Macharani, Adella Putri (2023) Analisis Resepsi Karyawan Jakarta Terhadap Konten Promosi Media Sosial Instaram @tokokopituku. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological developments have made the use of social media closely linked to human activity. Currently, social media is not only an information medium, but also a promotional medium used by individuals and business actors. Instagram is a social media that has many users and is used as a medium for information and promotion. This is supported by the complete features that Instagram has which are liked by many parties. This research discusses the reception of Jakarta employees towards Kopi Tuku Instagram Social Media Promotional Content. How the message conveyed via Instagram content @tokokopituku is interpreted by Jakarta employees as coffee lovers. The message is interpreted and classified into 3 categories according to Stuart Hall's Encoding-Decoding Theory, namely Dominant Hegemonic Position, Negotiated Position and Opposition Position. The research results show different reception positions from various informants regarding the content on Instagram @tokokopituku. The informants who were in dominant positions interpreted the same message as what was conveyed by Kopi Tuku. Informants who were in a negotiating position interpreted the same message as that conveyed by Kopi Tuku, but they also had their own views on the message. Informants who are in opposition positions have different meanings from the message conveyed by Kopi Tuku. The informants did not find detailed information regarding the product on Instagram @tokokopituku. Keywords: Reception, Encoding-Decoding, Instagram, Kopi Tuku, Content.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Adella Putri Macharani | ||||||||
| Date Deposited: | 13 Dec 2023 07:35 | ||||||||
| Last Modified: | 13 Dec 2023 07:35 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18997 |
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