PENERIMAAN BADAN EKSEKUTIF MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG TAHUN 2022-2023 TERHADAP IKLAN POLITIK PARTAI AMANAT NASIONAL (PAN) “PAN PAN PAN TERDEPAN” (Studi Resepsi Pada Divisi Kemenpolhokam)

The National Mandate Party's (PAN) political advertisement, “PAN PAN PAN TERDEPAN”, uploaded on PAN TV's YouTube channel, is a tactic for political campaigning that focuses on the party's identity that is dynamic, contemporary, and in line with society's trends. By using a distinctive Jingle PAN hopes to become more appealing and gain greater support from voters, especially from the youth, by using distinctive audio elements. The song “PAN PAN PAN PAN TERDEPAN” also helps to form a positive and entertaining image for voters, as well as reaching out to young voters who are more engaged with music and social media trends. This descriptive qualitative research aims to investigate the reception of PAN party political advertisements by the Student Executive Board of Universitas Muhammadiyah Malang in 2022-2023. Stuart Hall's reception theory is used in this research. This theory divides reception into three categories: Hegemonic Dominant Position, Negotiated Position, and Oppositional Position. The results showed that each subject's experience, perspective, and background differed in the reception of the message. In this case, it was found that there was a majority of hegemonic-dominant positions of the subjects' message reception towards the PAN party's political advertisements that could be accepted with all generations.