SUBAGJA, RADITYO YUSUF (2025) ANALISIS ISI PESAN AKUN YOUTUBE TIMOTHY RONALD PADA VIDEO "KENAPA GEN Z MISKIN" DALAM UPAYA LITERASI EKONOMI UNTUK GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (476kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (172kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (302kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (118kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (399kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (96kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (162kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (374kB) |
Abstract
This study aims to analyze how economic literacy is represented in the YouTube video “Kenapa Gen Z Miskin?” by Timothy Ronald. The study focuses on how the video's audio and visual elements shape viewers' understanding of economic issues in a critical and reflective manner. A qualitative approach was applied using Udo Kuckartz’s content analysis model, which consists of seven inductive stages. The data were analyzed through coding across six key aspects: audio, intonation, articulation, language style, visuals, and non-verbal gestures. These codes were then organized into major themes such as Financial Pressure, Social Expectations, Critical Humor, and Gen Z’s Adaptation. The findings reveal that the video presents economic literacy in a nonformal format, highlighting awareness of income inequality, impulsive digital consumption, and financial adaptation strategies. Through humor and compelling visual narratives, the content implicitly educates the audience, positioning the video as a form of popular economic literacy relevant to everyday experiences. This study concludes that digital communication serves as an effective medium for delivering economic literacy in a creative and engaging way. In this context, the video not only offers social critique but also fosters a deeper economic awareness among young viewers and expected to contribute to academic discourse in the field of digital communication, particularly in financial education through popular media. Keywords: Economic Literacy, Generation Z, Content Analysis, Social Media, Timothy Ronald Penelitian ini bertujuan untuk menganalisis bagaimana literasi ekonomi direpresentasikan dalam video “Kenapa Gen Z Miskin?” karya Timothy Ronald di YouTube. Video ini dipilih karena menyuarakan fenomena ketimpangan ekonomi yang dihadapi oleh Generasi Z melalui pendekatan yang satir dan komunikatif. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi model Udo Kuckartz yang melibatkan tujuh tahap analisis secara induktif. Data dianalisis berdasarkan pengkodean terhadap enam aspek: audio, intonasi, artikulasi, gaya bahasa, visual, dan gerakan non-verbal. Hasil penelitian menunjukkan bahwa video tersebut memuat representasi literasi ekonomi dalam bentuk non-formal yang mencakup kesadaran terhadap ketimpangan pendapatan, konsumsi digital yang impulsif, serta strategi adaptasi finansial. Penelitian ini menyimpulkan bahwa komunikasi digital dapat menjadi media efektif dalam menyampaikan nilai-nilai literasi ekonomi secara kreatif dan menarik dan diharapkan dapat menjadi kontribusi akademis dalam pengembangan kajian komunikasi digital, khususnya dalam ranah edukasi finansial melalui media populer. Kata Kunci: Literasi Ekonomi, Generasi Z, Analisis Isi, Media Sosial, Timothy Ronald
Actions (login required)
 |
View Item |
