Institutional Repository UIN Sunan Kalijaga YogyakartaANALISIS RESEPSI GEN-Z TERHADAP GAYA KOMUNIKASI AKUN INSTAGRAM SEBAGAI MEDIA INFORMASI (STUDI PADA FOLLOWERS @Folkative)NIM.: 21107030134Abinas MaulanaauthorThe rapid development of social media has transformed the way people access and consume information, particularly among Gen-Z, who increasingly rely on instagram as an alternative source of information. One of the most prominent accounts is @folkative, which is recognized for its distinctive communication style characterized by concise messages, visually engaging content, and language that resonates with young audiences. This study aims to analyze Gen-Z's reception of the communication style employed by the Instagram account @folkative as an information medium. This study adopted a qualitative approach using Stuart Hall's reception analysis framework. Data were collected through observation, in depth interviews with four Gen-Z followers of @folkative and one triangulation informant, as well as documentation. The data were analyzed using Stuart Hall's reception theory, with Tubbs and Moss's communication style framework serving as the analytical indicators, including controlling, equalitarian, structuring, dynamic, relinquishing, and withdrawal communication styles. The findings reveal that Structuring Style and Dynamic Style were the most dominant communication styles perceived by the participants, while Withdrawal Style was not identified significantly. Although the participants perceived @folkative's communication style as informative, engaging, and easy to understand, they did not accept the information uncritically. Instead, they actively interpreted and verified the messages based on their personal experiences, needs, and perspectives. Therefore, it can be concluded that Gen-Z's reception of @folkative's communication style is predominantly positioned within Negotiated Reading, indicating that audiences actively negotiate the meaning of media messages rather than merely accepting or rejecting them.302.231 Media Komunikasi, Media Massa, Media Sosial2026-07-07UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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