Ayu, Cahya Kartika (2026) ANALISIS PENERIMAAN KONTEN REVIEW SKINCARE BERBAHAYA DAN PRODUK SESUAI STANDART KESEHATAN & KECANTIKAN DI AKUN INSTAGRAM @dr.okypratama. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Social media has become an essential part of modern communication and marketing strategies. Instagram, as one of the most widely used platforms, provides an effective space for interactive content sharing and audience engagement. The account @dr.okypratamaa on Instagram is prominent for its educational content and reviews of skincare products, especially highlighting the dangers of counterfeit and unsafe products containing harmful ingredients such as mercury and hydroquinone. This study aims to analyze the reception of netizens towards the skincare review content posted by @dr.okypratamaa. Using a qualitative descriptive approach, combined with Stuart Hall’s Encoding-Decoding theory, the research explores how the audience interprets and responds to the messages conveyed by the influencer. Encoding-Decoding theory suggests that communication is not simply a linear transfer of messages. Instead, the meaning of a message is actively interpreted by the audience, which may result in full acceptance, partial negotiation, or complete rejection of the intended meaning. This framework helps to understand the diversity of audience reactions to the content. The research focuses on netizens' comments as the primary data to understand their reception and interpretation of the educational skincare content. Nine informants were selected purposively to represent diverse demographics and experience levels, ensuring a comprehensive understanding of audience responses. The findings reveal three primary audience decoding positions. The dominant-hegemonic position is characterized by full acceptance and support of Dr. Oky Pratamaa’s content, recognizing the risks associated with harmful skincare products. Followers in this group actively share and promote the safety messages. The negotiated position includes followers who accept the core message but reinterpret or question some aspects based on their own experiences or beliefs. These netizens may agree on the dangers but perceive the tone or delivery of the content as overly harsh or alarmist. The oppositional position consists of those who reject the message outright. This group questions the influencer’s credibility or defends the products criticized, often motivated by personal benefit or concerns over the economic impact on small businesses. This research highlights the significant role professional influencers, particularly medical experts, play in shaping public opinions and health literacy through social media platforms. It also shows the challenge of reaching consensus due to diverse audience backgrounds and perspectives. Social media’s interactive nature creates opportunities for dialogue between content creators and audiences. This interaction can be harnessed to improve consumer understanding and foster safer skincare practices. The varied responses also point to the need for communication strategies that are flexible and sensitive to audience diversity. Tailoring messages to different audience segments can enhance effectiveness and reduce misunderstanding. The study contributes practically by providing insights for marketers and communicators in the skincare industry to develop ethical, clear, and persuasive messaging on digital platforms. From an academic perspective, the research enriches communication studies by applying reception analysis to digital health education, emphasizing audience agency in message interpretation. The findings underscore the importance of credibility and trust in influencer communications, especially when dealing with health-related content that impacts consumer decisions. Moreover, the study suggests that sustained engagement and two-way communication on social media can strengthen health literacy and consumer protection. In conclusion, the research demonstrates that audience reception to health education content on social media is multifaceted. Understanding these dynamics is crucial for improving communication strategies and enhancing public awareness about safe skincare. Descriptive research type is used to provide a systematic, factual, and accurate description of the characteristics of netizens' acceptance of the content. Thus, this study does not only focus on the description of the apparent phenomenon, but also attempts to reveal the subjective understanding of netizens in interpreting the information they receive. Through a combination of qualitative approaches and descriptive design, it is hoped that this research can provide a comprehensive explanation of how communication messages in skincare reviews are received, negotiated, or even rejected by audiences on social media. Keyword: Netizen, Content, Skincare, Instagram
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | L Education > L Education (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Cahya Kartika Ayu | ||||||||
| Date Deposited: | 21 Jul 2026 06:43 | ||||||||
| Last Modified: | 27 Jul 2026 07:27 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55944 |
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