Analisis Resepsi Audiens terhadap Personal Branding Raditya Dika dalam RVLOG(Raditya Video Log) Melalui Youtube Channel Raditya Dika

Rettria Oktasari , Novi Kurnia

2017 | Skripsi | Ilmu Komunikasi

ABSTRACT The reception of media depends significantly on the audience reception. However, the role of the audience has now shifted and the relationship between media and the audience is no longer one-way—all of which are triggered by media conververgence. Subsequently new media emerges and grows abreast with the youth. It is interesting then that the audience of RVLOG (Raditya Video Log) are that of new media and the contents of RVLOG are related to both life and culture of contemporary youth. The personal branding of Raditya Dika, who has long been famous with his previous works, is then questioned. This kind of research is important to conduct because previous audience reception studies were predominated by the reception of mass-media, particularly TV series and movies. The objective of this research is to analyze the new-media audience reception to Raditya Dika’s personal branding on RVLOG which is uploaded on his Youtube channel. Focusing on RVLOG aired between March-April 2016, this research applies descriptive-qualitative method of audience reception using the combination of two models, namely Stuart Hall’s reception in order to perceive how the audience produce (encoding) and receive (decoding) media text, and Abrams’ text relation to observe the relation between the audience and the universe of text as a factor which affecting the interpretation. The result shows that the audience reception of Raditya Dika places the audience on dominant-hegemonic position and negotiated position, due to the fact that there is no informant that does not follow RVLOG and other works of Raditya Dika: 1) Informants are not always on dominant position and, conversely, are not always on negotiated position; 2) Raditya Dika’s personal branding on RVLOG is in accordance with Raditya Dika’s persona, who had been consistent, even before he launched RVLOG, and has always been consistent ever since, as well as creative, ingenious, funny, and always passionate to produce more works. It can be conveyed that the personal branding of Raditya Dika on RVLOG complies with the criteria of the forming and receiving of personal branding; 3) The nonexistence of oppositional position in this research is due to the research limitation which only focuses on the audience of RVLOG, namely the viewers and subscribers of Raditya Dika’s Youtube channel; 4) New media audience are consistent in using new media, the informants consume new media everyday with great intensity, some of which even use them all day long. As new media are multi-platform, the informants obtain information from: Today.com, Kompas.com, Detik.com, and Google. For entertainment: Youtube, Line, Path, Whatsapp, and Instagram; 5) Besides media habit, there are other elements influencing the reception of new-media audience and old-media audience (mass media): recombinant, networked, ubiquitous, and interactive. Keywords: Audience Reception, Youtube Channel, RVLOG Audience, Raditya Dika’s Personal Branding.

Kata Kunci : Branding