ANALISIS RESEPSI KHALAYAK DALAM AKUN TIKTOK NIKEN’S ENTERTAINMENT PADA MINAT MUSIK CAMPURSARI

wahyudi, dhymas, 52203050008 and Masnia, Ningsih, 0723118108 and Ramadhani, Rakhmad Saiful, 0724087703 (2026) ANALISIS RESEPSI KHALAYAK DALAM AKUN TIKTOK NIKEN’S ENTERTAINMENT PADA MINAT MUSIK CAMPURSARI. Bachelor thesis, Universitas Islam Majapahit.

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Abstract

Campursari music, a form of Javanese musical heritage, faces challenges regarding its relevance amidst the dominance of global popular culture; consequently, social media platforms like TikTok offer a strategic opportunity to preserve and introduce the genre to a wider audience, particularly the younger generation. This study aims to analyze audience reception regarding interest in campursari music through the "NIKEN'S ENTERTAINMENT" TikTok account. A descriptive qualitative method was employed, utilizing Stuart Hall’s reception analysis framework, which categorizes audience interpretation into three positions: dominant-hegemonic, negotiated, and oppositional. The study focused on the three videos with the highest view counts on the "NIKEN'S ENTERTAINMENT" TikTok account: "Ngamen 4," "Bokong Semok," and "Ayo Sayang Culik Aku Dong." Primary data consisting of 1,500 comments (the top 500 comments from each video) were collected and analyzed through data reduction, coding, interpretation, and verification using source triangulation. The results revealed the following distribution of positions: dominant-hegemonic (730 comments or 48.7%), negotiated (727 comments or 48.5%), and oppositional (43 comments or 2.9%). These findings indicate that the majority of the audience received the campursari music content positively, with reception patterns varying across the different videos. The study concludes that the account plays an effective role in fostering audience interest in campursari music while simultaneously supporting the preservation of local culture in the digital era.

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