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All Journal Publipreneur Polimedia: Jurnal Ilmiah Jurusan Penerbitan Politeknik Negeri Media Kreatif
Devinta Cahya Ramadhanti
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Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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RECEPTION ANALYSIS OF @DYANDRAACADEMY INSTAGRAM FOLLOWERS ON #BELAJARBARENGDYANDRA CAMPAIGN AS EVENT MANAGEMENT LEARNING MEDIA Devinta Cahya Ramadhanti; Emilianshah Banowo
Jurnal Ilmiah Publipreneur Vol. 13 No. 2 (2025): Jurnal Ilmiah Publipreneur
Publisher : Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/jip.v13i2.1836

Abstract

The increasing interest of the younger generation in the event industry, along with the growth of this sector in Indonesia, has encouraged universities and non-formal institutions to provide more structured learning opportunities. One alternative is the educational campaign #BelajarBarengDyandra conducted on Instagram @dyandraacademy, which introduces knowledge about event management in a practical way. The purpose of this study is to find out how followers perceive the campaign as a learning medium. The research uses Stuart Hall’s reception analysis model, which divides audience interpretation into dominant, negotiated, and oppositional positions. A qualitative descriptive method was employed through in-depth interviews with eight participants aged 18–25 years, supported by triangulated information from campaign organizers. The results show that most informants fall into the negotiated position, while a smaller number are in the dominant position. The conclusion indicates that #BelajarBarengDyandra functions as an initial learning platform about event management, although it cannot fully replace direct or formal learning.
Co-Authors Emilianshah Banowo