RAHMAWATY, NABILLAH AMANDA (2023) ANALISIS RESEPSI KHALAYAK MENGENAI KONTEN BEROPINI “GLASS CEILING: KETIMPANGAN GENDER DI TEMPAT KERJA” PADA AKUN YOUTUBE GITA SAVITRI DEVI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Gita's content always criticizes empowering women in the world, one of which is the glass ceiling: gender inequality in the workplace. The issue of gender inequality is still a polemic in various countries and even this gender inequality arises due to stereotypes and patriarchal culture that are always associated with society. Issues like this need to be studied from the perspective of public acceptance because public awareness and support are very important for gender equality. The purpose of this research is to analyze audience acceptance regarding the topic of gender inequality conveyed by Gita Savitri through uploading her YouTube content entitled Glass Ceiling: Gender Inequality in the Workplace. The theory used in this study is the theory of meaning put forward by Stuart Hall. Adaptation of the theory of audience meaning from the encoding-decoding model. The researcher uses the reception analysis research method with a qualitative descriptive approach to reveal how audiences can interpret the messages that have been given by the Gita in its content. In addition, audience reception is also influenced by their perspective on social reality, experience, education, and media consumption for each individual. The results of this study are presented based on the categorization of power relations, gender relations, stereotypes, patriarchal culture, and organizational culture. In addition, ten informants are in a dominant position, which shows that the informants are in line with the content and agree with the contents of the manifestations of gender inequality in the content. In the negotiating position, there were nine informants who indicated that they accepted the contents of the message and some rejected the contents of the message relating to the manifestation of gender inequality. Then, in the opposition position, twelve informants completely rejected the contents of the manifestation of gender injustice in the glass ceiling content. Keywords: Gender, Glass ceiling, Reception analysis, New media Konten Gita selalu saja mengkritisi empowering women yang ada di dunia salah satunya adalah glass ceiling: ketimpangan gender di tempat kerja. Isu ketidaksetaraan gender ini masih menjadi polemik diberbagai negara bahkan ketidaksetaraan gender ini muncul akibat adanya stereotipe dan budaya partiarki yang selalu diasosiasikan oleh masyarakat. Isu seperti ini perlu dikaji dari segi penerimaan khlayak karena kesadaran dan dukungan masyarakat sangat penting untuk menuju kesetaraan gender. Tujuan dari penelitian ini untuk menganalisis penerimaan khalayak terkait topik ketimpangan gender yang disampaikan oleh Gita Savitri melalui unggahan konten YouTube-nya yang berjudul Glass Ceiling: Ketimpangan Gender di Tempat Kerja. Teori yang digunakan dalam penelitian ini adalah teori pemaknaan yang dikemukakan oleh Stuart Hall. Teori pemaknaan khalayak adaptasi dari model encoding-decoding. Peneliti menggunakan metode penelitian analisis resepsi dengan pendekatan kualitatif untuk mengungkap bagaimana khalayak dapat memaknai pesan yang telah diberikan Gita dalam kontennya. Selain itu resepsi khalayak juga dipengaruhi cara pandang mereka terhadap realita sosial, pengalaman, pendidikan, serta konsumsi media pada setiap individu. Dari hasil penelitian ini disajikan berdasarkan kategorisasi power relation, gender relations, stereotipe, budaya partiarki dan budaya organisasi. Selain itu, sepuluh informan berada pada posisi dominan, yang menunjukan bahwa informan sejalan dengan konten tersebut dan sepakat dengan muatan manifestasi ketidakadilan gender dalam konten tersebut. Pada posisi negosiasi terdapat sembilan informan yang menunjukan bahwa mereka menerima isi pesan dan sebagian menolak isi pesan yang berkaitan dengan muatan manifestasi ketidakadilan gender. Kemudian, pada posisi oposisi dua belas informan menolak secara sepenuhnya atas muatan manifestasi ketidakadilan gender pada konten glass ceiling. Kata kunci: Gender, Glass ceiling, Analisis resepsi, Media baru
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 23 064 |
| Call Number: | SK/42/23/042 |
| NIM/NIDN Creators: | 44219010017 |
| Uncontrolled Keywords: | Gender, Glass ceiling, Analisis resepsi, Media baru |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi > 153.69 Nonverbal Communication/Komunikasi Nonverbal 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 175 Ethics of Recreation, Public Performances, Communication/Etika di Bidang Rekreasi dan Olah Raga, Etika Pertandingan, Etika Penampilan, Etika Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | MILA RISKA |
| Date Deposited: | 10 Jun 2023 08:19 |
| Last Modified: | 10 Jun 2023 08:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77960 |
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