PEMAKNAAN KHALAYAK TERHADAP ISU LINGKUNGAN PADA KONTEN TIKTOK PANDAWARA GROUP EPISODE “PEMBERSIHAN PANTAI LABUAN” (STUDI RESEPSI PADA MAHASISWA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMADIYAH MALANG)

The Pandawara Group is a content creator collective formed by five high school friends from Bandung who have a strong concern for environmental issues, particularly river and beach pollution. Through the social media platform TikTok, they actively educate and mobilize the public by showcasing real actions in environmental clean-up efforts. This study aims to explore how university students interpret or construct meaning from Pandawara Group’s TikTok content, specifically the episode titled “Pembersihan Pantai Labuhan” (“Labuhan Beach Clean-Up”). Using a qualitative approach, the researcher selected five participants through a Google Form survey, categorized based on several factors: students with prior experience in environmental or sanitation organizations, students living in urban or rural areas, their economic status, and students with limited knowledge about environmental issues. These factors are expected to influence the audience’s positioning within Stuart Hall’s reception theory—whether they take a dominant, negotiated, or oppositional stance toward the message conveyed. Participants who have previously joined environmental or cleanliness activities tend to agree with the message presented by the Pandawara Group in this episode. Meanwhile, students who rarely engage in such activities are more likely to disagree or negotiate the meaning based on their personal backgrounds. Additionally, their economic status also shapes how they interpret the episode.