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INTERPRETASI KONSUMEN TERHADAP KONTEN BLACK CAMPAIGN DI TIKTOK: STUDI RESEPSI AUDIENS DI KOTA DENPASAR Primasari, Ni Ketut Regina Chanda; Latupeirissa, Jonathan Jacob Paul
Jurnal Sarjana Ilmu Komunikasi (J-SIKOM) Vol 7 No 1 (2026): Jurnal Sarjana Ilmu Komunikasi (J-SIKOM)
Publisher : Program Studi Ilmu Komunikasi, Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/j-sikom.v7i1.10221

Abstract

Social media platforms, particularly TikTok, have become primary communication channels and information sources for younger generations in the digital era. However, these platforms also facilitate black campaign practices disseminating false or manipulative information to damage competing brands' reputations. This study examines how consumers in Denpasar City interpret black campaigncontent on TikTok based on their media consumption experiences, while identifying factors such as platform usage intensity, content type preferences, and media literacy levels that shape these interpretations. Employing a descriptive phenomenological qualitative approach, this research purposively selected eight active TikTok users aged 20-21 years in Denpasar. Data were collected through in depth interviews, non participant virtual observation, and digital document analysis, ensuring triangulation for credibility. Findings reveal that consumers perceive black campaigns as deceptive tactics prevalent in beauty and food industries, with interpretations shaped by media experiences that generate cognitive and emotional responses ranging from discomfort to active avoidance behaviors. The study demonstrates that black campaigns produce short-term impacts on consumer attitudes, primarily manifesting as purchase hesitation and skepticism toward implicated brands. Theoretically, this research contributes to reception analysis studies in digital mass communication by demonstrating the active role of audiences in critically interpreting manipulative content. Practically, findings underscore the urgent need to enhance media literacy for cultivating critical awareness of manipulative content and promoting ethical digital marketing practices on TikTok. Keywords: Black Campaign, Consumer Interpretation, media Consumption Experience, TikTok, Digital Mass Communication
Co-Authors Agung, Mia Intentilia Anak Anak Agung Istri Agung Maheswari Angelyn Gavryla Arniti, Ni Ketut Bayu Nata Negara Bestari, Ni Made Prasiwi Chontina Siahaan Cistadewi, Ni Made Wulan Desak Gede Suasridewi Devi, Dewa Ayu Putri Eliza Kirana Dewi, Anak Agung Istri Reginata Dewi, Ni Putu Dian Cahayani Surya Dewiningrat, Ayu Indira Donny Irza Hariri Effendy Dwipayanti, Kadek Diah Febry, Vanessa Gorda, A.A.A. Ngr Sri Rahayu Gunawan, Andri Haggie Arranda Wahab I Gusti Ayu Agung Dewi Sucitawathi Pinatih I Gusti Ngurah Darma Paramartha I Nyoman Indra Kumara I Nyoman Subanda I Nyoman Widnyana Wartama I Nyoman, Subanda I Putu Darma Wijaya I Putu Dharmawan Pradhana I Wayan Joniarta I Wayan Joniarta Imroatul Mufida, Imroatul Intentilia, Anak Agung Mia Jenifer Kadek Darmaastawan Kadek, Ardea Regita Maharani Maharta, I Dewa Putu Dipta Maheswari, Anak Agung Istri Agung Maria Erica Widyadini Fernanda Martina Cahya Arista Melati Budi Srikandi Melati Mediana Tobing Moriste, Marshanda Chelsea Sivora Nareswari, Made Jasmine Regita Natashya, Regita Ni Ketut Arniti Ni Komang Vira Yunita Ni Luh Tut Tri Ratnawati Ni Luh Yulyana Dewi Ni Luh Yuni Lesatri Ni Luh Yuni Lestari Ni Made Eni Dwi Ayuni Ni Made Prasiwi Bestari Ni Putu Bayu Widhi Antari Ni Putu Yunita Anggreswari Nuning Indah Pratiwi Nursina Nursina, Nursina Permatasari, Ni Putu Intan Pika, Putu Ayu Titha Paramita Praarsa, I Dewa Agung Pramana, Ida Bagus Gde Agung Yoga Pramana, Ida Bagus Gde Agung Yoga ana Pratiwi, Kadek Ayu Dewi Prayana, I Kadek Rian Primasari, Ni Ketut Regina Chanda Putra, Naufal Giri Putra, Putu Adi Saskara Putri Ekaresty Haes Putri, Gusti Ayu Nadya Tamara Putu Dyah Permatha Korry Putu Suparna Sahri Aflah Ramadiansyah Sari, Ni Putu Intan Permata Soei Khim Supriyadinatha Gorda, A.A.N. Eddy Supriyani, Anik Suryadinata Gorda, A.A.N. Oka Suryawan, I Made Yuda Syauta, Angel Yonata Wahyu Indra Satria Wartama, I Nyoman Widnyana Yanti, Ni Kadek Winda