PEMAKNAAN AUDIENS TENTANG PERSONAL BRANDING MAUDY AYUNDA PADA KONTEN “TIPS DISIPLIN MEMBANGUN KEBIASAAN! MAUDY AYUNDA’S BOOKLIST” DI YOUTUBE (Studi Pada Mahasiswa jurusan Ilmu Komunikasi Fisip UMM Angkatan 2022)

The development of digital communication has driven the increasing use of social media as a primary platform for conveying messages, including in personal branding practices. One public figure actively building her personal brand through self-improvement content is Maudy Ayunda, whose YouTube channel, @modmedia, handles the content. Her content, "Tips for Discipline: Building Habits! Maudy Ayunda's Booklist," is interesting to study because it contains self-development messages relevant to the lives of the younger generation, particularly college students. However, audiences' interpretations of these messages are not always uniform and are influenced by individual backgrounds. This study aims to understand the interpretations of Maudy Ayunda's personal branding by Communication Science students from the Faculty of Social and Political Sciences, UMM, Class of 2022, in the YouTube content "Tips for Discipline: Building Habits! Maudy Ayunda's Booklist."

This research utilizes Stuart Hall's Reception Theory, which views audiences as active subjects interpreting media messages based on their individual backgrounds, experiences, and social contexts. The research method used was a qualitative approach, with data collection techniques consisting of in-depth interviews focusing on students from the Communication Science Department of the Faculty of Social and Political Sciences, UMM, Class of 2022, selected using purposive sampling.

The results showed that most subjects occupied a dominant-hegemonic position, receiving and internalizing messages in their entirety due to the alignment between the content and their experiences, psychological needs, and media consumption habits. Subjects in the negotiated position received messages partially and adapted them to their personal circumstances, while those in the oppositional position tended not to deeply interpret messages because they lacked relevance to their backgrounds and needs.