OCTAVIANI, DWINTA CINDY (2025) ANALISIS RESEPSI FOLLOWERS AKUN INSTAGRAM @GIBRAN_RAKABUMING PADA ISI PESAN DALAM KONTEN "LAPOR MAS WAPRES". S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the reception of Instagram followers of @Gibran_Rakabuming regarding the message content in the “Lapor Mas Wapres” program. The research employs a qualitative approach with Stuart Hall’s reception analysis (encoding-decoding), which classifies audience interpretations into three positions: hegemonic-dominant, negotiated, and oppositional. Primary data were collected through in-depth interviews with five selected informants, while secondary data were obtained from literature, journals, and related articles. This research emphasizes the significance of understanding the diversity of audience interpretations shaped by their social background, education, and personal experiences. The findings reveal that most followers perceive “Lapor Mas Wapres” as an interactive, transparent, and credible form of two-way political communication. The main message is interpreted as an invitation to public participation and a symbol of Gibran’s closeness with society. Nevertheless, differences in reception emerge. Some audiences align with the dominant position, others negotiate by questioning the program’s follow-up, while the rest oppose the initiative. Thus, “Lapor Mas Wapres” serves as a political communication bridge, although audience responses remain varied. Keywords: Reception Analysis, Instagram, Gibran Rakabuming, Lapor Mas Wapres, Political Communication Penelitian ini bertujuan untuk mengetahui bagaimana resepsi followers akun Instagram @Gibran_Rakabuming terhadap isi pesan dalam konten “Lapor Mas Wapres”. Peneliti menggunakan pendekatan kualitatif dengan teori analisis resepsi Stuart Hall (encoding-decoding), yang membagi pemaknaan audiens dalam tiga posisi: dominan-hegemonik, negosiasi, dan oposisi. Data primer diperoleh melalui wawancara mendalam dengan lima informan yang dipilih berdasarkan kriteria tertentu, sementara data sekunder bersumber dari literatur, jurnal, dan artikel terkait. Penelitian ini menekankan pentingnya memahami keragaman interpretasi audiens yang dipengaruhi oleh latar belakang sosial, pendidikan, serta pengalaman masing-masing individu. Hasil penelitian menunjukkan bahwa mayoritas followers menilai konten “Lapor Mas Wapres” sebagai sarana komunikasi politik dua arah yang interaktif, transparan, dan kredibel. Pesan utama dipahami sebagai bentuk kedekatan antara Gibran dengan masyarakat sekaligus ajakan partisipasi dalam menyampaikan aspirasi publik. Namun demikian, perbedaan resepsi tetap muncul. Sebagian audiens menempatkan diri pada posisi dominan, sebagian lain pada posisi negosiasi karena mengkritisi tindak lanjut program, sementara sisanya berada pada posisi oposisi. Dengan demikian, konten “Lapor Mas Wapres” berfungsi sebagai jembatan komunikasi politik, meskipun penerimaan masyarakat tetap beragam. Kata kunci: Analisis Resepsi, Instagram, Gibran Rakabuming, Lapor Mas Wapres, Komunikasi Politik
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