Dominasi Makna dalam Personal Branding : Studi Resepsi terhadap Konten Youtube Gaming MiawAug
DOI:
https://doi.org/10.22441/marcommers.v13i2.33499Keywords:
Personal Branding, Analisis Resepsi, Media Baru, Youtube, Stuart HallAbstract
Penelitian ini bertujuan untuk menganalisis resepsi subscribers terhadap personal branding Reggie Prabowo Wongkar dalam channel YouTube MiawAug dengan menggunakan pendekatan analisis resepsi Stuart Hall. Penelitian menggunakan metode kualitatif deskriptif dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa sebagian besar audiens berada dalam posisi dominant-hegemonic, menerima citra positif yang dibangun Reggie. Faktor konsistensi, keaslian, dan komunikasi strategis menjadi kunci keberhasilan personal branding di era media baru.Downloads
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