PEMAKNAAN KELUARGA DALAM IKLAN GOFOOD “UNGKAPKAN YANG DI HATI,KIRIMKAN YANG BERARTI” (Analisis Resepsi pada Remaja Piatu di SMAN 1 Gondang Tulungagung)

This study examines how orphaned adolescents interpret the concept of family in the GoFood advertisement “Express What’s in Your Heart, Send What Matters” through Stuart Hall’s reception analysis approach. The advertisement in this study is understood not only as a promotional medium for the service but also as a media text that conveys emotional messages about family relationships, loss, care, and affection. This study is motivated by the family-related messages conveyed through advertisements, in which the audience plays an active role in shaping meaning based on their experiences, social backgrounds, and emotional states. This study employs the concept of audience reception through Stuart Hall’s encoding-decoding process, which explains that media messages can be received and interpreted differently by each individual. This study employs a qualitative approach using Stuart Hall’s reception analysis method to understand how orphaned adolescents interpret family messages in the GoFood advertisement “Express What’s in Your Heart, Send What Matters.” The theoretical framework of this study covers the concepts of family, advertising as a medium of communication, audience reception, and the encoding-decoding process, which categorizes audience interpretations into dominant reading, negotiated reading, and oppositional reading. The research was conducted at SMAN 1 Gondang Tulungagung, with subjects selected using convenience sampling. Research data were collected through semi-structured interviews and corroborated using triangulation.