RESEPSI MAHASISWA ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH MALANG ANGKATAN 2020 TERHADAP KAMPANYE MENJAGA LINGKUNGAN OLEH AVOSKIN MELALUI INSTAGRAM DENGAN #MULAIDARIMEJARIAS

In recent years, the volume of garbage in Indonesia is increasing as the population grows. The high volume of garbage in Indonesia shows a significant need for environmental protection movement. Avoskin is one of the beauty products in Indonesia that is committed to maintaining the environment, one of its programs is #MulaiDariMejaRias. #MulaiDariMejaRias is a campaign to maintain the environment created by Avoskin through Instagram social media. This research aims to describe the meaning of Communication Science Students of the University of Muhammadiyah Malang class of 2020 on the message of preserving the environment in the campaign conducted by Avoskin, namely #MulaiDariMejaRias.

The study used Stuart Hall's reception analysis theory in grouping audiences at three meaningful positions on the Avoskin #MulaiDariMejaRias campaign video. With qualitative research methods and constructivist paradigms. The data collection technique uses the group discussion forum method and interview with the research subject of Communication Science Student of Muhammadiyah University Malang Class of 2020.

The results of the study show that there is a diversity of meanings from the subjects of the study of the Avoskin campaign video #MulaiDariMejaRias. This is due to differences in background from the study subjects. This finding is in line with reception theory which states that acceptance of messages from the media can be interpreted differently to each individual based on background differences. There are five out of eight subjects who are on hegemonic dominant which means they agree fully on the message of preserving the environment on the campaign video and three subjects who are on negotiated positions who disagree completely on the message in the video. Researchers did not find any subjects in the opposition position of this study.