Resepsi Pesan Lingkungan dalam Iklan di Media Baru :(Analisis Resepsi Khalayak terhadap Pesan Lingkungan dalam Iklan Unilever Berjudul Why Bring A Child Into This World

Atika Fitri Hanifa , Novi Kurnia

2016 | Skripsi | Ilmu Komunikasi

Abstract Environmental matters such as sustainability has been a world debate for many years. Fundamentally, sustainable development or sustainable life automatically involves discussions about generations, regenerations, population and access to a sustainable and safe life, and to conclude this, it is a discussion regarding the future. The correlation between children, environment and its influence to the future is a lifetime chain that we cannot evade. As it is, for many people see the urgency that environmental issues should be informed through media such as advertising, it raises academics and scholars to elaborate deeper within environmental communication which today has become a field of study. Environmental communication includes green marketing as a matter of fact is implemented by Unilever’s ad "Why Bring A Child Into This World?". Through implementing these aspects the ad implies meanings, symbols visually and verbally where theoretically environmental message through ads tend to have the objective for the meaning to be interpreted by audiences, which then triggers the human communication so that they create a space for discussion on consumed environmental issues through media. This research uses reception analysis framework to see the different meanings of the environmental message in the ad "Why Bring A Child Into This World?" from the audience’s perspectives. This ad rose to viral throughout the internet which encourages many reviews, so that the audience here are representatives of new media users. New media audiences still has an urgency to be studied because of how naturally they are increasingly fragmented. Audience research has always given advantage to communication as a field of study, unexceptionally new media audience. The results from this research showed that after analyzing the background of the respondents, which then makes them categorized to active / passive according to their habit and influence towards the environment, each category has distinctive features. Active respondents tend to have a critical view of a certain aspect, which is based on frame of reference and experience. Some also take the environmental message from the ad to the point of self-reflection. Active respondents have a tendency to be an opposition, while passive respondents tend to be on the negotiated position, which is strongly influenced by their observations towards their surroundings and frame of reference rather than experience. Each individual has their own preferred meaning that they choose to encode, it is then concluded that their background influences dominantly towards the practice of reception. Key words: Audience, reception, environment, advertisement, Unilever, new media ix

Kata Kunci : iklan