PEMAKNAAN PEMILIH-PEMULA TENTANG PESAN PIDATO PEMIMPIN BERKERINGAT BERSAMA RAKYAT DALAM KONTEN VIDEO INSTAGRAM @Jokowi (Studi Resepsi pada Mahasiswa FISIP Universitas Muhammadiyah Malang)

The continuously evolving era of information technology has led political communicators, especially President Jokowi, to frequently use Instagram to convey political messages. In this case, the message "Pemimpin Berkeringat Bersama Rakyat" carries meaning and clues for choosing a leader in the 2024 Presidential Election. Therefore, it is important to explore the reception of first-time voters to this message in order to understand how they respond to and interpret media messages. This study uses the Constructivist Paradigm with a qualitative approach and interpretive research type, as well as Stuart Hall's encoding-decoding reception study method. The results show that two first-time voters from FISIP UMM occupy a hegemonic-dominant position because they tend to align with all aspects of the message conveyed by the encoder. Six others are in a negotiating position because they align with some of the message and modify it themselves. Two others are in an oppositional position because they reject the entire message. The reception of first-time voters from FISIP UMM forms an interpretation according to their background knowledge and experiences, such as political experiences with family, friends, social media, and in an academic environment. They also have favorite political figures that reflect their political views. First-time voters from FISIP UMM show a diverse way of responding to the political message "Pemimpin Berkeringat Bersama Rakyat" conveyed by President Jokowi, indicating that the reception process is an active process, not just passive acceptance.