PEMAKNAAN MAHASISWA TERHADAP PESAN KAMPANYE #BEAUTYDIQUITY LUXCRIME MELALUI INSTAGRAM (Studi Resepsi Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2020)

This research originates from the first and most comprehensive beauty survey institution in Indonesia, ZAP. The findings of the study, namely the ZAP Beauty Index, reveal that women believe in the existence of beauty privilege. Beauty privilege refers to special treatment given to someone due to their physically attractive or beautiful appearance. This privilege fosters confidence in social interactions wherever they are. When beauty privilege is not adequately fulfilled, women may feel dissatisfied with their own appearance. This dissatisfaction drives a strong urge to always look beautiful and appealing. Therefore, the #BeautyDiQuity campaign by Luxcrime was launched with the aim of challenging conventional beauty stereotypes and promoting diversity in the definition of beauty. The purpose of this research is to describe the interpretation of messages received by the Communication Science students of UMM, class of 2020, regarding the #BeautyDiQuity Luxcrime campaign.

This research employs Stuart Hall's Reception Theory by categorizing audiences into three positions concerning the Luxcrime #BeautyDiQuity campaign. The researcher used qualitative research methods and descriptive research type through data collection techniques such as focus group discussions, interviews, and documentation. The research subjects were Communication Science students from the class of 2020.

The research findings indicate various receptions of the messages from the #BeautyDiQuity Luxcrime campaign among the research subjects. Differences in message reception were shown, with 4 out of 6 individuals consistently taking a negotiated position, while 2 of them initially held an oppositional position on the topic of message interpretation, encompassing verbal messages, visuals, and talent selection. They later shifted to a negotiated position on the topic of campaign effects, agreeing on the condition of program continuity. Meanwhile, the other 2 consistently took a dominant hegemonic position on the three main topics. The results suggest that differences in message reception are influenced by the subjects' backgrounds, particularly between those who are active in organizations and those who are not, their level of engagement with women's issues, and their work environment as the main distinguishing factors.