PENERIMAAN PESAN IKLAN TELKOMSEL HARI AYAH DALAM MEMPERKUAT HUBUNGAN KELUARGA JARAK JAUH DI KALANGAN MAHASISWA KALIMANTAN TIMUR

This study examines the reception and interpretation of the emotional message in Telkomsel's advertisement "Call Before It's Too Late" by the residents of the East Kalimantan Semayang Student Dormitory (AMKT Semayang), focusing on the use of artificial intelligence (AI) technology as a replacement for the emotional role of parents in family communication. The study employs a qualitative approach with Stuart Hall's encoding/decoding theory to analyze how the audience, particularly students living away from home, interprets the message related to the importance of communication with parents, especially in the digital age. The majority of the audience was found to be in a dominant-hegemonic position, with their experience of living away from home being relevant to the advertisement's message. However, a small portion of the audience was in an oppositional position, indicating that message interpretation is heavily influenced by each individual's cultural background and life experience. These findings highlight that although technology, such as AI, can facilitate remote communication, genuine emotional closeness cannot be replaced by digital media.