RESEPSI AUDIENS PADA PERSONAL BRANDING RIAN FAHARDHI SEBAGAI PRESIDEN GEN-Z DI AKUN TIKTOK @RIANFAHARDHI

ANGELINA, BUNGA and Suleman, Zulfikri and Elfandari, Safitri (2024) RESEPSI AUDIENS PADA PERSONAL BRANDING RIAN FAHARDHI SEBAGAI PRESIDEN GEN-Z DI AKUN TIKTOK @RIANFAHARDHI. Undergraduate thesis, Sriwijaya University.

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Abstract

Rian Fahardhi's success in attracting the attention of the audience and earning the nickname "President of Gen Z" cannot be separated from the various criticisms directed at him via the comments page. The pros and cons regarding the personal branding built by Rian as "President of Gen Z" have attracted researchers' interest in examining how the audience interprets or accepts Rian Fahardhi's personal branding on the TikTok account @rianfahardhi. This research employs a qualitative approach. The researchers also utilize reception analysis according to Stuart Hall's theory. According to Hall's reception analysis theory, the meaning of media content is not fixed but depends on how the audience perceives it. Hall explained that the process of decoding media messages can occur through three possible positions, the hegemonic dominant position, the negotiation position, and the opposition position. In general, the informants in this research accepted the personal branding of @rianfahardhi as representing a young person who is critical, brave in voicing important issues, and has a unique speaking style, particularly on political themes and social issues, as well as serving as a source of information. Based on Stuart Hall's decoding process, out of the twelve informants studied, 8 were in a hegemonic dominant position, and 4 were in a negotiating position. No informants were found to be in an opposition position in this research. Keywords: Generation Z, Personal Branding, Reception Analysis, TikTok.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Resepsi, Generasi Z, Personal Branding, TikTok
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Bunga Angelina
Date Deposited:	25 May 2024 13:41
Last Modified:	25 May 2024 13:41
URI:	http://repository.unsri.ac.id/id/eprint/145448

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