Ramadhanti, Wulan and , Dr. Laili Etika Rahmawati, S.Pd., M.Pd (2026) Audience Reception of Celebrity Political Endorsement on IKN Policy Through Sekretariat Presiden YouTube Channel. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
In the era of digital communication, celebrity political endorsements are increasingly used as a communication strategy by the government to reach the public. One example is the presence of celebrities in video content on the Sekretariat Presiden YouTube channel supporting the policy of relocating the national capital. This study aims to examine how audiences interpret messages in celebrity political endorsements related to this policy and to analyze audience decoding positions based on Stuart Hall’s Encoding-Decoding concept. This study uses a qualitative approach through in-depth interviews with six informants who have viewed the relevant content. The analysis draws on audience reception theory and the encoding-decoding concept to understand how audiences construct meaning regarding the practice of celebrity political endorsement. The findings show that audiences do not interpret messages uniformly, but actively interpret them based on their experiences, knowledge, and social backgrounds. The presence of celebrities is considered as serving as a communication bridge that facilitates the delivery of policy issues. However, celebrity involvement does not automatically increase audience trust. Audiences tend to consider credibility, relevance, and the quality of information when evaluating messages. In terms of decoding positions, four informants are in the negotiated position, while two others are in the oppositional position. Overall, the effectiveness of celebrity political endorsement is conditional and influenced by communicator credibility, relevance, and information quality. These findings highlight the active and critical role of audiences in interpreting political communication in the digital media era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | celebrity influence, digital engagement, government messaging, political communication, public perception |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media H Social Sciences > HE Communications > Social Media > Youtube |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | WULAN RAMADHANTI |
| Date Deposited: | 17 Jul 2026 02:14 |
| Last Modified: | 17 Jul 2026 02:14 |
| URI: | http://eprints.ums.ac.id/id/eprint/146066 |
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