ANALISIS KONTEN REVIEW YOUTUBE OLEH FITRA ERI MENGENAI PERMASALAHAN KENDARAAN LISTRIK TERHADAP PERSEPSI AUDIENS: Studi Encoding Decoding Stuart Hall

Rizky Ramandha Dewanto, . (2026) ANALISIS KONTEN REVIEW YOUTUBE OLEH FITRA ERI MENGENAI PERMASALAHAN KENDARAAN LISTRIK TERHADAP PERSEPSI AUDIENS: Studi Encoding Decoding Stuart Hall. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze how audiences interpret messages concerning issues surrounding electric vehicles in Fitra Eri’s YouTube review content based on Stuart Hall’s Encoding-Decoding theory. This study employs a qualitative explanatory approach. Data were collected through in-depth interviews with five informants who had been following Fitra Eri’s YouTube channel for five years, observations of three of Fitra Eri’s review videos, and a literature review. The findings indicate that Fitra Eri constructs messages portraying electric vehicles as efficient, practical, and suitable for everyday use through direct experience and vehicle testing. In the decoding process, three audience positions were identified: the Dominant Hegemonic Position, Negotiated Position, and Oppositional Position. The Negotiated Position was identified among FRS and AP in the first review video, as they accepted some of the messages concerning public electric vehicle charging stations (SPKLU) and charging processes while interpreting certain aspects differently. In the second and third review videos, four informants were categorized within the Dominant Hegemonic Position. Meanwhile, MHR demonstrated an Oppositional Position by understanding the messages concerning electric vehicle efficiency while maintaining a different perspective based on personal considerations. The study demonstrates that Fitra Eri’s credibility, experience, objectivity, and ability to communicate information contribute to shaping audience perceptions, while audiences remain active in receiving and interpreting media messages.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210411095] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Damayanti] [Penguji 2: Zayyin Abdul Quddus]
Uncontrolled Keywords: Electric Vehicles, YouTube, Fitra Eri, Audience Perception
Subjects: H Social Sciences > HE Transportation and Communications
P Language and Literature > PN Literature (General) > PN1990 Broadcasting
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: RIZKY RAMANDHA DEWANTO
Date Deposited: 01 Sep 2026 02:09
Last Modified: 01 Sep 2026 02:09
URI: http://repository.upnvj.ac.id/id/eprint/53651

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