STUDI RESEPSI MAHASISWA UNIVERSITAS CIPUTRA SURABAYA TERHADAP CITRA JOKOWI DALAM VIDEO SI MANIS JEMBATAN ANCUR

Abstract

The 2019 elections that have passed have become the biggest democratic party in Indonesia, and provide many lessons for Indonesia. Jokowi's victory for the second time in the presidential election event is certainly influenced by various factors. This study wanted to see Jokowi's victory in terms of imaging the leadership attitude communicated by Jokowi and his team. The communication channels used are also diverse, but this research will focus on one of the communication media, namely YouTube with a video titled Si Manis Jembatan Ancur. Through focus group discussions, researchers discuss how the reception of young voters in understanding the character of Jokowi in the video. Using the hegemony position initiated by Stuart Hall, researchers found that young voters positioned themselves in the negotiating hegemony of the image of Jokowi's leader from the Si Manis Jembatan Ancur video.