Analisis Resepsi Mahasiswa Unesa Terhadap Konten Fuad Sasmita

Abstract

The increasingly rapid development of media encourages speeding up the delivery of information, to convey information not
only through direct communication, but also through media platforms, one of which is video content on the TikTok
application, this is related to Fuad Sasmita's TikTok content regarding UNESA, which is inviting a bad image and
negative comments from netizens. The purpose of this research is to find out how the audience receives content that
brings the good name of Surabaya State University (UNESA). Qualitative research methods and reception of Stuart
Hall's encoding-decoding theory were used in this research, which can help researchers analyze differences in the
reception of informants' meanings of Fuad Sasmita's content. In collecting data using interview techniques. i. The results
of this research prove that there are differences in the reception of informants' meanings in understanding the video. A
total of 2 informants are in the dominant hegemonic position, namely acknowledging, accepting and fully agreeing with
the content, 1 other informant is in the negotiated reading category, namely agreeing and accepting the content but with
several things that need to be considered, and 4 informants are in the position of oppositional reading , namely
completely rejecting thecontent.