Analisis Resepsi Khalayak terhadap Video “Ayo Sayang Culik Aku Dong” pada Akun TikTok NIKEN’S ENTERTAINMENT
Abstract
Campur Sari music is a hybrid musical form that combines traditional Javanese elements with modern music. The development of social media, particularly TikTok, provides opportunities for Campur Sari music to reach wider audiences. This study aims to analyze audience reception of the “Ayo Sayang Culik Aku Dong” video on the NIKEN’S ENTERTAINMENT TikTok account using Stuart Hall’s reception theory. The study employs a descriptive qualitative approach by analyzing the top 500 comments on the video. The comments are classified into three reception positions: dominant-hegemonic, negotiated, and oppositional, based on the meanings expressed in the comments. The findings show that 269 comments (53.8%) fall into the negotiated position, 206 comments (41.2%) into the dominant-hegemonic position, and 25 comments (5.0%) into the oppositional position. The negotiated position represents the largest category, indicating that, within the analyzed comment sample, audience responses involve not only acceptance of the content but also evaluations and interpretations shaped by individual preferences or experiences. These findings demonstrate the diversity of audience interpretations of the video under study. The results are limited to the analyzed comments and cannot be generalized to all viewers or other content on the account.
Keywords
reception analysis, digital audience, campursari music, Stuart Hall, TikTok
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