ARELIA, AZZAHRA PUTRI (2024) ANALISIS RESEPSI PENONTON PADA GAYA KOMUNIKASI STORYTELLING NADIA OMARA MELALUI VIDEO DI KANAL YOUTUBE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The messages or information conveyed through communication media such as YouTube are becoming increasingly diverse and complex. In this context, the message is not just information but also a representation of Nadia Omara's communication style. The aim of this research is to understand and analyze the audience's reception of Nadia Omara's storytelling communication style in the content titled 'Baju Merah'. This research uses the Constructivism Paradigm. The research method involves Stuart Hall's Reception Analysis in understanding media texts, as well as the Encoding/Decoding Theory. Data collection techniques use Focus Group Discussion (FGD) involving sixteen participants. The results of this study show that Nadia Omara's storytelling style in the 'Baju Merah' content is well received by the audience. In the Dominant Reception of the audience, with ten participants, they appreciate Nadia's way of packaging the story expressively and in detail, as well as her ability to maintain storytelling clarity without being boring. The use of a distinctive accent and the familiar address 'Wawak' is considered successful in building personal closeness between Nadia and her audience. However, there is also Negotiated Reception where three participants agree with Nadia's content but have some dislikes such as the speed of her speech and excessive jumpscares and frightening sounds, suggesting a reduction of these elements for more comfortable viewing. Then, in the Oppositional Reception, three participants stated that sometimes Nadia's speed of storytelling or dramatization felt excessive, diminishing their enjoyment of the content. Despite this, the majority of participants still felt connected and engaged with the story conveyed. Keywords: Storytelling, YouTube, Nadia Omara, Reception Analysis Pesan atau informasi yang disampaikan melalui media komunikasi seperti YouTube menjadi semakin beragam dan kompleks. Pesan dalam konteks ini tidak hanya sekadar informasi, tetapi juga representasi dari gaya komunikasi Nadia Omara. Tujuan penelitian ini adalah tujuan penelitian untuk mengetahui dan menganalisis resepsi penonton terhadap gaya komunikasi storytelling Nadia Omara pada konten berjudul “Baju Merah”. Penelitian ini menggunakan Paradigma Konstruktivisme. Metode penelitian Analisis Resepsi Stuart Hall dalam memahami teks media, serta dengan Teori Encoding/Decoding. Teknik pengumpulan data dengan menggunakan Focus Group Discussion (FGD) dengan melibatkan enam belas partisipan. Hasil penelitian ini menunjukkan bahwa gaya storytelling Nadia Omara dalam konten “Baju Merah” dapat diterima dengan baik oleh penontonnya, dalam penerimaan Dominan khalayak dengan sepuluh partisipan, mereka mengapresiasi cara Nadia mengemas cerita dengan ekspresif dan detail, serta kemampuannya menjaga kejelasan storytelling tanpa membosankan. Penggunaan logat khas dan panggilan akrab yaitu “Wawak” dinilai berhasil dalam membangun kedekatan personal antara Nadia dengan penontonnya. Namun, terdapat juga penerimaan Negosiasi khalayak di mana tiga partisipan, mereka menyetujui konten Nadia, akan tetapi ada beberapa hal yang mereka kurang sukai yaitu kecepatan bicaranya serta jumpscare dan suara menakutkan yang berlebihan karena hal tersebut mereka menyarankan untuk menguranginya agar penonton lebih nyaman menonton. Lalu dalam penerimaan Oposisi khalayak tiga partisipan mengatakan bahwa terkadang kecepatan penyampaian cerita atau dramatisasi Nadia terasa berlebihan mengurangi kesenangan mereka dalam menikmati konten tersebut. Meskipun demikian, mayoritas partisipan tetap merasa terhubung dan terlibat dalam cerita yang disampaikannya. Kata kunci: Storytelling, YouTube, Nadia Omara, Analisis Resepsi
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