Safira Aulia Hanifah, . (2025) ANALISIS RESEPSI KHALAYAK GENERASI Z TERHADAP TAMPILAN VISUAL SITUS HAVEANIESDAY.COM DALAM PEMILU PEMILIHAN PRESIDEN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze Generation Z's reception of the visual appearance of the haveaniesday.com site in the 2024 Presidential Election using the Encoding/Decoding reception theory by Stuart Hall. The visual appearance of the haveaniesday.com site contains visual elements such as illustrations, colors and typography with a political theme. The site is packaged with unique and popular visuals so that it is easy to consume by generation z. This study uses a qualitative approach with a reception study method and obtains data through semi-structured interviews with five informants from generation z. Based on three decoding positions by Stuart Hall (Dominant-hegemonic, negotiation, and opposition), the results of this study indicate that there are two decoding positions. Through interviews conducted with the five informants, the decoding results showed acceptance based on the dominant-hegemonic and negotiation categories. Informants who construct meaning in a dominant-hegemonic manner like the visual appearance of the site and appreciate the site as a new movement in a digital political campaign that can be accepted by generation z. Meanwhile, informants in the negotiation category accept the visual appearance of the site as being in accordance with the visual preferences of generation z but negotiate some of the use of typography, the meaning of illustrations, and visual representation of elements on the site with ideology and personal preferences in receiving visual messages. The factors that influence the acceptance of informants include background, experience, knowledge, tendencies towards political figures, preferences for using social media, professions, and hobbies.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411077] [Pembimbing: Dewanto Samodro] [Penguji 1: Windhiadi Yoga Sembada] [Penguji 2: Dede Suprayitno] |
| Uncontrolled Keywords: | Audience Reception Analysis, Generation Z, Haveaniesday.com, Visual Communication. |
| 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: | SAFIRA AULIA HANIFAH |
| Date Deposited: | 11 Aug 2025 02:27 |
| Last Modified: | 11 Aug 2025 02:27 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38457 |
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