<![CDATA[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.]]>
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