RAKHMAWATI, NOOR LAELA (2025) INTERPRETASI GEN Z DI WILAYAH DKI JAKARTA TERHADAP KONTEN INFORMATIF TENTANG PEMBERITAAN PENURUNAN ANGKA PERNIKAHAN PADA POSTINGAN INSTAGRAM AKUN @FOLKATIVE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to find out how Generation Z in the DKI Jakarta area interprets informative content about the decline in marriage rates published by the @Folkative Instagram account. This phenomenon has become a public spotlight because there has been a shift in life values and priorities among the younger generation. This research is motivated by the high interaction of Gen Z with this content on social media, as well as the importance of understanding how digital messages are understood by active audiences. This study uses the encoding-decoding theory of Stuart Hall which divides the position of the audience into three: dominant-hegemonic, negotiation, and opposition. This theory emphasizes that media messages are not always accepted in their entirety, but rather understood based on each individual's social, cultural, and experienced background. In the context of social media, Gen Z plays the role of an active audience who is able to give their own meaning to the content of messages. The approach used is qualitative with the reception analysis method. The data was obtained through in-depth interviews with five Gen Z informants who are domiciled in DKI Jakarta and actively access @Folkative content. The informants were selected purposively to explore diverse perspectives on the issue of marriage decline, both in terms of acceptance and rejection of the message conveyed. The results show that Gen Z's interpretation is divided into three positions: some fully accept the content (dominant), some accept and reject selectively (negotiation), and some reject the message as a whole (opposition). Factors that affect interpretation include educational background, personal experience, cultural values, and digital literacy. This research confirms that Gen Z is a critical audience in dealing with informative content in the digital media era. Keywords: Generation Z, Instagram, Marriage Decline, Informative Content, Reception Analysis, Stuart Hall. Penelitian ini bertujuan untuk mengetahui bagaimana Generasi Z di wilayah DKI Jakarta menginterpretasikan konten informatif tentang penurunan angka pernikahan yang dipublikasikan oleh akun Instagram @Folkative. Fenomena ini menjadi sorotan publik karena terjadi pergeseran nilai dan prioritas hidup di kalangan generasi muda. Penelitian ini dilatarbelakangi oleh tingginya interaksi Gen Z terhadap konten tersebut di media sosial, serta pentingnya memahami bagaimana pesan digital dipahami oleh audiens aktif. Penelitian ini menggunakan teori encoding-decoding dari Stuart Hall yang membagi posisi audiens menjadi tiga: dominan-hegemonik, negosiasi, dan oposisi. Teori ini menekankan bahwa pesan media tidak selalu diterima secara utuh, melainkan dipahami berdasarkan latar belakang sosial, budaya, dan pengalaman masing-masing individu. Dalam konteks media sosial, Gen Z berperan sebagai khalayak aktif yang mampu memberi makna sendiri terhadap isi pesan. Pendekatan yang digunakan adalah kualitatif dengan metode analisis resepsi. Data diperoleh melalui wawancara mendalam dengan lima informan Gen Z yang berdomisili di DKI Jakarta dan aktif mengakses konten @Folkative. Informan dipilih secara purposive untuk menggali perspektif yang beragam terhadap isu penurunan pernikahan, baik dari sisi penerimaan maupun penolakan terhadap pesan yang disampaikan. Hasil penelitian menunjukkan bahwa interpretasi Gen Z terbagi ke dalam tiga posisi: sebagian menerima sepenuhnya isi konten (dominan), sebagian menerima dan menolak secara selektif (negosiasi), dan sebagian lainnya menolak pesan secara keseluruhan (oposisi). Faktor yang memengaruhi interpretasi meliputi latar pendidikan, pengalaman pribadi, nilai budaya, dan literasi digital. Penelitian ini menegaskan bahwa Gen Z merupakan audiens kritis dalam menghadapi konten informatif di era media digital. Kata Kunci: Generasi Z, Instagram, Penurunan Pernikahan, Konten Informatif, Analisis Resepsi, Stuart Hall.
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