Analisis Resepsi Followers Instagram @Thebodyshopindo Terhadap Kampanye Stop Sexual Violence.

Novianita, Andini and , Nieldya Nofandrilla, S.E., M.A (2022) Analisis Resepsi Followers Instagram @Thebodyshopindo Terhadap Kampanye Stop Sexual Violence. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Sexual violence is a sensitive issue and continues to increase every year. On this basis, The Body Shop as a large company with a feminist ideology conducted a campaign to stop sexual violence. The message conveyed by The Body Shop can be interpreted differently by the audience. The purpose of this study was to find out how followers interpret the content of the stop sexual violence campaign channeled on Instagram @thebodyshopindo. This study uses the theory of Encoding-Decoding Reception Analysis by Stuart Hall. The research method used is a qualitative descriptive approach with purposive sampling technique. Researchers conducted interviews with five followers with different backgrounds. Subjects in this study translate and interpret meaning based on personal experience, cultural background, media consumption, and perspective in social reality. This study obtained two positions, namely the Dominant-Hegemonic Position and the Negotiated Position. There are three informants with a dominant-hegemonic position, which shows that followers are in line with the content of the stop sexual violence message produced by The Body Shop. Then the two informants who are in the negotiated position show that some of them accept the contents of the message and some of them reject the contents of the message.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Analisis Resepsi, kampanye, kekerasan seksual, The Body Shop
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ANDINI NOVIANITA
Date Deposited:	17 Dec 2022 04:05
Last Modified:	17 Dec 2022 04:05
URI:	http://eprints.ums.ac.id/id/eprint/106898

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