ANALISIS RESEPSI NETIZEN TERHADAP KOLABORASI VISUAL INDAH DAN AUDIO 'NYELENEH' PADA KONTEN TIKTOK @PESONAINDONESIA
DOI:
https://doi.org/10.65340/dp2f9h35Keywords:
Keywords: Reception Analysis, TikTok Content, Weird Audio, Communication Tourism, Stuart Hall's TheoryAbstract
This study, entitled "An Analysis of Netizen Reception to the Collaboration of Beautiful Visuals and "Unusual" Audio in TikTok Content @pesonaindonesia," focuses on the practice of using digital communication strategies for tourism on the official @pesonaindonesia account. This application combines beautiful visualizations of tourist destinations with unusual or strange audio elements, which have sparked discussions and various interpretations in the digital world. How netizens receive visual and audio collaborations and how they understand digital tourism promotion is the main topic of this study. The purpose of this study is to understand the various ways audiences interpret content on social media and how visual and audio elements combine meaning. The method used is a descriptive qualitative case study. Stuart Hall's reception theory of encoding-decoding reading positions supports this approach. The results show that netizen responses are divided into three accepted positions. The dominant hegemonic position sees the strategy as digital creativity that is important to be relevant, the negotiating position that appreciates visual beauty but considers audio harmony, and the oppositional position that rejects the use of inappropriate audio because it is considered to detract from the official national tourism image. According to this study, contrasting elements that work together in tourism promotional content trigger diverse meaning dynamics where audiences actively discuss institutional messages with the reality of popular digital culture.
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