SURYANI, HILDA AIRA (2025) ANALISIS RESEPSI PADA PERSONAL BRANDING FOOD VLOGGER DI AKUN MEDIA SOSIAL TIKTOK @Codeblu. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
his phenomenon is interesting because @Codeblu is known for a critical and outspoken communication style that often sparks controversy, thereby opening opportunities for diverse audience receptions, especially among Generation Z as active TikTok users. The purpose of this study is to analyze how audiences interpret the personal branding built by the food vlogger @Codeblu. This research draws on five previous studies with theoretical frameworks including reception theory, information acceptance and retention theory, and personal branding theory. The methodology of this research employs an interpretive paradigm with a qualitative approach through Stuart Hall’s reception analysis method. The research subjects consisted of seven informants. Data collection techniques were carried out through in-depth interviews and media observation. Data analysis was conducted by examining how audiences interpret the eight concepts of personal branding according to Peter Montoya as reflected in @Codeblu’s content. The findings reveal that audiences positioned themselves in three reception categories. In the dominant-hegemonic position, informants accepted @Codeblu’s personal branding as honest, authentic, and courageous in criticizing the culinary industry. In the negotiated position, audiences appreciated the authenticity of the content but considered the harsh delivery style to spark both pros and cons. Meanwhile, in the oppositional position, some audiences rejected @Codeblu’s branding approach, deeming it harmful to certain parties and excessively controversial. These findings affirm that personal branding on social media is not solely shaped by a creator’s strategy but also through diverse audience interpretations. This study contributes academically to the field of digital communication studies and provides practical benefits for food vloggers and marketers in understanding effective personal branding strategies on platforms such as TikTok. Keywords: Reception, Personal Branding, TikTok, @Codeblu, Food Vlogger Fenomena ini menarik karena @Codeblu dikenal dengan gaya komunikasi yang kritis, blak-blakan, serta kerap menimbulkan kontroversi, sehingga membuka peluang perbedaan resepsi dari audiens yang beragam, khususnya generasi Z sebagai pengguna aktif TikTok. Tujuan menganalisis bagaimana audiens menafsirkan personal branding yang dibangun oleh food vlogger @Codeblu. Penelitian ini menggunakan lima penelitian terdahulu dengan kajian teoritis meliputi teori resepsi, teori penerimaan dan penyimpanan informasi, dan teori personal branding. Metodologi penelitian ini menggunakan paradigma interpretif dengan pendekatan kualitatif melalui metode analisis resepsi dari Stuart Hall. Subjek penelitian berjumlah tujuh informan. Teknik pengumpulan data dikumpulkan melalui wawancara mendalam dan observasi media. Teknik analisis data dilakukan dengan menelaah bagaimana audiens memberikan pemaknaan terhadap delapan konsep personal branding menurut Peter Montoya yang ditampilkan @Codeblu dalam kontennya. Hasil penelitian menunjukkan bahwa audiens memposisikan diri dalam tiga kategori resepsi. Pada posisi hegemonik dominan, informan menerima personal branding @Codeblu sebagai sosok yang jujur, otentik, dan berani mengkritisi industri kuliner. Pada posisi negosiasi, audiens menghargai keaslian konten, namun menilai gaya penyampaian yang keras dapat menimbulkan pro dan kontra. Sedangkan pada posisi oposisi, sebagian audiens menolak cara branding @Codeblu karena dianggap merugikan pihak tertentu dan menimbulkan kontroversi berlebihan. Temuan ini menegaskan bahwa personal branding di media sosial tidak semata mata dibentuk oleh strategi kreator, tetapi juga melalui interpretasi audiens yang beragam. Penelitian ini memberikan kontribusi akademis dalam kajian komunikasi digital, serta manfaat praktis bagi food vlogger dan pemasar untuk memahami strategi personal branding yang efektif di platform seperti TikTok. Kata Kunci: Resepsi, Personal Branding, TikTok, @Codeblu, Food Vlogger
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