ANALISIS RESEPSI KONTEN VIRAL MAKE OVER DI TIKTOK @RUCAS.OFFICIAL

Gladys Octoberta Pratama, . (2025) ANALISIS RESEPSI KONTEN VIRAL MAKE OVER DI TIKTOK @RUCAS.OFFICIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to gain an understanding of audience reception and how they interpret the viral make-over content on the TikTok account @rucas.official. The method used is a descriptive qualitative approach with a case study method, utilizing Stuart Hall's reception theory. Data were collected through interviews with three informants selected based on specific criteria and through observation. The results of the study show that, in general, the informants perceive the content as a marketing strategy containing positive elements, emphasizing social themes and helping those in need. Based on Stuart Hall's Encoding-Decoding process, two of the three informants were categorized in the dominant position, indicating alignment between the media messages conveyed by Rucas and the audience's interpretation of the content. Meanwhile, one informant fell into the negotiated position, where the informant agreed with the media message of the make-over content on TikTok @rucas.official but also modified it with alternative meanings influenced by their personal views. No informants were found in the oppositional position in this study. Keywords: Reception Theory, Viral Content, Viral Marketing, TikTok

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411050] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Reception Theory, Viral Content, Viral Marketing, TikTok
Subjects: A General Works > AC Collections. Series. Collected works
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: GLADYS OCTOBERTA PRATAMA
Date Deposited: 04 Mar 2025 04:11
Last Modified: 04 Mar 2025 04:11
URI: http://repository.upnvj.ac.id/id/eprint/36000

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