CD Skripsi

Analisis resepsi gen z terhadap isu peradaban teknologi pada iklan sirup marjan edisi mpu baradah dan calon arang tahun 2025

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The 2025 edition of Mpu Baradah and Calon Arang Syrup Advertisement highlights the issue of technological civilization through a futuristic picture of the world of JKTerra 2108 which is controlled by artificial intelligence, where technology controls human consciousness and behavior. Dressed in mythological stories, this ad criticizes the dominance of technology that has the potential to cause dependency and moral crisis. This study aims to analyze how Gen Z as the first generation to feel technological sophistication from birth interprets the message through three positions of meaning, namely dominance, negotiation, and opposition to the issue of technological civilization in the advertisement.
This study uses a descriptive qualitative method with a focus on reception analysis. The research data was obtained through in-depth interviews and documentation of eight informants determined by purposive techniques. Data analysis was carried out using Stuart Hall's reception theory, which then went through three stages of data collection techniques according to Jansen, namely the data collection stage, the analysis stage, and the reception data interpretation stage. The validity technique of this research data uses the source triangulation technique.
The results of the study show that most of the informants are in a negotiated position. First, three of the eight informants were in the dominant reading position, namely receiving and approving the message about the issue of technological civilization conveyed in the Mpu Baradah and Calon Arang editions of Marjan Syrup advertisements. Second, four of the eight informants were in a negotiated reading position, where they essentially understood and accepted the advertising message, but provided additional interpretations or exceptions based on their personal experiences and viewpoints. Then third, there is one of the informants who is in the position of oppositional reading or rejecting the entire message in the advertisement. The difference in the way informants interpret the issue of technological civilization in this advertisement is influenced by age factors, educational background, and individual experience of technological civilization in daily life.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101126089

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101126089

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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