PENERIMAAN KHALAYAK TERHADAP PESAN MASKULINITAS DALAM IKLAN EXTRA JOSS “LAKI BUKTIKAN”VERSI JEFRI NICHOL 2023 (Studi Resepsi Pada Finalis Laki-Laki Dalam Ajang Cak & Yuk Kab.Gresik 2023)

Gender stereotypes are often constructed into advertisements to shape product images and build audience trust. One of them can be seen in Extra Joss advertisements that always emphasize the impression of masculinity. This advertising exposure can indirectly influence the general public's perspective on the portrayal of ideal men, including the Tourism Ambassador event. This event is often narrowly defined and only based on visual assessment. Through a descriptive qualitative research approach, this study aims to explore the reception of Cak Kab.Gresik 2023 Finalists towards the masculinity message in the Extra Joss “laki buktikan” advertisement version of Jefri Nichol 2023. This research uses Stuart Hall's reception theory which is classified into 3 categories of acceptance, namely Dominant Hegemonic Position, Negotiated Position, Oppositional Position. The results reveal that all research informants have the same perspective in assessing masculinity and have different receptional motivations. In addition, the research findings reveal that all subjects have Dominant Hegemonic acceptance.