BAIHAQI, MUHAMMAD AKMAL (2026) RESEPSI KHALAYAK TERHADAP KONTEN EDUKASI OTOMOTIF DI CHANNEL YOUTUBE MOTOMOBI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Perkembangan teknologi digital telah melahirkan media baru yang mengubah cara masyarakat memproduksi, mendistribusikan, dan mengonsumsi informasi. Salah satu bentuk media baru yang berpengaruh adalah YouTube, yang memungkinkan pengguna mengakses berbagai konten audiovisual, termasuk konten edukasi otomotif. Penelitian ini bertujuan untuk menganalisis resepsi khalayak terhadap konten edukasi otomotif di channel YouTube Motomobi berdasarkan tiga posisi pemaknaan Stuart Hall, yaitu dominant hegemonic position, negotiated position, dan oppositional position. Penelitian ini berlandaskan pada teori resepsi serta model encoding decoding Stuart Hall, yang menjelaskan bahwa makna pesan media tidak selalu diterima secara utuh oleh khalayak, melainkan ditafsirkan berdasarkan pengalaman, latar belakang, dan perspektif masing-masing individu. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis resepsi Stuart Hall yang menempatkan khalayak sebagai individu aktif dalam memaknai pesan media. Informan dipilih secara purposive dengan kriteria sebagai penonton aktif channel YouTube Motomobi dan memiliki ketertarikan terhadap konten otomotif. Latar belakang informan dalam penelitian ini beragam, meliputi perbedaan usia, pekerjaan, tingkat pendidikan, serta pengalaman dalam dunia otomotif, sehingga diharapkan dapat merepresentasikan sudut pandang khalayak yang beragam dalam memaknai konten Motomobi. Teknik pengumpulan data dilakukan melalui Focus Group Discussion (FGD) sebagai data primer, serta observasi dan dokumentasi sebagai data sekunder. FGD dilakukan untuk menggali pemaknaan khalayak secara mendalam melalui diskusi kelompok yang interaktif. Hasil penelitian menunjukkan bahwa sebagian besar informan berada pada posisi dominant hegemonic, yang berarti mereka menerima dan memaknai konten Motomobi sesuai dengan maksud pembuat pesan. Informan menilai konten tersebut informatif, jelas, dan bermanfaat sebagai referensi otomotif. Namun demikian, terdapat pula informan yang berada pada posisi negotiated, yang menerima konten secara umum tetapi memberikan kritik terkait durasi video, kesesuaian visual dengan narasi, serta keterbaruan informasi. Tidak ditemukan informan dalam posisi oppositional, yang menunjukkan bahwa tidak terdapat penolakan terhadap makna dominan yang dibangun oleh Motomobi. Kata kunci: resepsi khalayak, YouTube, Motomobi, otomotif. The rapid development of digital technology has given rise to new media that has transformed the way people produce, distribute, and consume information. One influential form of new media is YouTube, which allows users to access various audiovisual content, including automotive educational content. This study aims to analyze audience reception of automotive educational content on the Motomobi YouTube channel based on Stuart Hall’s three decoding positions: dominant hegemonic position, negotiated position, and oppositional position. This research is grounded in reception theory and Stuart Hall’s encoding–decoding model, which explains that media messages are not always fully accepted by audiences but are interpreted based on individual experiences, backgrounds, and perspectives. This study employs a qualitative approach using Stuart Hall’s reception analysis method, which positions audiences as active subjects in interpreting media messages. Informants were selected using purposive sampling with criteria including being active viewers of the Motomobi YouTube channel and having an interest in automotive-related content. The informants came from diverse backgrounds, including differences in age, occupation, educational level, and experience with automotive topics. This diversity was intended to capture a range of audience perspectives and interpretations of Motomobi’s content. Data collection techniques consisted of Focus Group Discussions (FGD) as primary data, as well as observation and documentation as secondary data. The FGD was conducted to explore audience interpretations of Motomobi’s content in a focused and in-depth group discussion setting. The findings indicate that most informants were positioned within the dominant hegemonic category, meaning they accepted and interpreted Motomobi’s content in accordance with the intended meaning of the content creator. Informants perceived the content as informative, clear, and useful as an automotive reference. However, some informants occupied the negotiated position, generally accepting the content while offering critical feedback regarding video duration, the alignment between visuals and narration, and the timeliness of information. No informants were found in the oppositional position, indicating an absence of rejection toward the dominant meaning constructed by Motomobi. Keywords: audience reception, Youtube, Motomobi, automotive.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44122010108 |
| Uncontrolled Keywords: | resepsi khalayak, YouTube, Motomobi, otomotif |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.3 Social Interactions within Groups/Interaksi Sosial dalam Kelompok |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 03:49 |
| Last Modified: | 02 Apr 2026 03:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101361 |
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