IDEOLOGI DI SEBALIK PESAN SOSIAL DALAM VIDEO YOUTUBE REWIND INDONESIA 2020

Mufidah, Fildzah Hani (2022) IDEOLOGI DI SEBALIK PESAN SOSIAL DALAM VIDEO YOUTUBE REWIND INDONESIA 2020. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

YouTube kini menjadi platform dimana beberapa individu memanfaatkan YouTube sebagai sarana untuk berkarya. Salah satunya video YouTube Rewind Indonesia 2020. Tahun 2020 mayoritas individu memaknainya sebagai tahun yang suram, sedih dan banyak musibah yang terjadi, dikemas dalam video YouTube Rewind Indonesia 2020 untuk dimaknai dari sisi yang berbeda, Masyarakat diajak untuk bisa tetap berkarya, bangkit, dan optimis. Maka itu, peneliti tertarik untuk mendalami representasi makna pesan sosial yang terkandung dalam video YouTube Rewind Indonesia 2020. Penelitian ini menggunakan teori semiotika John Fiske, Codes of Television yang terbagi menjadi 3 level yaitu, level realitas, level representasi, dan level ideologi. Codes of television juga dapat digunakan untuk menguak ideologi dalam tanda. Penelitian ini menggunakan paradigma kritis dengan metode penelitian semiotika. Jenis penelitian interpretif dengan pendekatan kualitatif. Unit penelitian pada penelitian ini adalah 11 scene dari total 22 scene Video YouTube Rewind Indonesia 2020 yang berdurasi 14 menit 21 detik. Hasil dari penelitian ini, saat berada di tahun yang dirasa sangat berat, dengan segala ketidakpastian dan keterbatasan. video tersebut mempersuasi dan mengubah cara pandang masyarakat untuk bisa tetap berkarya, saling tolong menolong, bangkit, optimis, tidak saling menyalahkan, membangun empati, serta menyikapi semua yang telah terjadi dengan positif. Namun, di sebalik pesan yang ada tanpa disadari terdapat sebuah ideologi resisten. Setelah dianalisis lebih dalam, video tersebut mengeskploitasi rasa sedih dan penonton sebagai ‘pekerja’. Dimana jumlah viewers, likes, komen, dan subscriber menjadi awal dari komodifikasi dan monetasi yang berujung pada sebuah profit taking. Terlepas dari pembuatan video para kreator berniat tulus tanpa imbalan, namun bagi setia kreator yang terlibat, efek dari trending-nya video tersebut membuahkan kerjasama, iklan, dan endorsement. Kata kunci: Pesan Sosial, YouToube Rewind Indonesia 2020, Semiotika John Fiske, Komodifikasi, Ideologi. YouTube is now a platform where some individuals use YouTube as a means to work. One of them is YouTube video Rewind Indonesia 2020. In 2020 the majority of individuals interpret it as a bleak, sad year and many disasters that occur, packaged in YouTube video Rewind Indonesia 2020 to be interpreted from different sides, people are invited to be able to keep working, rise, and optimistic. Therefore, researchers are interested in exploring the representation of the meaning of social messages contained in the YouTube video Rewind Indonesia 2020. This research uses John Fiske's semiotics theory, Codes of Television which is divided into 3 levels, namely, reality level, representation level, and ideological level. Codes of television can also be used to uncover ideology in the sign. This research uses critical paradigms with semiotics research methods. This type of research is interpretif with a qualitative approach. The research unit in this study is 11 scenes out of a total of 22 scenes of YouTube Video Rewind Indonesia 2020 which is 14 minutes 21 seconds long. The results of this study, when in a year that feels very heavy, with all uncertainties and limitations. The video persuasions and changes the way people can keep working, help each other, rise up, be optimistic, not blame each other, build empathy, and respond to everything that has happened positively. However, behind the message that exists without realizing it there is a resistant ideology. After further analysis, the video exploits the sense of sadness and the audience as 'workers'. Where the number of viewers, likes, comments, and subscribers becomes the beginning of commodification and monetization that leads to profit taking. Regardless of the creation of the video creators intend sincerely without reward, but for the loyal creators involved, the effect of trending the video results in cooperation, advertising, and endorsements. Keywords: Meaning, Social Message, YouToube Rewind Indonesia 2020, Semiotics John Fiske, Ideology.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44219120045
Uncontrolled Keywords: Meaning, Social Message, YouToube Rewind Indonesia 2020, Semiotics John Fiske, Ideology, Pesan Sosial, YouToube Rewind Indonesia 2020, Semiotika John Fiske, Komodifikasi, Ideologi.
Subjects: 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: Maulana Arif Hidayat
Date Deposited: 21 Mar 2022 07:28
Last Modified: 21 Mar 2022 07:28
URI: http://repository.mercubuana.ac.id/id/eprint/58475

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