Analisis Resepsi Gaya Komunikasi Abidzar Al-Ghifari dalam Promosi Film A Business Proposal di Akun TikTok @gronya
Abstract
This study aims to analyze audience reception of Abidzar Al-Ghifari’s communication style in promoting A Business Proposal on TikTok. This study employed a descriptive qualitative approach using Stuart Hall’s reception analysis through the encoding/decoding framework and Robert Norton’s Communication Style Theory to analyze Abidzar’s communication style. Data were collected through documentation of one promotional video uploaded by the TikTok account @gronya and 114 relevant audience comments collected between February 9 and March 25, 2025. The findings show that the Oppositional Position was dominant, comprising 64 comments (56.14%), followed by the Negotiated Position with 50 comments (43.86%), while no comments were categorized as Dominant-Hegemonic. These findings indicate that audience responses tended to critically interpret and reject aspects of Abidzar’s communication style. The results demonstrate that audiences actively construct meaning from promotional messages rather than receiving them uniformly, resulting in different forms of interpretation toward Abidzar’s communication style.
Keywords
Audience Reception, Communication Style, Stuart Hall, TikTok
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