NURHALIZA, NURHALIZA (2025) ANALISIS RESEPSI KHALAYAK ATAS CITRA POLITIK GIBRAN RAKABUMING RAKA PADA KONTEN MEDIA @NARASINEWSROOM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes the audience's reception of Gibran Rakabuming Raka's political image presented through the social media content @narasinewsroom using a critical paradigm. Using qualitative research methods, encoding and decoding theory by Stuart Hall, this study identifies three patterns of audience interpretation: dominant hegemonic (interpretation according to the message maker's intent), negotiated reading (interpretation that is partially in accordance but modified based on personal perspective), and oppositional reading (interpretation that completely rejects the message). The main focus of this study is to understand how audiences interpret the political image from news content published by the @narasinewsroom media account. The results show that audience reception varies according to the background, values, and political preferences of each informant. These findings provide insight into the role of social media in shaping political image and the dynamic interaction between media messages and audience perception. shows that the majority of informants accept Gibran Rakabuming Raka's political image as a figure who is close to the community, supported by the credibility of the @narasinewsroom media account. However, a minority of informants reject the political image, considering it as a mere image-building effort, citing personal experience or other sources of information that are considered more neutral. This study reveals that Gibran Rakabuming Raka's informal and humorous approach on social media has succeeded in attracting the attention of the younger generation, but audience perceptions are still influenced by their background, individual experiences, and the sources of information they trust. The media plays a significant role in shaping the political image of a political figure, where media bias or objectivity also influences how the public interprets messages. These findings provide an important contribution to understanding the formation of political images through new media. Keywords : audience reception, political image, social media, encoding and decoding, Gibran Rakabuming Raka. Penelitian ini menganalisis resepsi khalayak terhadap citra politik Gibran Rakabuming Raka yang disajikan melalui konten media sosial @narasinewsroom menggunakan paradigma kritis. Dengan metode penelitian kualitatif, teori encoding dan decoding oleh Stuart Hall, penelitian ini mengidentifikasi tiga pola interpretasi khalayak: dominant hegemonic (penafsiran sesuai dengan maksud pembuat pesan), negotiated reading (penafsiran sebagian sesuai namun dimodifikasi berdasarkan perspektif pribadi), dan oppositional reading (penafsiran yang sepenuhnya menolak pesan). Fokus utama penelitian ini adalah memahami bagaimana khalayak menafsirkan citra politik dari konten berita yang dipublikasi oleh akun media @narasinewsroom. Hasil penelitian menunjukkan bahwa resepsi khalayak bervariasi sesuai dengan latar belakang, nilai-nilai, dan preferensi politik masingmasing informan. Temuan ini memberikan wawasan mengenai peran media sosial dalam membentuk citra politik dan interaksi dinamis antara pesan media serta persepsi khalayak. menunjukkan bahwa mayoritas informan menerima citra politik Gibran Rakabuming Raka sebagai sosok yang dekat dengan masyarakat, didukung oleh kredibilitas akun media @narasinewsroom. Namun, minoritas informan menolak citra politik tersebut, menganggapnya sebagai upaya pencitraan belaka, dengan alasan pengalaman pribadi atau sumber informasi lain yang dianggap lebih netral. Penelitian ini mengungkap bahwa pendekatan informal dan jenaka yang digunakan Gibran Rakabuming Raka di media sosial berhasil menarik perhatian generasi muda, tetapi persepsi khalayak tetap dipengaruhi oleh latar belakang, pengalaman individu, dan sumber informasi yang mereka percayai. Media memiliki peran signifikan dalam membentuk citra politik seorang tokoh politik, di mana bias atau objektivitas media turut memengaruhi cara publik menafsirkan pesan. Temuan ini memberikan kontribusi penting dalam memahami pembentukan citra politik melalui media baru. Kata Kunci: resepsi khalayak, citra politik, media sosial, encoding dan decoding, Gibran Rakabuming Raka.
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