Firda Angelina, . (2025) ANALISIS RESEPSI PESAN KAMPANYE POLITIK “AMIN AJA DULU” TERHADAP SUBSCRIBER YOUTUBE AKUN ANIES BASWEDAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of digital technology has made social media a strategic tool in political communication. The 2024 Indonesian elections highlight the shift in campaign methods to the digital space to reach the younger generation, particularly Gen Z, who dominate the electorate. This topic is crucial to study because audiences do not always passively receive messages but actively shape their meanings based on their perceptions. This research uses a qualitative approach with a case study of the political advertisement "AMIN Aja Dulu" on YouTube. Data were collected through in-depth interviews and participant observation to explore audience interpretations. The results show that message interpretations vary: the dominant reading accepts the meaning according to the producer's intentions, the negotiating reading adapts to experience, while the opposing reading rejects the offered meaning. This variation is influenced by social background, political preferences, and informant involvement. These findings emphasize the importance of creativity in developing political communication strategies to build emotional and rational connections with young voters. Therefore, strategies based on understanding audience reception can increase the effectiveness of digital political campaigns.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411013] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Dede Suprayitno] [Penguji 2: Nuril Ashivah Misbah] |
| Uncontrolled Keywords: | Political Advertisment, Social Media, 2024 Election, Public Reception |
| Subjects: | J Political Science > JQ Political institutions Asia T Technology > T Technology (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: | FIRDA ANGELINA |
| Date Deposited: | 02 Sep 2025 06:42 |
| Last Modified: | 02 Sep 2025 06:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40010 |
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