Pesan Anti Bullying pada Remaja dan Kampanye Sosial:(Analisis Resepsi Pelajar SMP Yogyakarta terhadap Pesan Anti Verbal Bullying dalam Kampanye #RayakanNamamu Coca Cola di Youtube)

Lustira Aditya , Rajiyem

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Contextually, bullying can happen in any place, in school environment, work place, home, neighborhood, playground, and etc. Teenagers, whether boys or girls, are prone to bullying, which makes bullying often happens in school. One of the forms of bullying that is often neglected but happens often is verbal bullying. A case that we often find in verbal bullying is “name calling” or calling people with nicknames that most of the times tend to be a mockery. Reflecting upon the social phenomena that are developing in the society, there emerged movements that are intended to examine and to educate the society. One of the brand that had launched a social movement in Indonesia was Coca- Cola through the #RayakanNamamu campaign. This campaign was intended to raise awareness of the youths, especially school students, of the social phenomenon that was happening in the society. The use of the new media, YouTube, was aimed to engage people to participate actively. This research will see the message contained in the television commercial from audience’s point of view. Referring to reception analysis theory by Stuart Hall (2010), this research aims to find out whether the message received by the public is suitable with the message intended by the video creator, or the public has their alternative of interpreting the message. The research result shows that the informants reception lead to the dominanthegemonic position, but the negotiation position is also found. Various cultural background, family, media activity and consumption are the factors behind the difference of each informant’s reception towards the video. Moreover, education, knowledge, and experience contributed to a big part in the establishment of a mindset, which later become the basis of how they comprehend the media’s message. Key words: video, social campaign, new media, reception, teenagers

Kata Kunci : Media Sosial