RESEPSI GEN Z MENGENAI PEMBENTUKAN KARAKTER ANAK PADA KONTEN TIKTOK (Studi pada Gen Z followers @bababubuarra)

This study aims to analyze Gen Z's reception positions regarding the formation of children's character in @bababubuarra content. This study uses an interpretive qualitative approach with Stuart Hall's encoding-decoding reception analysis method and Melvin DeFleur and Sandra Ball-Rokeach's supporting theory of media system dependency. Data collection techniques were carried out through in-depth interviews with 7 Gen Z subjects who are followers of the @bababubuarra account. The results of this study indicate that Gen Z users generally view @bababubuarra content as warm, harmonious, and educational modern family content. The content displayed by @bababubuarra is considered to instill character values ​​such as independence, discipline, curiosity, and spirituality. There are three audience positions in the meaning-making process in this study. Audiences in the dominant-hegemonic position fully accept Baba and Bubu's parenting values ​​because they are in line with their experiences and needs as prospective parents and young parents. Audiences from the negotiating position assess @babaubuarra's content positively but criticize parents' openness towards their children on social media. Opposition audiences view the parenting style of @bababubuarra's content as insufficiently educational in fostering character values ​​such as empathy and emotional management in children. According to Media Dependency Theory, Gen Z's level of dependence on TikTok impacts how they interpret content informatively and emotionally.