RESEPSI GENERASI Z TERHADAP CITRA POLITIK PRABOWO PADA AKUN YOUTUBE NAJWA SHIHAB DALAM EPISODE "PRABOWO SUBIANTO BICARA GAGASAN" DI NARASI TV

AMALIA, DEVIYA NUR (2025) RESEPSI GENERASI Z TERHADAP CITRA POLITIK PRABOWO PADA AKUN YOUTUBE NAJWA SHIHAB DALAM EPISODE "PRABOWO SUBIANTO BICARA GAGASAN" DI NARASI TV. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine Generation Z's reception of Prabowo Subianto's political image in the YouTube content of the Mata Najwa program on Narasi TV. The current political phenomenon demonstrates how presidential candidates utilize social media to build a positive political image in the public eye, particularly among the younger generation, who dominate the voter base in the 2024 election. Prabowo Subianto, through his more humanistic and relaxed appearance on Mata Najwa, successfully captured the public's attention with a different image than before. This change in style is interesting to study because it reveals a political strategy. This study uses a qualitative approach with reception analysis methods to understand how Generation Z interprets Prabowo Subianto's political image. Data were collected through in-depth interviews with participants who watched the episode. The results indicate three hegemonic positions in audience reception: dominance, negotiation, and opposition. Generation Z tends to evaluate Prabowo critically but remains open to changes in his portrayal. This research contributes to the development of political communication studies, particularly in understanding the role of social media and the younger generation in shaping public opinion towards political figures. Keywords: Reception, Generation Z, Political Image, Prabowo Subianto, Mata Najwa, Social Media Penelitian ini bertujuan untuk mengetahui resepsi Generasi Z terhadap citra politik Prabowo Subianto dalam konten YouTube program Mata Najwa di akun Narasi TV. Fenomena politik saat ini menunjukkan bagaimana para calon presiden memanfaatkan media sosial untuk membangun citra politik yang positif. Prabowo Subianto, melalui penampilannya yang lebih humanis dan santai di Mata Najwa, berhasil menarik perhatian publik dengan citra yang berbeda dari sebelumnya. Perubahan gaya ini menjadi menarik untuk diteliti karena memperlihatkan strategi politik. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis resepsi untuk memahami bagaimana generasi Z menafsirkan citra politik Prabowo Subianto. Data dikumpulkan melalui wawancara mendalam dengan partisipan yang merupakan penonton episode tersebut. Hasil penelitian menunjukkan adanya tiga posisi hegemoni dalam resepsi khalayak, yaitu dominan, negosiasi, dan oposisi. Generasi Z cenderung menilai Prabowo secara kritis namun tetap terbuka terhadap perubahan citra yang ditampilkannya. Penelitian ini memberikan kontribusi pada pengembangan kajian komunikasi politik, khususnya dalam memahami peran media sosial dan generasi muda dalam membentuk opini publik terhadap figur politik. Kata Kunci: Resepsi, Generasi Z, Citra Politik, Prabowo Subianto, Mata Najwa, Media Sosial

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 204
NIM/NIDN Creators:	44218110121
Uncontrolled Keywords:	Resepsi, Generasi Z, Citra Politik, Prabowo Subianto, Mata Najwa, Media Sosial
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	25 Oct 2025 03:48
Last Modified:	25 Oct 2025 03:48
URI:	http://repository.mercubuana.ac.id/id/eprint/99784

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