New media audience and gender perspective: A reception analysis of millenials interpretation
Rizki Briandana, Azman Azwan Azmawati
The purpose of this study is to analyze audience interpretation of gender meaning in You Tube content. Jovi Adhiguna is a beauty influencer who has a lot of beauty content on the YouTube and Instagram media. Jovi has been already well-known name among young people in big city cities. He is a man who become a beauty influencer. In fact in Indonesia, male beauty influencer is not a most welcomed profession rather than female influencer. One standard for measuring media audience uses reception analysis. This analysis tries to give meaning to the understanding of media texts (print, electronic, Internet media) by comprehending how public the media text characters read. The active role of audience in interpreting the premises of Stuart Hall's Encoding / Decoding Model is the basis of reception analysis. Reception analysis is used as methodology in this researach with focus group discussion as data collection technique. The results show that the formulation of the text meaning in the video of Jovi Adhiguna'sis mostly in the dominant position. It means that the suitability of meaning between the video and audience in this case has high similarity meaning if compared to that in the negotiation and opposition.
Rizki Briandana, Azman Azwan Azmawati. New media audience and gender perspective: A reception analysis of millenials interpretation. International Journal of Humanities and Social Science Research, Volume 6, Issue 1, 2020, Pages 58-63