ANALISIS KHALAYAK DALAM MENONTON FILM BOLLYWOOD (SURVEI PADA MAHASISWA FAKULTAS DAKWAH DAN KOMUNIKASI UIN SUNAN KALIJAGA YOGYAKARTA)

SITI AIMMATUL KHOIRIYAH, NIM. 11730130 (2016) ANALISIS KHALAYAK DALAM MENONTON FILM BOLLYWOOD (SURVEI PADA MAHASISWA FAKULTAS DAKWAH DAN KOMUNIKASI UIN SUNAN KALIJAGA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research is motivated by the history of Bollywood movies in Indonesia that had become one of the most popular movies in the '90s and then slowly began to recede in the presence of other entertainment such as Hollywood, Hallyu known as K-Pop, Anime from Japan, and so forth. But in mid-2014, Bollywood reappeared and received another enthusiastic fans. It is shown by the vigorous broadcasts of Bollywood movies in various television channel which is broadcasted almost everyday. It showed with a new style, more interesting and more varied. In this study, researcher wants to investigate about the audience when they watch bollywood movies. By using Used and Gratification theory, researcher wants to analyze and determine the relationship between the audiences’ need to the media with the active audience of using the media and want to know the trend in Da'wa and Communications Students as an object in this study whether as audiences are an active or a passive audience to watch Bollywood movies. This study uses a quantitative survey. Researcher made observations and collected data by spreading the questionnaire, then tested and processed levels of validity and reliability then performed data analysis using statistical tests. In the analysis of the data, there found a significant relationship between the need to be active in using the media that sig <α (0,05) = 0.01 <0.05. And on the level of activity of students of the Faculty of Da'wa and Communication in watching Bollywood movies which contained 7% of students with a low level of activity, 61% middle, and 9% high. Thus concluded that, students of the Faculty of Da'wa and Communication included in the category of the audience with middle liveliness level in watching Bollywood movies.

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