Parsi, Yulianda (2025) PENERIMAAN KHALAYAK DALAM KOMUNIKASI KRISIS CI MEHONG PADA KONTEN ‘NYOBAIN BIKA AMBON CI MEHONG! NEMU LALAT/KUTU GA?’ DI YOUTUBE @MELANEYRICARDO. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini dilakukan karena kasus Bika Ambon Ci Mehong viral dan ramai diperbincangkan di media sosial dan media online pada Februari 2025. Tujuan penelitian adalah untuk mengetahui bagaimana penerimaan khalayak terhadap komunikasi krisis Ci Mehong dalam konten “Nyobain Bika Ambon Ci Mehong! Nemu Lalat/Kutu Ga?” melalui tiga posisi resepsi Stuart Hall. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivis. Data diperoleh melalui wawancara mendalam dengan enam praktisi PR atau pekerja komunikasi yang mengetahui permasalahan tersebut dan telah menonton video klarifikasi Ci Mehong di Youtube @melaneyricardo, serta didukung observasi video, komentar penonton, dan literatur pendukung. Hasil penelitian menunjukkan bahwa klarifikasi Ci Mehong ini menyentuh hati dan diterima bahwa isu bika ambon dipicu oleh food vlogger yang memiliki kepentingan dan proses pembuatan yang higenis sehingga binatang tersebut kemungkinan karena faktor luar, bukan kelalaian perusahaan. Hal ini bisa dikategorikan ke Dominant-Hegemonic Code. Pendapat lain terkait penerimaan klarifikasi adalah mereka memahami klarifikasi sebagai bentuk mempertahankan reputasi, tetapi tetap mengkritisi kurangnya bukti seperti transparansi proses produksi, SOP, sertifikasi pendukung, dan nilai sosial budaya Indonesia yang menekankan sopan santun dan memiliki keraguan terhadap kebersihan produk Ci Mehong yang dikategorikan ke Negotiated Code. Kemudian ada pula penerimaan khalayak tidak menerima narasi bahwa temuan binatang berasal dari faktor luar selama tidak ada bukti yang jelas, dan justru memaknai masalah tersebut sebagai kelalaian internal. Klarifikasi tidak menyentuh hati publik dan sikap perusahaan yang dianggap tidak terbuka terhadap kritik. This research was conducted because the Ci Mehong Ambon cake case went viral and was widely discussed on social media and online media in February 2025. The purpose of this study was to determine how the audience received Ci Mehong's crisis communication in the content @melaneyricardo1 “Nyobain Bika Ambon Ci Mehong! Nemu Lalat/Kutu Ga?” on through Stuart Hall's three reception positions. The research method used a descriptive qualitative approach with a constructivist paradigm. Data were obtained through in-depth interviews with six PR practitioners or communication workers who were familiar with the issue and had watched Ci Mehong's clarification video on YouTube @melaneyricardo, supported by video observation, audience comments, and supporting literature. The results of the study show that Ci Mehong's clarification touched their hearts and they accepted that the bika ambon issue was triggered by food vloggers who had vested interests and that the manufacturing process was hygienic, so the insects were due to external factors, not company negligence. This can be categorized as the Dominant-Hegemonic Code. Another opinion regarding the acceptance of the clarification is that they understand the clarification as a form of defending reputation, but still criticize the lack of evidence such as transparency in the production process, SOPs, supporting certifications, and Indonesian socio-cultural values that emphasize politeness and have doubts about the cleanliness of Ci Mehong's products, which can be categorized as Negotiated Code. Then there is also public acceptance that does not accept the narrative that the animal findings came from external factors as long as there is no clear evidence, and instead interprets the problem as internal negligence. The clarification did not touch the public's hearts and the company's attitude was considered not open to criticism.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010081 |
| Uncontrolled Keywords: | resepsi audiens, encoding-decoding, Ci Mehong, YouTube audience reception , encoding-decoding, Ci Mehong, YouTube. |
| 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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 02 Jan 2026 02:21 |
| Last Modified: | 02 Jan 2026 02:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100460 |
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