FAJR, DIVA ANJANI AL (2025) ANALISIS RESEPSI GEN Z TERHADAP CITRA "GEMOY" PRABOWO SUBIANTO DI AKUN TIKTOK PARTAI @PARTAIGERINDRA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Great Indonesia Movement Party (Gerindra) is utilizing the TikTok account @partaigerindra to shape the political image of Prabowo Subianto, known as "Gemoy," among the younger generation. This study aims to determine how Gen Z perceives the "Gemoy" image of Prabowo Subianto on the party's TikTok account @partaigerindra. This research approach uses a qualitative method with a constructivist paradigm. The method used is reception analysis based on Stuart Hall's theory, which emphasizes how audiences interpret messages through the processes of encoding and decoding. This theory identifies three reception positions: dominant, negotiating, and oppositional. This study involved in-depth interviews with ten informants. Data validity techniques used were source triangulation and theory triangulation. The results indicate that the majority of Gen Z members are in the negotiating position, critically interpreting messages because the content of the "Gemoy" image is considered to lack political substance, particularly regarding vision, mission, and work programs. Some hold a dominant position, accepting the image of "Gemoy" as relaxed and relatable to the younger generation, while others hold an opposing position, viewing the content as more focused on entertainment and image-building. This suggests that the image of "Gemoy" is effective in building rapport with Gen Z, although reception of the message varies depending on individual experiences and critical thinking. Keywords: Political Image, Reception Analysis, TikTok, Gerindra Party's, Prabowo Subianto Partai Gerakan Indonesia Raya (Gerindra) memanfaatkan akun TikTok @partaigerindra untuk membentuk citra politik Prabowo Subianto, yang dikenal dengan sebutan “Gemoy”, di kalangan generasi muda. Penelitian ini bertujuan untuk mengetahui bagaimana resepsi gen z terhadap citra "Gemoy" Prabowo Subianto di akun tiktok partai @partaigerindra. Pendekatan penelitian ini menggunakan metode kualitatif dengan paradigma konstruktivisme. Metode yang dipakai adalah analisis resepsi berdasarkan teori Stuart Hall, yang menekankan bagaimana khalayak memaknai pesan melalui proses encoding dan decoding. Dalam teori ini terdapat tiga posisi penerimaan, yaitu dominan, negosiasi, dan oposisi. Penelitian ini melibatkan wawancara mendalam dengan sepuluh informan. Teknik keabsahan data dalam penelitian ini menggunakan Teknik triangulasi sumber dan triangulasi teori. Hasil penelitian menunjukkan mayoritas Gen Z berada pada posisi negosiasi, menafsirkan pesan secara kritis karena konten citra "Gemoy" dinilai minim substansi politik, khususnya terkait visi, misi, dan program kerja. Sebagian menempati posisi dominan, menerima citra “Gemoy” sebagai sosok santai dan dekat dengan generasi muda, sementara sebagian lain berada pada posisi oposisi, menilai konten lebih berfokus pada hiburan dan pencitraan. Hal ini menunjukkan bahwa citra “Gemoy” efektif membangun kedekatan dengan Gen Z, meski penerimaan pesan tetap bervariasi menurut pengalaman dan kritisisme individu. Kata Kunci : Citra Politik, Analisis Resepsi, TikTok, Partai Gerindra, Prabowo Subianto
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 193 |
| NIM/NIDN Creators: | 44221010037 |
| Uncontrolled Keywords: | Citra Politik, Analisis Resepsi, TikTok, Partai Gerindra, Prabowo Subianto |
| Subjects: | 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.623 Political Organization/Organisasi Politik 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.2 Political Parties/Partai Politik, Parpol 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 20 Oct 2025 02:07 |
| Last Modified: | 20 Oct 2025 02:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/99488 |
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