Pesan Politik Partai Demokrasi Indonesia Perjuangan (PDI-P) di Tiktok dalam Menghadapi Pemilu 2024 (Analisis Resepsi Audiens pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

This research is entitled “Political Messages of the Partai Demokrasi Indonesia Perjuangan (PDI-P) on TikTok in Facing the 2024 Election (Analysis of Audience Reception among Students at the Faculty of Social and Political Sciences, University of North Sumatra).” The purpose of this research is to determine the audience reception of USU FISIP students regarding the political messages of the Partai Demokrasi Indonesia Perjuangan (PDI-P) on social media TikTok @dpppdiperjuangan facing the 2024 Election, the position of the audience and the factors that influence the position of the audience. In this research, researchers used qualitative research methods with a reception analysis approach. The theory used is the reception analysis theory put forward by Stuart Hall about how audiences interpret messages from media. This research involved 5 (five) informants consisting of 4 (four) main informants and 1 (one) triangulation informant who were selected using purposive techniques. Data was obtained through in-depth interviews with informants, observation results and also literature study. The results of this research are that the results of the informants' reception of PDI-P political messages through content on the TikTok account @dppppdiperjuangan is a form of party campaign strategy in facing the 2024 elections. This reception or meaning influences the position of the informants where all the main informants in this research are in the Negotiated Position. The informant's reception position is influenced by several things, namely, knowledge, understanding of the informant, friendship environment, social interests and media algorithm factors or filter bubble.