PEMAKNAAN KHALAYAK TENTANG GAYA POLA ASUH ANAK DALAM AKUN TIK TOK @LEKDAMIS (Analisis Resepsi Pada Ibu Rumah Tangga di Kabupaten Malang)

The advancement of technology has made it easier for society to access information through social media. Tik Tok, as one of the popular social media platforms, facilitates its users in creating creative videos for various purposes such as education, information, and entertainment. For housewives, Tik Tok can serve as a platform to gain education and information related to parenting styles. A Tik Tok content creator named @lekdamis has received various responses, both positive and negative, from netizens regarding her content. The purpose of this study is to understand how housewives in Malang Regency accept parenting styles presented in the Tik Tok account @lekdamis. This research uses a qualitative approach with an interpretive research type. The theory applied is the reception analysis theory with Stuart Hall's encoding-decoding approach. Data collection was carried out through interviews and documentation.
The results of this study show that each research subject has a different interpretation of parenting styles presented in the Tik Tok account @lekdamis. Out of 6 subjects, 4 were in the negotiation position. In receiving and interpreting the message, they had exceptions or aspects that needed to be negotiated. There were 2 subjects in the opposition position, rejecting all the messages and interpreting them differently. None of the subjects were in the dominant position, where they accepted the entire message in the Tik Tok video of @lekdamis.