PEMAKNAAN PEKERJA PEREMPUAN TENTANG ISU 'GLASS CEILING' PADA KONTEN YOUTUBE GITA SAVITRI DEVI DALAM PENGEMBANGAN KARIR (Analisis Resepsi Perempuan Pekerja di Kota Malang Terhadap Konten Youtube Gita Savitri Devi)

This research focuses on gender inequality in the workplace, called 'glass ceiling', through opinion content on the Gitasav Youtube channel entitled 'Opinion: Glass Ceiling or Gender Inequality in the Workplace'. This phenomenon refers to the invisible real obstacles and obstacles that women face in reaching the top of their careers or leadership positions in companies. The purpose of this study is to find out the meaning of women workers regarding the glass ceiling issue displayed in Gitasav content in women's career development.
This research method uses a qualitative descriptive methodology with a constructivism paradigm. This study uses Stuart Hall's theory of reception analysis with encoding and decoding to classify the audience into three positions on the meaning of the message content in the media impression: Domination, Negotiation, and Opposition. Data collection was conducted through Focus Group Discussions (FGD) and in-depth interviews with female workers aged 21-25 years in Malang City.
The results showed that three out of five research subjects were in a dominant position and agreed with the existence of a glass ceiling and its impact on women's careers, one subject was in a position of negotiation that partially accepted its relevance but felt skeptical, and another was in an opposition position that did not agree with the existence of a glass ceiling and its impact on women's career development in today's work environment. The findings of this study show that the differences in the backgrounds and experiences of each subject affect how they understand and receive the content of the 'glass ceiling' message in the Gitasav Youtube content show.