ANALISIS RESEPSI KHALAYAK TERHADAP PERAN PENYANDANG DISABILITAS TUNARUNGU PADA IKLAN POND’S INDONESIA VERSI “WAJAHMU, KEKUATANMU” DI YOUTUBE

Intania Zahira Hananto, . (2024) ANALISIS RESEPSI KHALAYAK TERHADAP PERAN PENYANDANG DISABILITAS TUNARUNGU PADA IKLAN POND’S INDONESIA VERSI “WAJAHMU, KEKUATANMU” DI YOUTUBE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

POND’S Indonesia Creates an Advertisement Promoting the POND’S Bright Beauty Product by Addressing the Issue of People with Disabilities on its YouTube channel titled "POND’S: Wajahmu, Kekuatanmu". This research aims to examine the audience's interpretation regarding the role of deaf individuals with disabilities in the POND’S Indonesia advertisement through Stuart Hall's reception study. The research employs Stuart Hall's reception analysis method using primary and secondary data sources to explore how the audience interprets and understands the role of people with disabilities in the POND’S Indonesia advertisement version "Wajahmu, Kekuatanmu". This qualitative research adopts the reception methodology involving the collection, analysis, and interpretation of reception data. The sampling technique used is non-probability purposive sampling. The data validity technique employed in this research is data triangulation. The respondents can be categorized into three positions of Stuart Hall's interpretation: dominant hegemonic position, negotiated position, and oppositional position. The results of this research indicate that out of 5 informants, 3 informants were in the dominant hegemonic position, and 2 informants found to be in the negotiated position. Differences in interpretation conveyed by informants are influenced by varying backgrounds such as education, experience, and the level of knowledge of the informants regarding people with disabilities. Keywords: Reception Analysis, people with disabilities, advertisement, audience

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411172] [Pembimbing: Uljanatunnisa] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Windhi Tia Saputra]
Uncontrolled Keywords: Reception Analysis, people with disabilities, advertisement, audience
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Intania Zahira Hananto
Date Deposited: 17 Feb 2024 16:18
Last Modified: 19 Feb 2024 03:00
URI: http://repository.upnvj.ac.id/id/eprint/29453

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