EDUKASI POLA HIDUP SEHAT MELALUI MEDIA SOSIAL TIKTOK BAGI MAHASISWA (Analisis Resepsi Mahasiswa Ilmu Komunikasi UMM pada Akun Tiktok @Tirtacipeng)

Abstract

In the era of rapid technological development, TikTok was initially known as an entertainment platform that allowed users to share short videos with various creative expressions. However, TikTok has now become one of the most popular social media platforms among young people for seeking various types of information. Dr. Tirta, as one of the influencers, utilizes TikTok to upload content that includes various health information. Students often face challenges in maintaining a healthy lifestyle due to busy schedules and high academic demands. Therefore, it is important to examine how students respond to healthy lifestyle video content presented by Dr. Tirta on TikTok to understand how UMM Communication Science students interpret media messages. This research uses reception analysis, an approach in communication theory that examines how audiences receive and interpret messages. This communication is based on the encoding and decoding concept developed by Stuart Hall. This analysis identifies three reading positions: dominant, negotiation, and opposition, to understand how students respond to the healthy lifestyle video content uploaded by Dr. Tirta on TikTok. This study uses a qualitative approach with an interpretative research type and reception study methods using Stuart Hall's encoding and decoding model. Data collection in this study was carried out through focus group discussions. Data validity testing used triangulation, which combines methods and data sources. The results of this study show that six UMM Communication Science students occupy a dominant hegemony position, demonstrating consistent tendencies with all aspects of the message conveyed by the encoder. One student is in a negotiation position, accepting part of the message and then modifying it themselves. Meanwhile, one other student is in an opposition position, rejecting the entire message conveyed. UMM Communication Science students form meanings based on their knowledge and experiences, such as personal background, family, friends, social media, and academic environment