Saskia Sandra Azahra Wiriadinata, . (2025) ANALISIS RESEPSI KHALAYAK GEN Z DALAM MEMAKNAI REPRESENTASI GENERATION GAP DI ERA KOMUNIKASI DIGITAL PADA VIDEO PROMOSI IM3 “DEKATKAN JARAK, NYATAKAN SILATURAHMI”. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (182kB) |
|
Text
AWAL.pdf Download (977kB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (334kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (362kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (162kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (986kB) |
|
Text
BAB 5.pdf Download (131kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (206kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (85kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (20MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (301kB) |
Abstract
Video-based promotion is an effective medium for companies to convey emotional and commercial messages. IM3 utilizes this strategy in a promotional video entitled "Dekatkan Jarak, Nyatakan Silaturahmi". This promotional video highlights the issue of the generation gap between the younger generation and the older generation, in this case children and parents, and offers technology as a bridge of intergenerational communication. This study aims to determine how Generation Z audiences interpret this representation. Through a qualitative approach and analysis of Stuart Hall's reception theory, researchers analyzed six Generation Z informants to understand the decoding process of video messages. The results showed that two informant were in a dominant-hegemonic position, four others were in a negotiation position, and no informants occupied an opposition position. These differences in meaning are influenced by the background of experience, knowledge, and environment of each individual. Generation Z as an active audience does not only receive media messages passively, but also interprets them critically based on personal context. This video successfully conveys relevant social issues while maintaining its function as a product promotion tool. Keywords: Reception analysis; Generation Z; Generation gap; Digital communication; IM3 promotional video
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No. Panggil: 2110411134 Pembimbing: Lusia Handayani Penguji 1: Maria Febiana Christanti Penguji 2: Nuril Ashivah Misbah |
| Uncontrolled Keywords: | Reception analysis; Generation Z; Generation gap; Digital communication; IM3 promotional video |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HQ The family. Marriage. Woman H Social Sciences > HT Communities. Classes. Races |
| 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: | SASKIA SANDRA AZAHRA WIRIADINATA |
| Date Deposited: | 31 Jul 2025 08:08 |
| Last Modified: | 21 Aug 2025 06:17 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39268 |
Actions (login required)
 |
View Item |