ANALISIS RESEPSI KHALAYAK MENGENAI GAYA KOMUNIKASI NESYA ANASTASYA PADA KONTEN PROMOSI NEYSYA FOOD DI TIKTOK @NESYA.ANASTASYAA

UTAMI, KINANTHI BUDI (2024) ANALISIS RESEPSI KHALAYAK MENGENAI GAYA KOMUNIKASI NESYA ANASTASYA PADA KONTEN PROMOSI NEYSYA FOOD DI TIKTOK @NESYA.ANASTASYAA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Communication style refers to the way an individual communicates, where each person has their own unique way and style of communication. This study aims to understand the audience's perception of Nesya Anastasya's communication style in the promotional content of Neysya Food on TikTok @nesya.anastasyaa. The researcher uses the theory of factors that shape personal communication style, which include: physical condition, roles, language, and relationships. This study adopts a qualitative approach using the constructivist paradigm. The research method employed is Stuart Hall's reception analysis. Data collection was conducted through in-depth interviews with eight informants. The results of the study conclude that the audience's perception of Nesya Anastasya's communication style in the promotional content of Neysya Food on TikTok predominantly falls within the Hegemonic Dominant position, with each informant interpreting it differently. Three informants fall within the Negotiated Position, and two informants fall within the Oppositional Position regarding several factors shaping the communication style. Gaya komunikasi merupakan cara seseorang untuk berkomunikasi, yang di mana setiap orang memiliki cara dan gaya komunikasinya yang berbeda. Pada penelitian ini bertujuan untuk mengetahui persepsi khalayak mengenai gaya komunikasi Nesya Aanatasya pada konten promosi Neysya Food di TikTok @nesya.anastasyaa. Peneliti menggunakan teori faktor pembentukan gaya komunikasi diri yaitu; kondisi fisik, peran, bahasa dan hubungan. Pendekatan penelitian ini adalah kualitatif dengan mengunakan paradigma konstruktivis. Metode penelitian ini menggunakan metode analisis resepsi Stuart Hall. Teknik pengumpulan data yang dilakukan adalah melakukan wawancara mendalam dengan delapan informan. Pada hasil penelitian daat disimpulkan bahwa persepsi khalayak mengenai gaya komunikasi Nesya Anastasya pada konten promosi Neysya Food di TikTok sebagaian besar berada di posisi Hegemonic Dominant dengan makna yang berbeda-beda dari setiap informan. Tiga informan berada di posisi Negotiated Position, dua informan berada di posisi Oppositional Position dalam beberapa faktor pembentukan gaya komunikasi.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 24 223
NIM/NIDN Creators:	44220010229
Uncontrolled Keywords:	Gaya Komunikasi, Khalayak Aktif, Konten Promosi, Analisis Resepsi
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 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	AFIFAH SALMA RAMADINA
Date Deposited:	08 Oct 2024 03:21
Last Modified:	08 Oct 2024 03:21
URI:	http://repository.mercubuana.ac.id/id/eprint/92306

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