Amelia, Estherina (2024) Analisis Resepsi Generasi Z Pada Kampanye #belajarjadiminimalis Di Akun Tiktok @lyfewithless.community. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research examines the audience reception of the #learntobeminimalist campaign on the Tiktok application @lyfewithless.community belonging to the Lyfe With Less community. This community is a forum for providing information and at the same time inviting the audience to live a minimalist life. This campaign is also an effort to encourage generation Z to stop using fast fashion. The aim of this research is to determine Generation Z's reception of the #learntobeminimalist campaign on the Tiktok account @lyfewithless.community as an effort to reduce fast fashion. This research was conducted using qualitative methods using descriptive studies. The data collection technique was carried out with informants using in-depth interviews. In this research, analysis was carried out using Stuart Hall's Encoding-Decoding Theory, classified into the categories Dominant Hegemonic Position, Negotiated Position and Opposition Position. The research results show that each informant has a different meaning of the message. Informants who are in a Hegemonic Position can fully interpret and accept the #learntobeminimalist campaign message. Informants in the Negotiated Position accepted the meaning of the message but had other views on the #learntobeminimalist campaign. Informants in the Opposition Position considered that the #learntobeminimalist campaign interpreted the message as rejecting the message and considering it unrealistic. Keywords: Reception, Campaign, Tiktok, Gen Z
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Estherina Amelia | ||||||||
| Date Deposited: | 11 Dec 2024 05:17 | ||||||||
| Last Modified: | 11 Dec 2024 05:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32755 |
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