Marcommers : Jurnal Marketing Communication and Advertising
Vol 13, No 2 (2024)

Dominasi Makna dalam Personal Branding : Studi Resepsi terhadap Konten Youtube Gaming MiawAug

Yani, Hanifa Isma (Unknown)
Rahma, Rika Yessica (Unknown)
Sukmarini, Andi Vita (Unknown)

Article Info

Publish Date
10 Oct 2024

Abstract

Penelitian ini bertujuan untuk menganalisis resepsi subscribers terhadap personal branding Reggie Prabowo Wongkar dalam channel YouTube MiawAug dengan menggunakan pendekatan analisis resepsi Stuart Hall. Penelitian menggunakan metode kualitatif deskriptif dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa sebagian besar audiens berada dalam posisi dominant-hegemonic, menerima citra positif yang dibangun Reggie. Faktor konsistensi, keaslian, dan komunikasi strategis menjadi kunci keberhasilan personal branding di era media baru.

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Journal Info
Marcommers : Jurnal Marketing Communication and Advertising
Website

Abbrev

marcommers

Publisher

Universitas Mercu Buana

Subject

Humanities Languange, Linguistic, Communication & Media Social Sciences

Description

Marcommers is a peer -reviewed scientific journal that published two (2) times a year, in March and October. Editors receive research papers that closely related to the field of Marketing Communication (Advertising, Digital Marketing Communication and consumen behavior). Research themes focused on ...