?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+RESEPSI+MAKNA+MASKULINTAS+PADA+IKLAN+%0D%0ATOKOPEDIA+VERSI+BTS&rft.creator=Imam+Yahya%2C+1516031019&rft.subject=300+Ilmu+sosial&rft.subject=384+Komunikasi%2C+telekomunikasi&rft.description=Penelitian++ini++bertujuan++untuk++mengetahui++pemaknaan++khalayak++mengenai+%0D%0Amaskulinitas++yang++ditampilkan++dalam++iklan++Tokopedia++Versi++BTS.++Metode+%0D%0Apenelitian++yang+digunakan+dalam+penelitian+ini+adalah++analisis+resepsi+Stuart+Hall+%0D%0Adan++teknik++pengumpulan++data++dengan++cara++Focus++Group++Discussion++(FGD)%2C+%0D%0Adokumentasi+dan+studi+pustaka.++Hasil+penelitian+menunjukkan++tiga+posisi+makna+%0D%0Adalam++iklan++Tokopedia++versi++BTS++oleh++informan.++Posisi++makna++tersebut++adalah+%0D%0Adominant++position%3B++yaitu++informan++menerima++sepenuhnya++konsep++maskulinitas+%0D%0Apada++iklan%2C++negotiated++position%3B++yaitu++informan++menerima++konsep++maskulinitas+%0D%0Apada+personil+BTS%2C+tetapi+tidak+menerapkannya+sebagai+nilai+sosial-kultural+dalam+%0D%0Akehidupan++mereka%2C++serta++oppositional++position%3B++yaitu++menolak++konsep+%0D%0Amaskulinitas++pada++iklan.++Hasil++penelitian++juga++menemukan++mayoritas++informan+%0D%0Aberada++pada++posisi++oppositional.++Hal++ini++menunjukkan++bahwa++informan++masih+%0D%0Ameyakini++dan++memegang++konsep++maskulinitas++lama%2Ftradisional%2C++yaitu++laki-laki+%0D%0Ayang++berperawakan++kekar%2C++kasar%2C++dan++macho.++Berbanding++terbalik++dengan+%0D%0Apenampilan++anggota++BTS++yang++sangat++lembut%2C++memiliki++gesture++yang++gemulai%2C+%0D%0Amenggunakan+makeup+dan+aksesoris+yang+biasa+digunakan+oleh+perempuan.+%0D%0AKata+Kunci+%3A+analisis+resepsi%2C+maskulinitas%2C+iklan%0D%0AABSTRACT%0D%0ARECEPTION+ANALYSIS+THE+MEANING+OF+MASCULINITY+ON+%0D%0ATOKOPEDIA+ADVERTISEMENT+BTS+VERSION%0D%0AOleh%0D%0AImam+Yahya%0D%0AThis+study+aims+to+find+out+the+audience's+understanding+of+masculinity+shown+in+%0D%0Atokopedia+bts+version.The+research+methods+used+in+this+study+are+Stuart+Hall's+%0D%0Areception++analysis++and++data++collection++techniques++by++way++of++Focus++Group+%0D%0ADiscussion+(FGD)%2C+documentation+and+library+studies.++The+results+showed+three+%0D%0Apositions++of++meaning++in++the++BTS++version++of++Tokopedia++ads++by++informants.The+%0D%0Aposition++of++the++meaning++is++dominant++position%3B++i.e.++informants++fully++accept++the+%0D%0Aconcept+of+masculinity+in+advertising%2C+negotiated+positions%3B+i.e.+informants+accept+%0D%0Athe++concept++of++masculinity++in++BTS++personnel%2C++but++do++not++apply++it++as++a++sociocultural+value+in+their+lives%2C+as+well+as+oppositional+position%3B+that+is+to+reject+the%0D%0Aconcept++of++masculinity++in++advertising.The++results++also++found++the++majority++of+%0D%0Ainformants+were+in+oppositional+positions.This+shows+that+informants+still+believe+%0D%0Aand+hold+the+concept+of+old%2Ftraditional+masculinity%2C+namely+men+who+are+stocky%2C+%0D%0Arude%2C++and++macho.++In++contrast++to++the++appearance++of++BTS++members++who++are++very+%0D%0Agentle%2C++have++graceful++gestures%2C++use++makeup++and++accessories++commonly++used++by+%0D%0Awomen.%0D%0AKeywords%3A+meaning%2C+masculine%2C+advertisement&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2021&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60701%2F1%2F1.%2520ABSTRAK%2520-%2520Imam%2520Yahya.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60701%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Imam%2520Yahya.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60701%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Imam%2520Yahya.pdf&rft.identifier=++Imam+Yahya%2C+1516031019++(2021)+ANALISIS+RESEPSI+MAKNA+MASKULINTAS+PADA+IKLAN+TOKOPEDIA+VERSI+BTS.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F60701%2F