IQBAL, MUHAMMAD (2025) ANALISIS RESEPSI TERKAIT PERSONAL BRANDING KEDERMAWANAN RAFFI AHMAD SEBAGAI PUBLIC FIGURE DALAM VIDEO BERJUDUL "ISENGNYA BIKIN SENENG!!! SULTAN BAGI- BAGI 1 MILIAR RUPIAH SAHAM !!!" di Youtube RANS Entertainment. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Personal branding is an effort to highlight an individual to attract attention from others or specific parties. The description of an individual's personal branding can be observed through the potential, characteristics, and uniqueness. This study focuses on how the audience perceptions about Raffi Ahmad’s generosity as portrayed in a video titled "ISENGNYA BIKIN SENENG!!! SULTAN BAGI-BAGI 1 MILIAR SAHAM!!!". Through this study, the researcher wants to see how the audience accepts in assessing Raffi Ahmad's personal branding through his generosity in a video content entitled “ISENGNYA BIKIN SENENG!!! SULTAN BAGI-BAGI 1 MILIAR SAHAM !!!”. Main idea of this study, the researcher uses Stuart Hall's reception study theory which involves the active role of the audience in receiving messages (decoding) of messages conveyed by the message maker (encoding) through a constructivist perspective that adapts to the informant's experience. The audience approach used in this study is qualitative, and the method used is the reception analysis method through Stuart Hall's encoding/decoding model, which includes three positions: dominant hegemonic, negotiated position, and oppositional hegemonic. Then, the data collection involves interviews with six audiences of subscribers or viewers of RANS Entertainment Channel, aimed at measuring Raffi Ahmad's generosity based on their respective interpretations. The research result show that the majority of informants accepted Raffi Ahmad's generosity in the video content on dominant hegemonic position. Other aspects, such as the concept of video content, familiarity, humility, and the representation of Raffi Ahmad as "Sultan Andara," were interpreted across the dominant hegemonic, negotiated, and oppositional hegemonic positions. Key words: personal branding, reception analysist, YouTube, Audience Perception Personal Branding merupakan usaha dalam menonjolkan diri seorang individu untuk mendapat perhatian dari individu atau pihak lainnya. Personal branding setiap individu tercermin dari potensi, ciri khas serta keunikan yang ditampilkan sebagai branding atas dirinya. Melalui penelitian ini, peneliti ingin melihat bagaimana penerimaan khalayak melalui informan terpilih dalam menilai personal branding Raffi Ahmad melalui sifat kedermawananya dalam sebuah konten video berjudul “ISENGNYA BIKIN SENENG!!! SULTAN BAGI-BAGI 1 MILIAR SAHAM !!!”. Sebagai landasan dasar, peneliti menggunakan teori studi resepsi Stuart Hall yang melibatkan peran khalayak aktif dalam menerima pesan (decoding) atas pesan yang disampaikan oleh pembuat pesan (encoding) melalui cara pandang kontruktivisme yang menyesuaikan dengan pengalaman informan. Pendekatan informan yang dilakukan dalam penelitian ini adalah kualitatif dengan penggunaan metode analisis resepsi melalui model encoding decoding milik Stuart Hall dalam tiga posisi, yakni dominant hegemonic, negotiated postion, serta opposition hegemonic. Sementara itu, dalam pengambilan data, peneliti mewawancarai enam informan yang menjadi pengikut maupun penonton dari RANS Entertainment untuk menilai kedermawanan Raffi Ahmad melalui konten yang disajikan berdasarkan penerimaan masing-masing. Berdasarkan hasil penelitian, penilaian pada penerimaan informan atas kedermawanan Raffi Ahmad melalui konten video yang disajikan, mayoritas berada dalam posisi dominant hegemonic, sementara aspek yang terlihat dari unsur penayangan konten video, keakraban, dan kerendahan hati serta penggambaran Raffi Ahmad dalam julukannya sebagai “Sultan Andara” terbagi atas dominant hegemonic, negotiated position dan opposition hegemonic. Kata Kunci: Personal Branding, Analisis Resepsi, Youtube, Penerimaan Khalayak.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 052 |
| NIM/NIDN Creators: | 44219010132 |
| Uncontrolled Keywords: | Personal Branding, Analisis Resepsi, Youtube, Penerimaan Khalayak. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 18 Feb 2025 08:51 |
| Last Modified: | 20 Feb 2025 08:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94325 |
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