INDAH, HERNI ATIKAH (2025) INTERPRETASI AUDIENS PADA FENOMENA SOSIAL PENYAPU KOIN JEMBATAN SEWO INDRAMAYU DI YOUTUBE CHANNEL JERICHO ZEKI (Analisis Resepsi pada Masyarakat di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of coin sweepers is an activity where people sit by the roadside of the Sewo Bridge holding broomsticks and then collect money thrown by drivers passing through the Pantura route. Many opinions suggest that this activity has existed since 1973, starting from the story of the siblings Saedah and Saeni who died around the bridge, combined with a major accident that once occurred on the Sewo Bridge, giving rise to a myth. Where if the driver wants their journey to go smoothly, they must throw a coin into the bridge. The phenomenon of coin sweepers on the Sewoharjo Bridge in Indramayu has attracted the attention of researchers in recent years. This research aims to analyze audience reception of the phenomenon uploaded on Jericho Zeki's YouTube account, where he shares his experience as a coin sweeper in a vlog. This research uses Stuart Hall's reception analysis method with a qualitative approach. The research results categorize the audience into three positional categories: dominant hegemonic, negotiated, and oppositional. Data was collected through focus group discussions (FGD) to understand how the audience responds to the decoding of the YouTube video "Jembatan Sewo Indramayu" by Jericho Zeki. Personal experiences, age, and background influence their interpretations. The research results show that the majority of the audience falls into the opposition category when decoding the YouTube video. Dominant hegemonic means fully accepting the message conveyed by the encoder, negotiation means accepting the message but still having one's own interpretation, while opposition means the audience fully rejects what is conveyed and creates their own interpretation based on personal experience. This research provides an academic contribution to the field of public relations related to social phenomena, as well as practical benefits by serving as a reference for Jericho Zeki, the content owner, the Indramayu local government, and the wider community. Keywords: Reception Analysis, Stuart Hall, Social Phenomenon, Coin Sweepers, Sewo Bridge, Indramayu, YouTube, YouTube Channel, Jericho Zeki. Fenomena penyapu koin merupakan kegiatan dimana orang-orang duduk di pinggir jalan Jembatan Sewo dengan memegang sapu lidi lalu mengais uang yang di lempar pengendara yang melewati jalur pantura tersebut. Banyak pendapat mengatakan jika kegiatan ini sudah ada sejak tahun 1973, berawal dari kisah kakak beradik Saedah dan Saeni yang meninggal di sekitar jembatan, ditambah kecelakaan besar yang pernah terjadi di Jembatan Sewo menimbulkan sebuah mitos. Dimana jika pengendara ingin perjalanannya lancar maka harus melempar koin ke Jembatan. Fenomena penyapu koin di Jembatan Sewoharjo, Indramayu telah menjadi perhatian peneliti dalam beberapa tahun terakhir. Penelitian ini bertujuan untuk menganalisis resepsi audiens pada fenomena yang diunggah di akun YouTube Jericho Zeki yang mencoba pengalamannya menjadi penyapu koin dalam sebuah vlog. Penelitian ini menggunakan metode analisis resepsi milik Stuart Hall dengan pendekatan kualitatif. Penelitian menempatkan khalayak ke dalam tiga kategori posisi yakni hegemonik dominan, negosiasi, dan oposisi. Data dikumpulkan dengan melakukan diskusi grup atau focus group discussion (FGD) untuk memahami bagaimana khalayak menanggapi decoding video YouTube “Jembatan Sewo Indramayu” milik Jericho Zeki. Pengalaman pribadi, usia, latar belakang memengaruhi interpretasi mereka. Hasil penelitian menunjukkan bahwa mayoritas khalayak berada dalam kategori oposisi dalam melakukan decoding terhadap video YouTube tersebut. Hegemonik dominan berarti menerima secara penuh pesan yang disampaikan encoder, negosiasi berarti menerima pesan namun masih memiliki interpretasinya sendiri, sedangkan oposisi berarti khalayak menolak secara penuh apa yang disampaikan dan membuat interpretasinya sendiri berdasarkan pengalaman pribadi. Penelitian ini memberikan kontribusi secara akademis untuk bidang public relation terkait fenomena sosial, serta dengan manfaat praktisnya menjadi salah satu acuan Jericho Zeki pemilik konten, pemerintah daerah Indramayu, dan masyarakat luas. Kata Kunci: Analisis Resepsi, Stuart Hall, Fenomena Sosial, Penyapu Koin Jembatan Sewo, Indramayu, YouTube, YouTube Channel, Jericho Zeki.
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