PENERIMAAN KHALAYAK TERHADAP KONTEN EDUKASI DI MEDIA SOSIAL: Studi Kasus pada Pengikut Akun Instagram @imbex.series

Isnaeni Fajar Fatkhurahmah, - (2024) PENERIMAAN KHALAYAK TERHADAP KONTEN EDUKASI DI MEDIA SOSIAL: Studi Kasus pada Pengikut Akun Instagram @imbex.series. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Rendahnya respon dan antusiasme audiens terhadap konten edukasi di media sosial menjadi tantangan tersendiri bagi Instagram @imbex.series. Kurangnya minat pada konten tersebut disebabkan oleh berbagai faktor, seperti penyampaian yang kurang menarik dan persaingan dengan konten promosi. Penelitian ini bertujuan untuk mengetahui bagaimana pemaknaan denotatif, konotatif, dan evaluasi konten edukasi di media sosial oleh pengikut Instagram @imbex.series. Untuk menjawab pertanyaan penelitian tersebut, peneliti menggunakan pendekatan kualitatif dengan metode studi kasus. Data penelitian diperoleh dari wawancara dengan pengikut akun Instagram tersebut. Model Analisis Resepsi Multidimensi oleh Carolyn Michelle (2007) menjadi pedoman dalam menganalisis penerimaan khalayak terhadap konten edukasi di media sosial. Hasil penelitian menunjukkan bahwa penerimaan dan pemaknaan konten edukasi di media sosial dipengaruhi faktor internal dan faktor eksternal. Faktor internal meliputi pengetahuan dan pengalaman pribadi. Sedangkan faktor eksternal meliputi terpaan media dan pengaruh orang lain. Secara denotatif, pesan dipersepsikan sebagai cerminan realitas karena sesuai dengan ideologi mereka. Sedangkan secara konotatif, khalayak mampu menemukan pesan dan makna implisit pada konten edukasi. Kemudian, evaluasi sebagai tahap terakhir analisis penerimaan khalayak. Penelitian ini menemukan bahwa pengikut akun Instagram @imbex.series terbagi dalam dua jenis pembaca. Sebagian termasuk pembaca hegemonic dan sebagian lainnya termasuk pembaca contesting. Guna memperdalam kajian penerimaan khalayak, direkomendasikan untuk melakukan penelitian penerimaan khalayak dengan fokus yang berbeda sehingga mendapatkan sudut pandang lain. Konten edukasi pun perlu diperbanyak berupa video aktif dan memanfaatkan fitur suara latar yang populer.

The low audience response and enthusiasm for educational content on social media is a challenge for Instagram @imbex.series. The lack of interest in the content is caused by various factors,including unengaging delivery and competition with promotional content. This research aims to find out how the denotative, connotative, and evaluation meanings of educational content on social media by Instagram @imbex.series followers. Researchers used a qualitative approach with a case study method to answer these research questions. The research data was collected from interviews with Instagram account followers. The Multidimensional Reception Analysis Model by Carolyn Michelle (2007) became a guideline for analyzing audience acceptance of educational content on social media. The results show that the acceptance and meaning of educational content on social media are influenced by internal factors and external factors. Internal factors include knowledge and personal experience. External factors include media exposure and the influence of others. Denotatively, the message is perceived as a reflection of reality because it is in accordance with their ideology. While connotatively, audiences are able to find messages and implicit meanings in educational content. Then, evaluation is the last stage of audience acceptance analysis. This study found that followers of the @imbex.series Instagram account are divided into two types of readers. Some are hegemonic readers, and others are contesting readers. To deepen the study of audience acceptance, it is recommended that audience acceptance research be conducted with a different focus so as to get another point of view. Educational content also needs to be increased in the form of active videos and the use of popular background sound features.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Isnaeni+Fajar+Fatkhurahmah# ID SINTA Dosen Pembimbing: Ahmad Fahrul Muchtar Affandi: 6682543 Tito Edy Priandono: 6146591
Uncontrolled Keywords:	Analisis Resepsi Multidimensi, Instagram, Konten Edukasi, Media Sosial, Penerimaan Khalayak Audience Reception, Educational Content, Instagram, Multidimensional Reception Analysis, Social Media
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User:	Isnaeni Fajar Fatkhurahmah
Date Deposited:	13 Jan 2025 04:07
Last Modified:	13 Jan 2025 04:07
URI:	http://repository.upi.edu/id/eprint/129483

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