Putri Livinda Darman, . (2025) ANALISIS RESEPSI KHALAYAK TERHADAP KONTEN CORPORATE LIFE PADA AKUN TIKTOK ERHA ULTIMATE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The trend of using corporate life content on TikTok is increasingly adopted by brands as a communication strategy that highlights the company’s daily activities. One such brand is ERHA Ultimate, which presents this type of content to build a more humanized image of a beauty brand. This study aims to explore how audiences interpret corporate life content on ERHA Ultimate’s TikTok account. The study employs a reception analysis approach using Stuart Hall’s encoding-decoding theory, which categorizes audience interpretations into three positions: dominant- hegemonic reading, negotiated reading, and oppositional reading. This qualitative research is based on a constructivist paradigm. Data were collected through in- depth interviews and observations, with informants selected using purposive sampling. The findings show that for the meaning of emotional closeness, one informant took a dominant position while the other four were in a negotiated position. Regarding the meaning of the brand’s positioning as human and relevant, all five informants occupied a negotiated position. Meanwhile, for the meanings of brand trust and engagement, all informants were in an oppositional position. These differences in interpretation are influenced by factors such as age, life stage, social environment, and personal experiences with the brand or the issues presented in the content.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411189] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Windhiadi Yoga S.] [Penguji 2: Hermina Manihuruk] |
| Uncontrolled Keywords: | Audience Reception, TikTok, Corporate Life, ERHA Ultimate, Encoding-Decoding |
| 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: | PUTRI LIVINDA DARMAN |
| Date Deposited: | 04 Sep 2025 04:07 |
| Last Modified: | 04 Sep 2025 04:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39772 |
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