PEMAKNAAN AUDIENS TENTANG GAYA KOMUNIKASI PADA KONTEN HUBUNGAN ROMANTIS DI AKUN TIKTOK @JAIIIBRUH (Studi pada Anggota Komunitas Women Journey)

Social media exemplifies technological advancements that enable two-way communication between message senders and recipients. TikTok is one such platform representing "New Media." Beyond serving merely as a source of entertainment, TikTok acts as a space for shaping new social and cultural values—for instance, through content depicting romantic relationships. One TikTok influencer who frequently shares content regarding romantic relationships is Giovani Dhivaldi, the owner of the account @Jaiiibruh.

This study employs a qualitative, interpretive approach to understand how the audience derives meaning from the content. The theoretical framework utilized is Stuart Hall’s reception theory, which outlines the potential ways audiences interpret messages: the dominant position (accepting the message exactly as intended by the sender), the negotiated position (accepting parts of the message), and the oppositional position (rejecting the message). Data were collected through online interviews via Google Meet with seven members of the "Women Journey" community, as well as through documentation of audience comments on the @Jaiiibruh TikTok account.

The research findings reveal a divergence of opinions. This variation stems from the subjects' differing experiences and backgrounds—including social media usage intensity, life perspectives, education, and culture. However, the majority of audience interpretations leaned toward the dominant position, wherein the audience understood the message in alignment with the content creator's (@Jaiiibruh) original intent. Four subjects adopted the dominant position, two adopted the negotiated position, and one adopted the oppositional position.