ANALISIS RESEPSI KHALAYAK GENERASI Z TERHADAP ISI PESAN PADA KONTEN TIKTOK @DOSEN_FASHYUN “FASHION WASTE COULD LAST 300 YEARS”

Eta Febriyanti Putri, . (2026) ANALISIS RESEPSI KHALAYAK GENERASI Z TERHADAP ISI PESAN PADA KONTEN TIKTOK @DOSEN_FASHYUN “FASHION WASTE COULD LAST 300 YEARS”. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze Generation Z audience reception of the educational content “Fashion Waste Could Last 300 Years” on the TikTok account @dosen_fashyun, particularly regarding fast fashion purchasing behavior amid the ease of accessing fashion products and the impact of fashion waste. This research employs Stuart Hall’s encoding-decoding model to understand how audiences receive and interpret messages delivered through media. The study uses a descriptive qualitative method with a reception analysis approach. Informants were selected through purposive sampling, consisting of Generation Z individuals who actively use TikTok and have watched the selected content. Data were collected through in-depth interviews, observation, and documentation. The data were analyzed through the stages of data collection, data reduction, data presentation, and conclusion drawing, while source triangulation was used to ensure data validity. Based on Stuart Hall’s reception analysis, the findings show that the five informants’ reception positions were distributed across all three categories. Three informants were classified under the Negotiated Reading position, one informant under the Dominant-Hegemonic Reading position, and one informant under the Oppositional Reading position. These findings indicate that Generation Z audiences’ reception of fashion waste education is diverse and strongly influenced by each individual’s social background and personal experiences. Keywords: Fashion Waste, Fast Fashion, Generation Z, Audience Reception, TikTok

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210411048] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Ayu Wardani]
Uncontrolled Keywords: Fashion Waste, Fast Fashion, Generation Z, Audience Reception, TikTok
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: ETA FEBRIYANTI PUTRI
Date Deposited: 26 Aug 2026 06:41
Last Modified: 26 Aug 2026 06:41
URI: http://repository.upnvj.ac.id/id/eprint/53530

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