EVIYANTI, BRIGITHA (2023) ANALISIS RESEPSI KHALAYAK TERHADAP KONTEN KREATIF CHANNEL YOUTUBE BOY WILLIAM #NEBENGBOY (EPISODE PRESIDEN JOKOWI, S2 EPS 13). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Technological advances in the mass media are now making it easier for the public to obtain actual and real-time information. One platform that is in great demand is Youtube. Where Youtube provides space for users to express themselves in giving messages or meaning to a large audience. The many features and offers from Youtube increasingly provide inspiration for creative ideas in every video content creation. One of them is the content of a public figure on Youtube whose real name is William Hartanto or often called Boy William. With the various types of media content that can now be used as many as 12 types of media content by a content creator, the researcher wants to better understand the type of 4C content used by Boy William in one of his playlists with the hashtag #NebengBoy and make it into one of the creative contents, understand the perspective of the audience and the feedback given by the audience. In this study, the researcher also wanted to analyze the audience's reception of creative content using the #NebengBoy hashtag, especially for episode 13 with President Jokowi in Season 4. The researcher uses a constructivist paradigm with a qualitative descriptive methodology. Research results, informants have their own opinions about the Youtube platform application, Boy William's Yotube Channel, Boy Content with #NebengBoy and also opinions on Creative Content. In addition, informants interpret messages differently. 3 out of 5 informants had a dominant hemogenic position, 1 informant was in a negotiating position and 1 informant was in an opposition position. Keywords: Audience Reception, Youtube, Boy William, #NebengBoy, Creative Content Kemajuan teknologi dalam media massa saat ini semakin memudahkan masyarakat dalam mendapatkan informasi secara actual dan real time. Salah satu platform yang sangat diminati adalah Youtube. Dimana Youtube memberikan ruang untuk para pengguna dalam mengekspresikan diri dalam memberikan pesan atau makna untuk khalayak banyak. Banyaknya fitur dan penawaran dari Youtube semakin memberikan inspirasi untuk membuat ide kreatif dalam setiap pembuatan video konten. Salah satunya adalah konten Youtube public figure yang bernama asli William Hartanto atau sering disebut Boy William. Dengan beragamnya jenis konten media yang kini bisa digunakan sebanyak 12 jenis konten media oleh seorang konten kreator peneliti ingin lebih memahami jenis konten 4C yang dipakai oleh Boy William dalam salah playlistnya dengan hastag #NebengBoy dan membuatnya menjadi salah satu konten kreatif, memahami perspektif khalayak serta feedback yang diberikan khalayak. Dalam penelitian ini, peneliti juga ingin menganalisa resepsi khalayak terhadap salah satu konten kreatif yang menggunakan hastag #NebengBoy terlebih lagi untuk episode 13 bersama Presiden Jokowi di Season 4. Peneliti menggunakan paradigma konstruktivis dengan metodologi deskriptif kualitatif. Hasil Penelitian, informan memiliki opini tersendiri mengenai aplikasi platform Youtube, Channel Yotube Boy William, Konten Boy dengan #NebengBoy dan juga opini terhadap Konten Kreatif. Selain itu informan memaknai pesan secara berbeda-beda. 3 dari 5 informan memiliki posisi hemogenic dominan, 1 informan berada di posisi negosiasi dan 1 informan berada pada posisi oposisi. Kata Kunci : Resepsi Khalayak, Youtube, Boy William, #NebengBoy,Konten Kreatif
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