Analisis Resepsi Siswa SMA Muhammadiyah 1 Taman Terhadap Konten Sketsa Universitas Muhammadiyah Malang

The development of social media has encouraged higher education institutions to utilize digital platforms as a means of institutional communication, particularly in shaping image and conveying Islamic values. Universitas Muhammadiyah Malang (UMM) produced “Sketsa Ramadhan” content through Instagram Reels as part of its communication strategy targeting young audiences. However, differences in cultural and religious backgrounds may lead to diverse audience receptions toward such content. This study aims to examine the reception of students of SMA Muhammadiyah 1 Taman, especially members of Ikatan Pelajar Muhammadiyah (IPM), toward UMM’s Sketsa Ramadhan content.
This research employs a qualitative approach with a descriptive research type and is analyzed using Stuart Hall’s reception theory through the encoding–decoding framework. Data were collected through in-depth interviews with five informants selected using purposive sampling. Data analysis was conducted through data reduction, data presentation, and conclusion drawing, while data validity was ensured through triangulation.
The findings indicate that the majority of informants are positioned in the oppositional reading, influenced by strong values of Islamic ethics, morality, and institutional identity embedded within their school environment and IPM organization. A smaller number of informants occupy dominant and negotiated positions by emphasizing the effectiveness of digital communication and the relevance of social media trends. These results demonstrate that Generation Z audiences are not homogeneous and construct meaning based on their religious background, cultural values, and social experiences. This study highlights the importance of aligning social media content strategies with the identity of Islamic higher education institutions in shaping institutional image.