Febriyana, Dianisa (2024) RESEPSI MAHASISWA BANTEN PADA IKLAN LAYANAN MASYARAKAT "GLOWING DENGAN TABLET TAMBAH DARAH” (Analisis Resepsi Model Stuart Hall pada Iklan Layanan Masyarakat Produksi Kementerian Kesehatan Republik Indonesia). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research discusses the reception of the audience for public service advertisements. Reception Research in communication is a rapidly growing field in Indonesia. Based on a search on Google Scholar on July 25, 2023, there are 160 articles about reception analysis, most of which use the Stuart Hall model with mass media or online objects. This study examines the acceptance of Banten students to the public service advertisement "Glowing with Blood Tablets" aired by the Indonesian Ministry of Health on Instagram @ayosehat.kemkes in 2022. The analysis was carried out using Stuart Hall's reception theory, which looked at decoding in the audience. The audience referred to in this study is female students who live in Banten Province. Banten students were chosen because they are relevant to advertising targets and stunting reduction in Banten province. This qualitative research uses the focus group discussion method involving 7 Banten female students. The results of the study show that the audience in receiving the public service advertising message "Glowing with Blood Tablets" as a decoding process. The position of the meaning of the imaginary majority is in a dominant position which is interpreted as agreeing with the advertising message and the benefits of Blood Supplement Tablets. Some are in a negotiating position, accepting some elements of advertising but still being skeptical about some aspects of the message. A small percentage are in opposition, disagreeing with the overall advertising message, criticizing the visualization, message quality, and desired meaning
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Skripsi ini membahas mengenai resepsi khalayak akan iklan layanan masyarakat. Reception Research dalam komunikasi adalah bidang yang berkembang pesat di Indonesia. Berdasarkan penelusuran di Google Scholar pada 25 Juli 2023, terdapat 160 artikel tentang analisis resepsi, sebagian besar menggunakan model Stuart Hall dengan objek media massa atau online. Penelitian ini mengkaji penerimaan mahasiswa Banten terhadap iklan layanan masyarakat "Glowing dengan Tablet Tambah Darah" yang ditayangkan Kemenkes RI di Instagram @ayosehat.kemkes pada tahun 2022. Analisis dilakukan dengan menggunakan teori resepsi Stuart Hall, yang melihat decoding pada khalayak. Khalayak yang dimaksud dalam penelitian ini adalah mahasiswi yang berdomisili di Propinsi Banten. Mahasiswi Banten dipilih karena relevan dengan target iklan dan penurunan stunting di provinsi Banten. Penelitian kualitatif ini menggunakan metode focus group discussion dengan melibatkan 7 mahasiswi Banten. Hasil penelitian menunjukkan khalayak dalam menerima pesan iklan layanan masyarakat "Glowing dengan Tablet Tambah Darah" sebagai proses decoding. Posisi pemaknaan mayoritas khayalak berada pada posisi dominan yang diartikan sebagai setuju dengan pesan iklan dan manfaat Tablet Tambah Darah. Beberapa berada pada posisi negosiasi, menerima beberapa elemen iklan namun masih ragu terhadap beberapa aspek pesan. Sebagian kecil berada pada posisi oposisi, tidak setuju dengan pesan iklan secara keseluruhan, mengkritik visualisasi, kualitas pesan, dan pemaknaan yang diinginkan. | |||||||||
| Uncontrolled Keywords: | Reception Analysis, Student, Public Service Advertisements, Blood Supplement Tablets, Stuart Hall Analisis Resepsi, Mahasiswa, Iklan Layanan Masyarakat, Tablet Tambah Darah, Stuart Hall | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Dianisa Febriyana | |||||||||
| Date Deposited: | 13 Aug 2024 09:57 | |||||||||
| Last Modified: | 13 Aug 2024 09:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39838 |
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