PEMAKNAAN KHALAYAK PADA IKLAN TELKOMSEL “KINI WAKTUNYA JADIKAN RAMADAN TERBAIKMU” (Analisis Resepsi Pada Komunitas Ibu-Ibu Pengajian City View 2 Kecamatan Kedungkandang Kota Malang)

In the midst of the proliferation of Ramadhan advertisements that not only sell services and goods, but also represent how Muslim families live during the month of Ramadhan. The audience plays an active role in interpreting the message displayed in the advertisement according to their experience and social reality. Telkomsel Advertisement with the title "Kini Waktunya Jadikan Ramadan Terbaikmu" is one of the ads that displays various depictions related to Muslim families, Ramadan traditions, and Islamic values. The purpose of this research is to explore how the subject understands the representation displayed in the advertisement. This research uses a qualitative approach with Stuart Hall reception analysis. This research involves one of the communities of study mothers in the city of Malang and uses a total sampling technique. The data collection process is carried out with Focus Group Discussion (FGD), interviews, and documentation. Data analysis refers to Encoding/Decoding which is divided into three positions, namely dominant-negotiated-oppositional. The research results show that most of the subjects are in a negotiating position, namely receiving messages conveyed by advertisements related to family, relationships between husband and wife, and the use of technology during the month of Ramadan. However, the meaning is adjusted based on the understanding and household experience of each subject. This meaning also found that the acceptance of advertising messages was influenced by the background, religious understanding, and marital experience of the subject. Studies show that the audience plays an active role in interpreting the media message, so that the meaning received by the audience is not always in line with the meaning conveyed by the advertiser.