RESEPSI KHALAYAK TERHADAP KONTEN REELS INSTAGRAM SEBAGAI MEDIA PENYEBARAN INFORMASI SEPUTAR KULINER (Studi Pada Mahasiswa Jurusan Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2019 Followers @Malangfoodies)

The phenomenon of searching for information through Instagram social media is very useful for the public. One of the things that is often searched for is culinary or food. The rapid culinary development in Malang makes it difficult for people to determine where to eat. With the existence of Instagram social media, it is easy for people to easily find culinary information in Malang. @malangfoodies provides content messages in the form of interesting Reels photos and videos about a culinary, place or location that can be a source of information and reference for Instagram users when traveling in Malang. The purpose of this research is to find out how the position of @malangfoodies Instagram account followers in interpreting Reels content. This research uses qualitative research methods with a descriptive approach, using Melvin deFleur's theory (Dependences Media Theory) and Stuart Hall's reception analysis. Data collection techniques with interviews and documentation. The subjects in this study are Communication Science students who follow and actively follow the content of Reels @malangfoodies. Data analysis using Matthew B. Miles and Michael Huberman which was further tested by triangulating data sources.

The results showed that the 6 subjects fulfilled the two theories used. First, (Media Dependences Theory) produces audience types, namely Individual Differences because they come from different backgrounds, and Social Category because the subjects are both Communication Science students who follow and actively follow the Reels @malangfoodies content. Second, the purpose of this study is to determine the position of the audience according to Stuart Hall's three reading positions on the Reels video content presented on the @malangfoodies Instagram account Message Acceptance Theory (Encoding & Decoding) produces dominant, negotiation, and opposition positions. on The subject tends to the dominant position, accepts the message and interprets it. Negotiation position, the subject does not fully agree and understand the meaning of the Reels video content, but rejects the inappropriate parts and accepts according to his understanding. Opposition position, no subject is in the opposition position.