PENERIMAAN KHALAYAK TENTANG KONSEP PARENTING ALA ARTIS NIKITA WILLY (Studi Resepsi Terhadap Ibu-Ibu Muda Pada Konten Youtube Nikita Willy)

The development of social media is now accelerating, because through social media we can access various kinds of things, especially in terms of education. One of them is the proliferation of public figures in utilizing the use of social media to create content that is presented to the general public, such as educational content, entertainment content, news or information content, and other content. One of them is the artist Nikita Willy, who gets pros and cons views in the community because she often shares educational videos through her personal YouTube social media about the parenting methods she applies to her baby, because the parenting she applies is still considered new among the general public.

This research uses Stuart Hall's reception theory which is divided into three interpretations: namely, Dominant Hegemony (understand and apply) where the position of the message conveyed is accepted and understood in accordance with the message to be conveyed. Next, namely Negotiation (understand and modify) where the position of the message conveyed is accepted and understood but not fully, but the audience uses their beliefs about the message received. Finally, Opposition (understand but not do) where the position of the message conveyed is accepted and understood, but marked differently on the message conveyed.

This research was conducted using a qualitative approach. In this study, researchers used a descriptive qualitative approach, namely research that will examine an event whose final result will be a research report.

The results of the study state that message reception or audience acceptance of the concept of media exposure is influenced by various factors. Among them are educational factors, cultural factors, environmental factors, parenting background, economic factors, and also factors of support from people around. This is enough to explain that exposure to messages through the media can be accepted and interpreted properly by the audience because it is based on several different factors.