PEMAKNAAN MAHASISWA TERHADAP PESAN PERAWATAN WAJAH DALAM TIKTOK ( Studi Resepsi Mahasiswa Ilmu Komunikasi UMM Pada Akun TikTok @drrichardlee)

The development of social media, particularly tiktok, has made it one of the primary sources for disseminating information, including facial skincare education. The tiktok account @drrichardlee, managed by Dr. Richard Lee as a licensed dermatologist, has become one of the references for the public, especially university students, in obtaining medically based skincare information. However, educational messages delivered through social media are not always interpreted uniformly by audiences. Therefore, this study aims to examine how students interpret facial skincare messages conveyed through the tiktok account @drrichardlee.
This study employs a qualitative approach using reception analysis based on Stuart Hall’s encoding–decoding theory. The research subjects were Communication Science students at Universitas Muhammadiyah Malang who are active tiktok users and who follow or watch Dr. Richard Lee’s content. Data were collected through in-depth interviews and supported by a questionnaire as a preliminary survey. The findings reveal that students’ interpretations of facial skincare messages are divided into three reception positions: the dominant-hegemonic position, the negotiated position, and the oppositional position. Students in the dominant position tend to accept the messages according to the communicator’s intended meaning due to Dr. Richard Lee’s credibility as a medical professional. In the negotiated position, students generally accept the messages but adapt them to their personal experiences and circumstances. Meanwhile, students in the oppositional position demonstrate a critical attitude and do not fully accept the messages conveyed. This study concludes that source credibility does not automatically guarantee a uniform interpretation of messages, as audience backgrounds, experiences, and preferences significantly influence the message reception process.