INTERPRETASI TUBUH IDEAL DALAM IKLAN FEMMY FYBER #BESTIEBAKTERIBAIK DITA KARANG X DITA KERANG (Analisis Resepsi Stuart Hall pada Khalayak Perempuan Gen Z)

Shepi Nuriansyah, . (2025) INTERPRETASI TUBUH IDEAL DALAM IKLAN FEMMY FYBER #BESTIEBAKTERIBAIK DITA KARANG X DITA KERANG (Analisis Resepsi Stuart Hall pada Khalayak Perempuan Gen Z). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (181kB)
[img] Text
AWAL.pdf
Download (735kB)
[img] Text
BAB I.pdf
Restricted to Repository UPNVJ Only
Download (588kB)
[img] Text
BAB II.pdf
Restricted to Repository UPNVJ Only
Download (486kB)
[img] Text
BAB III.pdf
Restricted to Repository UPNVJ Only
Download (533kB)
[img] Text
BAB IV.pdf
Restricted to Repository UPNVJ Only
Download (854kB)
[img] Text
BAB V.pdf
Download (238kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (272kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (126kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (20MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (437kB)

Abstract

This qualitative research examines Femmy Fyber's audiovisual beauty advertisement, broadcast via YouTube in 2024. The study focuses on the meaning-making processes of Generation Z women regarding the persuasive messages delivered by Femmy Fyber as the message producer. The advertisement contains a discourse on achieving an ideal body through fiber drinks, promoted using celebrity endorsers Dita Karang and Dita Kerang. This research assumes the existence of both supportive and opposing audience responses to the advertisement. A reception analysis was conducted, applying the constructivism paradigm and adopting Stuart Hall's encoding-decoding model, to understand how informants receive and interpret the advertisement. Reception data among Generation Z women were collected through in-depth interviews, documentation and observation. The findings indicate a diversity of interpretations (polysemy) of the messages within the Femmy Fyber #BestieBakteriBaik advertisement. This study found that the Femmy Fyber advertisement is distinctive for its use of celebrity gimmicks. Nonetheless, it has been criticized for presenting unrealistic weight-loss solutions and promoting a narrow and non-inclusive ideal of the female body. Of the five informants, one adopted a dominant-hegemonic position, two adopted a negotiated position, and the remaining two adopted an oppositional position. It was found that each informant's specific socio-cultural background influenced these varied interpretations of the advertisement's message.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411107] [Pembimbing: Azwar] [Penguji 1: Dewanto Samodro] [Penguji 2: Dede Suprayitno]
Uncontrolled Keywords: Reception Analysis, Beauty Advertisement, Audiens Receptions, Women, Generation Z
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: SHEPI NURIANSYAH
Date Deposited: 20 Aug 2025 02:49
Last Modified: 20 Aug 2025 02:49
URI: http://repository.upnvj.ac.id/id/eprint/38453

Actions (login required)

View Item View Item