PERGESERAN MAKNA NILAI PEREMPUAN FOLLOWERS GENERASI [email protected] PADA KONTEN EDUKASI SEKS DI INSTAGRAM

WIBOWO, NUR ISMA UTAMI (2022) PERGESERAN MAKNA NILAI PEREMPUAN FOLLOWERS GENERASI [email protected] PADA KONTEN EDUKASI SEKS DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the difficulty of implementing sex education in Indonesia because it is often considered taboo and vulgar, then the emergence of sex education content in new media, especially the @novilda.id Instagram account which causes various interpretations for followers. This study aims to determine the interpretation of followers and to see the differences in meaning between male and female followers of sex education content on the @novilda.id Instagram account. This study uses the Reception Analysis Theory by Stuart Hall with a qualitative approach and a constructivist paradigm which is then used to analyze how the public's acceptance of messages from the media can be classified into three positions, namely the position of Dominant Hegemony, the position of Negotiation, and the position of the Opposition. The data collection technique used in-depth interviews with seven female and male informants who were followers of @novilda.id and understood the issue of sex education. Based on the results of this study, it was concluded that the informants had different understandings. The majority of informants who are in the position of Dominant Hegemony are women who are supported by the background of the informants. In the Negotiation position, there is one male informant who agrees with the concept of sex education but does not agree if it is disseminated freely without age restrictions. Meanwhile, the position of the Opposition was occupied by male informants because they considered that the contents were not preventive measures. Keywords:Sex Education, Interpretation, Reception Analysis, Instagram, Woman Penelitian ini dilatarbelakangi oleh sulitnya penerapan edukasi seks di Indonesia karena kerap kali dianggap tabu dan vulgar, lalu kemunculan kontenkonten edukasi seks di media baru khususnya akun instagram @novilda.id yang menimbulkan beragam interpretasi pada followers. Penelitian ini bertujuan untuk mengetahui interpretasi followers serta untuk melihat perbedaan pemaknaan di antara followers yang berjenis kelamin laki-laki dan perempuan terhadap konten edukasi seks pada akun instagram @novilda.id. Penelitian ini menggunakan Teori Analisis Resepsi oleh Stuart Hall dengan pendekatan kualitatif dan paradigma konstruktivis yang kemudian digunakan untuk menganalisis bagaimana penerimaan masyarakat terhadap pesan dari media sehingga dapat diklasifikasikan menjadi tiga posisi yaitu posisi Hegemoni Dominan, posisi Negosiasi, dan posisi Oposisi. Teknik pengumpulan data menggunakan wawancara mendalam terhadap tujuh informan perempuan dan laki-laki yang merupakan followers @novilda.id serta memahami isu edukasi seks. Berdasarkan hasil penelitian ini disimpulkan bahwa para informan memiliki pemahaman yang berbeda-beda. Mayoritas informan yang berada pada posisi Hegemoni Dominan merupakan perempuan yang didukung oleh latar belakang para informan. Pada posisi Negosiasi terdapat satu informan laki-laki yang menyetujui konsep edukasi seks namum kurang setuju jika disebarluaskan secara bebas tanpa batasan usia. Sedangkan pada posisi Oposisi ditempati oleh informan laki-laki karena menilai konten-konten tersebut bukanlah tindakan preventif. Kata Kunci: Edukasi Seks, Interpretasi, Analisis Resepsi, Instagram, Perempuan

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