ANALISIS RESEPSI KHALAYAK INSTAGRAM @HALALCORNER TERHADAP UNGGAHAN KONTEN HALAL LIFESTYLE

Esti Damayanti, NIM.: 20102010033 (2024) ANALISIS RESEPSI KHALAYAK INSTAGRAM @HALALCORNER TERHADAP UNGGAHAN KONTEN HALAL LIFESTYLE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Halal lifestyle has grown rapidly in Muslim-majority countries. Halal-certified products and services have covered various aspects of life, from food, cosmetics, to tourism. This development is driven by the increasing awareness of the importance of adhering to sharia-compliant halal principles in daily life. Social media, particularly Instagram, has become a key platform to disseminate information and trends related to halal lifestyle. One of the accounts that focus on such content is @halalcorner. This study aims to determine audience reception and provide an overview of how content about halal lifestyle is received and interpreted. Researchers used a descriptive qualitative approach with Stuart Hall's reception analysis. This research is represented by five informants taken from followers who actively interact and comment on @halalcorner Instagram account uploads with different backgrounds to get representative data. The results of this study showed that two informants fell into the dominant reading category, three other informants fell into the negotiated reading category, and no informants were found in the oppositional reading category. This research proves Stuart Hall's theory that negotiation position is a response that is often taken by the audience. Each audience interprets the messages received differently, not all informants fully agree or reject the halal lifestyle message conveyed by Halal Corner. This is influenced by different backgrounds, knowledge, and environments.

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