ANALISIS RESEPSI KHALAYAK PADA KONTEN INSTAGRAM @FOLKATIVE MENGENAI PERNYATAAN WAMENAKER TENTANG GERAKAN #KABURAJADULU

Abstract

Social media has become a platform for the public to express opinions, shape public opinion, and interpret various emerging social issues. One of the phenomena that has attracted public attention is the #KaburAjaDulu movement, which reflects the concerns of the younger generation regarding employment conditions, the economy, and job opportunities in Indonesia. This study aims to analyze how audiences interpret Instagram content posted by @Folkative regarding the Vice Minister of Manpower's statement on the #KaburAjaDulu phenomenon. Using a qualitative approach, Stuart Hall's Encoding-Decoding theory, and the constructivist paradigm, this study explores the audience's meaning-making process of media messages based on their experiences, knowledge, backgrounds, and social realities. Data were collected through participant observation, in-depth interviews, and documentation. The findings indicate that all informants understood the #KaburAjaDulu phenomenon as a reflection of public concern over employment conditions in Indonesia. Based on Stuart Hall's reception analysis, no informants were found to be in the dominant-hegemonic or oppositional positions, while all informants were categorized in the negotiated position. These findings indicate that audiences play an active role in interpreting media messages by negotiating meaning based on their experiences, knowledge, and social realities.