ANALISIS POSISI RESEPSI MAHASISWA ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH MALANG TERHADAP PESAN DALAM LAGU ‘SECUKUPNYA’ KARYA HINDIA

This study aims to identify and analyze the reception positions of Communication Studies students at Universitas Muhammadiyah Malang toward the message conveyed in the song “Secukupnya” by Hindia using the encoding–decoding approach of Stuart Hall. This research employs a qualitative approach with audience reception analysis. Data were collected through in-depth interviews with ten informants selected using purposive sampling, supported by observation. Data analysis was conducted through transcription, data reduction, coding, categorization, and conclusion drawing based on three reception positions: dominant, negotiated, and oppositional. The findings indicate that most students occupy the dominant reading position, characterized by accepting the message in accordance with the meaning encoded by the songwriter. The song is interpreted as a reflection of life emphasizing self-acceptance, balance, and emotional regulation. The negotiated position also emerges, where students adapt the meaning based on their personal experiences and social conditions. Meanwhile, the oppositional position appears in limited cases, reflecting disagreement with the dominant meaning. These findings demonstrate that audience reception is active, dynamic, and contextual, influenced by life experiences, psychological conditions, and social backgrounds.