KARMANA, FAISHAL DWI (2022) ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @dr.tirta MENGENAI INFORMASI VAKSIN COVID-19 DI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the context of health communication and promotion, social media can facilitate public knowledge of health information needs. Vaccination is a government program in tackling the Covid-19 virus pandemic, but the Covid-19 vaccination program in Indonesia has raised polemics for and against in society due to information disruption. The Indonesian Ministry of Health utilizes influencers to socialize the Covid-19 vaccination in Indonesia. Tirta Mandira Hudi is an Inluncer for assistance with handling Covid-19, the content on his Instagram account @dr.tirta discusses information on the Covid-19 vaccine in Indonesia. This study uses qualitative methods with constructivism paradigm and Stuart Hall's Encoding-Decoding reception analysis approach. Perceptual analysis that focuses on the audience's meaning of the message (decoding), namely the process of interpretation and in-depth understanding of media texts and how audiences interpret the contents of these media texts. Stuart Hall describes three audience positions in interpreting codes in media text messages, namely, dominant-hegemonic, negotiation, and opposition. Data collection in this study consisted of interviews and FGD (Focus Group Discussion) with seven informants, namely followers of the Instagram account @dr.tirta to find out variations in reasons, arguments or the basis for the meaning of followers regarding the information on the Covid-19 vaccine in Indonesia which was uploaded by the Instagram account @ dr. tirta. The results of the study showed that all informants fully received messages conveyed by the Instagram account @dr.tirta regarding information on the Covid-19 vaccine in Indonesia. However, this is different from Doctor Tirta's choice of words, language and character in conveying information on the Covid-19 vaccine in Indonesia. In this case, the informants have different receptions and meanings. Keyword : Reception Analysis, Covid-19 Vaccine Information, Instagram Dalam konteks komunikasi dan kesehatan, media sosial dapat memfasilitasi masyarakat terhadap kebutuhan informasi kesehatan. Vaksinasi merupakan program pemerintah dalam menanggulangi pandemi virus Covid-19, namun program vaksinasi Covid-19 di Indonesia memunculkan polemik pro dan kontra dalam masyarakat akibat distrupsi informasi. Kementrian Kesehatan RI memanfaatkan Influncer untuk sosialisasi vaksinasi Covid-19. Tirta Mandira Hudi merupakan Influncer relawan penanganan Covid-19, konten dalam akun Instagramnya @dr.tirta membahas informasi vaksin Covid-19 di Indonesia. Penelitian ini menggunakan metode kualitatif dengan paradigma konstruktivisme serta pendekatan analisis resepsi Encoding-Decoding Stuart Hall. Analisis resepsi memfokuskan pada pemaknaan khalayak terhadap pesan (decoding), yaitu proses interpretasi yang mendalam atas teks media dan bagaimana khalayak memaknai isi teks media. Stuart Hall menggambarkan tiga posisi khalayak dalam pemaknaan kode-kode pada pesan teks media yaitu, dominant-hegemonic, negotiated, dan oppositional. Pengumpulan data dalam penelitian ini adalah wawancara dan FGD (Focus Group Discussion) dengan tujuh informan yaitu followers akun Instagram @dr.tirta untuk mengetahui variasi alasan, argumentasi atau dasar dari pemaknaan followers mengenai informasi vaksin Covid-19 di Indonesia yang diunggah oleh akun Instagram @dr.tirta. Hasil penelitian menunjukkan bahwa semua informan menerima secara menyeluruh pesan yang disampaikan oleh akun Instagram @dr.tirta mengenai informasi vaksin Covid-19 di Indonesia. Namun berbeda hal dengan pemilihan kata, bahasa dan karakter dokter Tirta dalam menyampaikan informasi vaksin Covid-19 di Indonesia. Pada hal tesebut, para informan memiliki resepsi dan pemaknaan yang berbeda. Kata kunci: Analisis Resepsi, Informasi Vaksin Covid-19, Instagram
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