PEMAKNAAN MAHASISWI PADA WANITA KARIR DAN IBU RUMAH TANGGA TENTANG STIGMA WANITA INDONESIA DALAM KONTEN YOUTUBE (Analisis Resepsi Mahasiswi Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2020 Terhadap Konten Youtube Cretivox)

Mass media is not only a forum for exchanging information and messages, but also has an important role in shaping society's ideology and as a means of social control. Until now, most Indonesian women have to face various stigmas from society, especially regarding the principles of career women and young mothers. With the rise of stigma, Youtube Cretivox presents the program “Sudut Pandang Episode 10” which discusses the issue of stigma for Indonesian women. This research aims to determine the interpretation of Communication Science students at the University of Muhammadiyah Malang, Class of 2020, in interpreting messages about the stigma of Indonesian women in the program “Sudut Pandang Episode 10” on YouTube Cretivox.

This research uses Stuart Hall's reception analysis method with encoding and decoding in grouping audiences into 3 meaning positions in media impressions. The method used is a qualitative research method with a constructivist paradigm. The research data collection technique used the Focus Group Discussion (FGD) method with research subjects as Communication Science Students at the University of Muhammadiyah Malang Class of 2020.

The results of the research show that there are various interpretations from the research subjects in interpreting the message in the Cretivox YouTube program “Sudut Pandang Episode 10”. This is also caused by the field of experience (FOE) and frame of reference (FOR) of each participant. There were 6 out of 8 participants who occupied the Dominant-Hegemonic Reading position, meaning they fully agreed with the message conveyed and interpreted it according to the preferred reading determined by the media. Meanwhile, there were 2 participants who were in the Negotiated Reading position, meaning they agreed with some of the messages conveyed and some were interpreted differently. The placement of the Oppositional Reading position was not found by the researchers in this study.