Tiara Kardiyanti, . (2026) ANALISIS RESEPSI KHALAYAK PADA KONTEN KAMPANYE “G2G SHAKE” DI TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The shift in promotional strategies of beauty brands on TikTok indicates a transformation from direct product message delivery toward entertainment-based trend campaigns, such as dance challenges. The “G2G Shake” campaign by Glad2Glow utilizes the “Milkshake” song and choreography trend and collaborates with influencers to stimulate audience participation and content reproduction on TikTok. This phenomenon has the potential to generate different interpretations of brand messages embedded in campaign content. This study aims to examine audience reception of the “G2G Shake” campaign content on TikTok. A qualitative descriptive approach within a constructivist paradigm is employed through reception analysis based on Stuart Hall’s encoding–decoding theory. Data are collected through in-depth interviews and observations involving selected informants using purposive sampling techniques. The findings indicate that the meaning of initial attention toward the content positions all informants within the dominant–hegemonic reading, with the dance challenge trend and the “Milkshake” song functioning as the primary sources of attraction. The interpretation of brand meaning and product message delivery places all informants within the negotiated reading position, characterized by an understanding of the brand’s effort to construct an image aligned with Generation Z, alongside an incomplete acceptance of product messages due to the dominance of entertainment and trend elements. The interpretation of audience engagement also positions all informants within the negotiated reading, reflecting a tendency to perceive the content as trend-based entertainment with limited informative and persuasive brand communication functions. Differences in meaning positions are influenced by age background, life stage, social environment, digital experience, and informants’ proximity to TikTok culture.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411136] [Pembimbing: Azwar] [Penguji 1: Ana Kuswanti] [Penguji 2: Siti Maryam] |
| Uncontrolled Keywords: | Keywords: Reception analysis, TikTok campaign, Generation Z |
| 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: | TIARA KARDIYANTI |
| Date Deposited: | 07 May 2026 04:04 |
| Last Modified: | 07 May 2026 04:04 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50303 |
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