Penerimaan Pesan Iklan Layanan Masyarakat Larangan Mudik di masa Pandemi Covid 19

Pujiyanto, Intan Mellinia Putri and , Yanti Haryanti, M. A. (2022) Penerimaan Pesan Iklan Layanan Masyarakat Larangan Mudik di masa Pandemi Covid 19. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The public service advertisement uploaded by the Indonesian Ministry of Health on the government agency's official YouTube account has caught the attention of researchers. The public service advertisement that was uploaded in 2020 contains an appeal to the Indonesian people not to do homecoming which coincides with the 2020 Eid al-Fitr. This study uses reception analysis theory to find out how audiences receive the message content of the public service advertisement. Using a qualitative method with a descriptive approach and data analysis using reception analysis unit. The result shows that six out of eleven respondents are in the category of dominant hegemonic position, two respondents are included in the negotiated position and three respondents are in oppositional positions. The results of this study indicate that there are many factors that can influence a person in interpreting the contents of messages from videos uploaded by the Ministry of Health of the Republic of Indonesia, these factors include the media behavior of each individual that is different, the level of self-awareness is also different, economic demands and a person's experience of the Covid-19 virus itself.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Reception analysis, Public service announcements, Homecoming, Covid-19
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	INTAN MELLINIA PUTRI PUJIYANTO
Date Deposited:	26 Nov 2022 06:23
Last Modified:	26 Nov 2022 06:23
URI:	http://eprints.ums.ac.id/id/eprint/106685

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