ANALISIS RESEPSI ACTIVE AUDIENCE DALAM MEMAKNAI KONTEN VICE INDONESIA

Adi Perkasa, Muhamad Iman (2018) ANALISIS RESEPSI ACTIVE AUDIENCE DALAM MEMAKNAI KONTEN VICE INDONESIA. Masters thesis, Master Program in Communication Science.

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Abstract

1 November 2016 Vice Indonesia came to the landscape of Indonesian online media industry with diverse content, as well as bold and profound style of journalism. However, Vice does not impose censorship on its two contents which contain racism and sexuality issues. This clearly violates clause 8 of the Press Council’s Code of Conduct & clause 10 of AJI’s Code of Conduct. A variety of bold and distinct content from Vice, giving the audience opportunities to accept various meanings that are not entirely the same as what Vice wants to convey. Thus, this study aims to identify and describe the subjective experiences of active audience receptions in interpreting the content of Vice Indonesia. Using qualitative descriptive method with reception analysis, this research also uses theories include, Reception Analysis Theory from Ien Ang, Semiotics Analysis Theory from Roland Barthes, Active Audience Theory, and Uses and Gratifications Theory which useful for explaining detail of the relationship between meaning production and media consumption. This study found the subjective experience of informants on their reception as follows: 1) There are diversity of meanings from each informants that arises from their different perspectives in discussing content with racism & sexuality issues. Researcher found differences in social and cultural conditions of each informant, especially differences in terms of occupation background, gender, and customs. The explanation showing the concept of interpretive communities, where each informant builds various understandings of media texts. Then produce different meanings, from different social environments, in interpreting the same media text. Including building a new meaning that is different from the dominant cultural code. 2) The background of the work, gender, and customs of the informant, does not affect the meaning of the content with racism issue. This is because there are other factors that play a more important role, namely the perspective of each individual on the function of the media. This is in line with the results of Ien Ang's study that melodramatic imagination plays a role more than its social and cultural background. However, the difference with the Ien Ang study was seen in the female informants who had worked, because their meaning was influenced by their work background. 3) Meanings outside the text reading all informants on the content under study have similarities, but things that cause the meaning is different. This difference does not only show the concept of producers of meaning in which each informant actively produces meaning, but there is also a new meaning produced. 4) The position of an audience, that is, whether they like or not the media content they consume, does not necessarily affect their consumption routines towards the media. Informants consume media not only to consume content they like. However, they will consume the media regularly if the media content can meet their needs that they want to fulfill when consuming the media.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:School of Postgraduate (mixed) > Master Program in Communication Science
ID Code:70534
Deposited By:Magister Ilmu Komunikasi
Deposited On:11 Mar 2019 19:17
Last Modified:12 Mar 2019 15:01

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