Tasya Intan Ardhita, . (2025) ANALISIS RESEPSI PEMILIH PEMULA PEMILU 2024 TERHADAP IKLAN KAMPANYE AUDIOVISUAL OKE GAS PRABOWO GIBRAN PALING PAS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines the audiovisual campaign advertisement Oke Gas Prabowo Gibran Paling Pas, disseminated through social media platforms such as YouTube during the 2024 presidential election campaign period. The researcher focuses on the interpretation of first-time voters regarding the content and messages conveyed by the advertisement, which was produced by the Prabowo-Gibran National Campaign Team (TKN) in collaboration with Richard Jersey. The study is based on the assumption that the audience, as message recipients, is not passive (Hall, 1980); first-time voters are capable of actively interpreting media messages. Therefore, this research advances the analysis of the reception of first-time voters toward political campaign advertisements. The study aims to describe how the audience, particularly first-time voters in the 2024 election, receives and interprets the Oke Gas Prabowo Gibran Paling Pas advertisement, falling into one of three message reception positions: dominant-hegemonic, negotiated, or oppositional. Employing a constructivist paradigm with a qualitative approach, the research uses the encoding-decoding analysis method based on Stuart Hall's audience reception theory to understand how informants interpret the advertisement.The results of this study reveal varied interpretations of the Oke Gas Prabowo Gibran Paling Pas political campaign advertisement among informants. Among the five first-time voter informants, one was categorized as having a dominant-hegemonic reception, three demonstrated a negotiated reception, and one showed an oppositional stance. Differences in interpretation among the informants are attributed to their diverse social and cultural backgrounds, such as knowledge, education, and life experiences. Keywords: Reception Analysis, Audiovisual Campaign Advertisement, First-Time Voters, 2024 Election
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411240] [Pembimbing: Azwar] [Penguji 1: Ahmad Zakki Abdullah] [Penguji 2: Dede Suprayitno] |
| Uncontrolled Keywords: | Reception Analysis, Audiovisual Campaign Advertisement, First-Time Voters, 2024 Election |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| 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: | TASYA INTAN ARDHITA |
| Date Deposited: | 14 Mar 2025 02:41 |
| Last Modified: | 14 Mar 2025 02:41 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35028 |
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