the content of the message content conveyed by the media into three positions of meaning, namely dominant, negotiation and opposition. Data collection in the study was carried out by observation, in-depth interviews and documentation with six active audience informants from followers of the @zerowaste.id_official Instagram account to find out the meaning of followers of the @zerowaste.id_official account related to the message of minimal waste lifestyle content from various backgrounds. The results of interviews with all informants agree with the #zerowaste30days campaign because it motivates audiences and inspires audiences, especially followers of the @zerowaste.id_official Instagram account by educating the content of the Zero Waste Indonesia campaign. There is a meaning that the sources are in the category of Dominant Hegemony, and for the two sources there are those who fall into the categories of negotiation and opposition. Keyword : Zero Waste Indonesia (ZWID) sebuah komunitas dengan prinsip untuk edukasi masyarakat Indonesia dalam menerapkan gaya hidup minim sampah melalui konten kampanye di instagram. Kehadiran akun @zerowaste.id_official ini untukmengatasi masalah dalam pengelolaan sampah yang masih menjadi tantangan yang dihadapioleh khalayak agar tidak selalu berakhir diTPA. Penelitian ini menggunakan metode Kualitatif Deskriptif dengan paradigama kontruktivisme danmelakukan pendekatanteoriStruat Hall analisis resepsi yang fokus pada studi khalayak berperan aktif dalam mengkonsumsi dan memproduksi makna sesuai dari isi pesan konten yang disampaikan oleh media dan akan menghasilkan tiga posisi pemakanaan yaitu dominan, negosiasi dan oposisi. Pengumpulan data dalam penelitian melakukan observasi, wawancara mendalam serta dokumentasi dengan enam informan khalayak aktif dari pengikut akun instagram @zerowaste.id_official untuk mengetahui pemaknaan followers akun @zerowaste.id_official mengenai pesan-pesan konten gaya hidup minim sampah dari latar belakang yang berbeda. Hasil dari wawancara seluruh informan setuju dengan kampanye #zerowaste30days karena membuat khalayak termotivasi dan menginspirasi khalayak khususnya pengikut akun instagram @zerowaste.id_official dengan edukasi konten kampanye Zero Waste Indonesia. Terdapat pemaknaan narasumber masuk dalam kategori Dominan Hegemoni, dan untuk dua narasumber ada yang masuk dalam kategori negosiasi dan oposisi. Keyword : Gaya Hidup Minim Sampah, Analisis Resepsi, Kampanye PR

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 173
NIM/NIDN Creators: 44218010051
Uncontrolled Keywords: Gaya Hidup Minim Sampah, Analisis Resepsi, Kampanye PR
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
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
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 > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 21 Nov 2022 08:08
Last Modified: 23 Nov 2022 06:51
URI: http://repository.mercubuana.ac.id/id/eprint/71826

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