ANALISIS RESEPSI PERSONAL BRANDING REGGIE PADA SUBSCRIBERS DALAM CHANNEL YOUTUBE "MIAWAUG"

YANI, HANIFA ISMA (2023) ANALISIS RESEPSI PERSONAL BRANDING REGGIE PADA SUBSCRIBERS DALAM CHANNEL YOUTUBE "MIAWAUG". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Youtube channel that is currently a trendy game channel with one of the communication phenomena of Youtube content containing games is Youtube MiawAug. This research aims to find out how Reggie's personal branding in the MiawAug YouTube channel is based on the reception of subscibers. Reception analysis focuses on audience attention in the mass communication process (decoding), namely on the process of meaning and deep understanding and how audiences interpret media content. There are three types of interpretation in audience reception, namely Dominant Hegemonic Position, Negotiated Position, and Oppositional Code. The research paradigm used in this research is the interpretive paradigm. The method used is descriptive qualitative research method with Stuart Hall's reception analysis approach. The subjects of this research are subscribers of the MiawAug Youtube Channel. Data collection techniques using interview techniques. Data analysis with the Miles and Huberman model, followed by reception analysis. Data validity with Source Triangulation. The results showed that the four informants on the concept of specialization, ownership, and acceptance, difference, unity, constancy and good name are in the hegemonic-dominant position. Meanwhile, on the concept of appearance, two informants are in the dominant hegemonic position and one informant is in the negotiation position. Keywords: Reception Analysis, Personal Branding, Subscribers, Youtube Channel Youtube yang sedang trendy saat ini channel game dengan salah satu fenomena komunikasi konten Youtube berisi game adalah Youtube MiawAug. Penelitian ini bertujuan untuk mengetahui bagaimana personal branding Reggie dalam channel YouTube MiawAug berdasarkan resepsi subscibers. Analisis resepsi memfokuskan perhatian audiens dalam proses komunikasi massa (decoding), yaitu pada proses pemaknaan dan pemahaman yang mendalam dan bagaimana audiens menginterpretasikan isi media. Pemaknaan dalam resepsi audiens terdapat tiga macam yaitu Dominant Hegemonic Position, Negotiated Position, dan Oppositional Code. Paradigma penelitian yang digunakan dalam penelitian ini adalah paradigm interpretif. Metode yang digunakan adalah metode penelitian kualitatif deskriptif dengan pendekatan analisis resepsi Stuart Hall. Subyek penelitian ini adalah subscribers Channel Youtube MiawAug. Teknik pengumpulan data dengan menggunakan teknik wawancara. Analisis data dengan model Miles dan Huberman, dilanjut dengan analisis resepsi. Keabsahan data dengan Triangulasi Sumber. Hasil penelitian menunjukkan bahwa keempat informan pada konsep spesialisasi, kepemimpinan, kepribadian, perbedaan, kesatuan, keteguhan dan nama baik berada pada posisi hegemonic-dominan. Sedangkan pada konsep kenampakan, dua informan berada pada posisi hegemonic dominan dan satu informan berada pada posisi negosiasi. Kata kunci: Analisis Resepsi, Personal Branding, Subscribers, Youtube

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