NIRWASITA, TARISSA NITYA (2025) ANALISIS RESEPSI KHALAYAK TERKAIT KONTEN FASHION "CLEAN LOOK" DI INSTAGRAM @SASHFIR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media, particularly Instagram, has given rise to new fashion trends widely adopted by young audiences, one of which is the clean look style popularized by @sashfirr. This style emphasizes simplicity, neutral tones, and an elegant appearance that aligns with a minimalist lifestyle. This phenomenon is compelling to study because individuals interpret fashion content differently based on their backgrounds, experiences, and personal values. Therefore, this research focuses on analyzing how audiences interpret clean look fashion content on @sashfirr’s Instagram account. The aim of this study is to identify the forms of audience reception toward the content using Stuart Hall’s Reception Theory. The theoretical framework used includes fashion content studies as referenced by Iahn & Nascimento (2012), examining informants’ interpretations through three main aspects: visual creation, personal experience, and the aesthetic and cultural values embedded in clean look content. Stuart Hall’s Encoding– Decoding model serves as the primary analytical foundation. The encoding and decoding processes are essential stages in the production and reproduction of meaning, viewed through both media and audience perspectives (Azizah N., 2022). This study uses a constructivist paradigm and a qualitative approach with the reception analysis method. Reception analysis is based on three reading positions: dominant, negotiating, and oppositional. The research subjects consisted of six young female informants who were active Instagram users and followers of the @sashfirr account. Data were collected through in-depth interviews, in the period December 2024–February 2025, and documentation. Data analysis was carried out through data reduction and drawing conclusions by checking validity using source triangulation. The findings indicate that informants occupy the dominant position, fully accepting the visual messages and aesthetic values of the clean look style as presented by @sashfirr. Others are in the negotiated position, appreciating the style while adapting it to their personal preferences and circumstances. Meanwhile, some informants fall into the oppositional position, rejecting certain elements of the style because they do not align with their individual character. Keywords: Audience Reception, Encoding–Decoding, Fashion Content, Instagram, Influencer, Active Audience. Perkembangan media sosial, terutama Instagram, memunculkan tren clean look yang dipopulerkan @sashfirr. Gaya ini menonjolkan kesederhanaan, warna netral, dan kesan elegan khas gaya hidup minimalis. Fenomena ini menarik diteliti karena setiap individu dapat memaknai konten fashion secara berbeda sesuai latar belakang dan pengalaman mereka.Oleh karena itu, fokus penelitian ini adalah menganalisis bagaimana khalayak memaknai konten fashion clean look pada akun Instagram @sashfirr. Tujuan penelitian ini adalah untuk mengetahui bentuk resepsi khalayak terhadap konten tersebut melalui pendekatan teori resepsi Stuart Hall. Kajian teoritis yang digunakan meliputi konten fashion Dikutip dari Iahn & Nascımento (2012) penelitian ini menelaah interpretasi informan terhadap tiga aspek utama, yaitu kreasi visual, pengalaman pribadi, dan nilai estetika serta budaya dalam konten clean look., serta Encoding–Decoding oleh Stuart Hall sebagai dasar utama analisis resepsi. Proses encoding dan decoding merupakan tahapan penting dalam proses produksi serta reproduksi teks dengan cara melihat tahapan bentuk makna yang dapat dilihat melalui sisi media dan khalayaknya (Azizah N, 2022). Penelitian ini menggunakan paradigma kontruktivis, dan menggunakan pendekatan kualitatif dengan metode analisis resepsi. analisis resepsi berada pada tiga posisi pembacaan: dominan, negosiasi, dan oposisi, Subjek penelitian terdiri dari enam informan perempuan muda yang merupakan pengguna aktif Instagram dan pengikut akun @sashfirr. Data dikumpulkan melalui wawancara mendalam pada periode Desember 2024–Februari 2025, serta dokumentasi. Analisis data dilakukan melalui reduksi data, dan penarikan kesimpulan dengan pemeriksaan keabsahan menggunakan triangulasi sumber. Hasil penelitian menunjukkan mayoritas informan berada pada posisi dominant, menerima pesan visual dan nilai estetika clean look sebagaimana dikonstruksi oleh @sashfirr. Sebagian lain berada pada posisi negotiated, menyukai gaya tersebut namun menyesuaikannya dengan kebutuhan pribadi. Terdapat pula informan yang berada pada posisi oppositional, menolak sebagian elemen gaya karena tidak sesuai dengan karakter mereka. Kata Kunci: Resepsi Khalayak, Encoding-Decoding, Konten Fashion, Instagram, Influencer, Khalayak Aktif
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44522010024 |
| Uncontrolled Keywords: | Resepsi Khalayak, Encoding-Decoding, Konten Fashion, Instagram, Influencer, Khalayak Aktif |
| 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 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | khalimah |
| Date Deposited: | 04 Feb 2026 02:50 |
| Last Modified: | 04 Feb 2026 02:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100828 |
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