Pemaknaan Konten Gaya Hidup Sehat oleh Pekerja Kreatif Malang Raya pada Podcast Youtube @samuelchrist

Social media has significantly transformed how Generation Z consumes health information, which is often contradictory to the work culture reality in the creative industry. This qualitative research aims to explore how Generation Z creative workers in Malang Raya interpret healthy lifestyle content in dr. Tirta's podcast on the @samuelchrist YouTube channel. Applying Stuart Hall's reception analysis through the Encoding-Decoding model, data were collected through in-depth interviews with four subjects selected using a convenience sampling technique. The data analysis process utilized the interactive model by Miles, Huberman, and Saldaña. The results of the study reveal that all subjects occupy a dominant-hegemonic position, agreeing that health is an investment for the future. However, in their daily practices, they tend to adopt a negotiated position by adjusting their diet, rest, and physical activity to meet professional demands. An oppositional position also emerges when ideal health standards are deemed incompatible with the economic realities and work culture of the creative industry. This study concludes that job productivity demands are the primary determining factor for creative worker audiences in constructing their reception of digital health content messages.