PEMAKNAAN VIEWERS PADA KONTEN VIDEO EMOJI BENDERA PELANGI DI AKUN TIKTOK @AWBIMAX (Studi Pada Mahasiswa Ilmu Komunikasi UMM Angkatan 2020)

This study aims to analyze the meaning of viewers towards the use of rainbow flag emoji in TikTok content @Awbimax in Communication Science students of the University of Muhammadiyah Malang class of 2020. This phenomenon is interesting to study because visual symbols on social media can give rise to various interpretations, especially when it comes to sensitive issues in the social, cultural, and moral context of Indonesian society. This study uses a descriptive qualitative approach with Stuart Hall's reception analysis. Data was obtained through in-depth interviews with six purposively selected subjects as well as commentary column documentation on TikTok content @Awbimax. The results of the study show that viewers interpret the rainbow flag emoji as an identity symbol related to the LGBTQ+ community. The meaning is influenced by socio-cultural background, religious values, personal experience, information from other media, public opinion, and academic background as a Communication Science student. Based on Stuart Hall's reception analysis, three reading positions were found, namely dominant positions, negotiations, and opposition. The dominant position is shown by viewers who accept the symbol as a form of expression of the creator's personal identity. The negotiating position appears to viewers who understand the meaning of the symbols, but still adjust them to personal values. Meanwhile, the position of opposition is shown by viewers who understand the meaning of the symbol, but reject it because it is considered contrary to moral, religious, and social norms. These findings confirm that the process of meaning in social media is active, dynamic, and influenced by the ideological framework of each viewer.