Pesan Kampanye Di Media Online (Analisis Resepsi Pembaca Komik Si Juki Terhadap Kampanye “Berani Beda” Di Dalam Situs Www.Beranibeda.Com Dari Maret Sampai Juni

Muhammad Agrian Muntaha A., Ana Nadhya Abrar

2015 | Skripsi | Ilmu Komunikasi

The tittle of this research is “Campaign Messages in Online Media (Reception Analysis the Reader of Si Juki’s Comic Book on “Berani Beda” Campaign in www.beranibeda.com hompage from march to june 2014). The objective of this research is to describe the understanding of audiences from the messages in the site of berani beda. Respondent in this research are two (2) audiences from berani beda campaign. They are Prima Ratih Tunjungsari and Muhammad Khusban Rifhanda. This research using method of reception analysis with descriptive qualitative approach. The technique of collecting data using in depth interview on two respondents, field observation, and also literature study. Processing data using the concept of Stuart Hall, audiences proposition on text messages which divided audiences into 3 category: dominant reading, negotiated reading, and oppositional reading. The result of the research shown that almost every respondent agree (dominant reading) with the messages in www.beranibeda.com which sounded by Si Juki. Although there is some part wherea audiences began their negotation with the messages (negotiated reading) or even disagree with the messages (oppositional reading). Overall, audiences reception on www.beranibeda.com homepage is negotiated reading. Keyword: Reception Analysis, New Media, Campaign

Kata Kunci : Kampanye