Opal Putri Mulyono, . (2024) ANALISIS KUALITATIF RESEPSI KHALAYAK MILENIAL PADA KONTEN LITERASI KEUANGAN (Studi pada Followers Milenial Akun Instagram @jonathanend). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Millennials who are the cause of bad credit in online loans due to low financial literacy in millennials, this is because millennials are easily influenced by influencers and social media because millennials grow and develop along with technological developments. One of the social media that is widely used by millennials is Instagram and Jonathan End is one of the influencers who creates educational content related to financial literacy who often interacts and discusses with his followers. This study aims to examine the reception of millennial audiences in interpreting financial literacy educational content and influencer Jonathan End who shares financial literacy educational content on Instagram. The theory in this research is Stuart Hall's Interpretation Theory, because the theory explains the type of audience in interpreting and constructing messages conveyed through a medium, using descriptive qualitative methods and reception analysis by collecting data through observation and in-depth interviews. The results of this study are that one informant is in a dominant position, three informants are in a negotiation position and one informant is in an oppositional position. This is due to differences in knowledge and experience as well as the culture that has been passed down regarding finance since childhood.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1710411197] [Pembimbing: Garcia Krisnando Nathanael] [Penguji 1: Ana Kuswanti] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Analysis of reception, meaning, audience, millennials, financial literacy, and social media. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | OPAL PUTRI MULYONO |
| Date Deposited: | 03 Oct 2024 10:12 |
| Last Modified: | 04 Oct 2024 02:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33433 |
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