Penerimaan audiens terhadap konten berbagi di tiktok @Toni_cu

Abstrak

Abstract

TikTok has given rise to the phenomenon of sharing or charity content packaged in an emotional, game-based manner to attract public attention, as seen in the account @Toni_cu. This phenomenon has triggered varied audience responses, making it important to examine how audiences make sense of such content. This study describes how audiences receive and interpret @Toni_cu's sharing content using Stuart Hall's encoding-decoding theory. A descriptive qualitative approach was used, with in-depth interviews as the main data collection technique. Five informants were selected through purposive sampling based on diverse socio-economic backgrounds, and data were analyzed using Miles and Huberman's interactive model. The findings show that audiences interpreted the content differently, shaped by personal experience, social background, and economic condition. Three reception positions emerged: dominant, negotiated, and oppositional. Entrepreneurial informants focused on tangible impact leaned dominant, those experienced in digital marketing were more critical of commercial motives, while informants with greater economic distance judged the content on ethical and privacy grounds. This study shows that socio-economic background functions as an interpretive lens rather than a direct determinant of reception, affirming that social media audiences actively construct meaning.

Keywords: Reception analysis; sharing content; TikTok; encoding-decoding; socio-economic background.

Abstrak

TikTok memunculkan fenomena konten berbagi yang dikemas secara emosional lewat konsep permainan untuk menarik perhatian publik, salah satunya akun @Toni_cu. Fenomena ini memunculkan beragam respons audiens, sehingga menarik untuk dikaji bagaimana audiens memaknainya. Penelitian ini mendeskripsikan bagaimana audiens meresepsi konten berbagi @Toni_cu menggunakan teori resepsi Stuart Hall. Penelitian menggunakan pendekatan kualitatif deskriptif dengan wawancara mendalam. lima informan dipilih melalui purposive sampling dengan latar belakang sosial ekonomi yang beragam, dan data dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan audiens memaknai konten secara berbeda, dipengaruhi oleh pengalaman pribadi, latar belakang sosial, dan kondisi ekonomi. Ditemukan tiga posisi resepsi: dominan, negosiasi, dan oposisi. Informan wirausaha yang berorientasi pada dampak nyata cenderung dominan, informan berpengalaman promosi digital lebih kritis terhadap motif komersial, sementara informan dengan jarak ekonomi personal lebih longgar menilai konten dari sisi etika dan privasi. Penelitian ini menunjukkan bahwa latar belakang sosial ekonomi berfungsi sebagai kerangka interpretatif, bukan penentu tunggal posisi resepsi, serta menegaskan audiens media sosial sebagai pihak aktif dalam memaknai pesan.

Kata-kata Kunci: Analisis resepsi; konten berbagi; TikTok; encoding-decoding; latar belakang sosial ekonomi.