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Social media is a new breakthrough in communication technology field that wascreated as a simulation of a social environment where people can interact like interactions in the real world. The millennial generation is considered capable of sorting and criticizing the messages they consume on Tiktok social media, especially related to the feud between Denise Chariesta and Uya Kuya. This study purpose to analyze and find out above millennial receptions understand and interpret the artist's self-image on Tiktok social media. With a descriptive qualitative method, the informants interviewed were millennials who followed the Tiktok accounts of the two artists and followed the development of the feud case. The results showed that the millennial understanding to self-image artists Denise Chariesta and Uya Kuya was considered negative and excessive. Millennials' meaning of artist self-image is interpreted in terms of Dominant-Hegemonic Reading, Negotiated Reading and Oppositional Reading. Accepting dominant meanings related to natural feuds, but rejecting the attitudes and traits shown by each artist to the public because they are negative. Media sosial merupakan terobosan baru dalam bidang teknologi komunikasi yangdiciptakan sebagai simulasi lingkungan sosial dimana orang-orang dapat berinteraksilayaknya interaksi di dunia nyata. Generasi millenial dinilai mampu memilah dan mengkritisi pesan yang mereka konsumsi di media social Tiktok, terutama terkait dengan perseteruan antara Denise Chariesta dan Uya Kuya. Penelitian ini bertujuan menganalisis dan mengetahui bagaimana resepsi millenial dalam memahami dan memaknai citra diri artis di media sosial Tiktok. Dengan metode kualitatif deskriptif, informan yang diwawancarai adalah millenial yang memfollow akun Tiktok kedua artis dan mengikuti perkembangan kasus perseteruan tersebut. Hasil penelitian diperoleh bahwa pemahaman millenial terhadap citra diri artis Denise Chariesta dan Uya Kuya dinilai negatif dan berlebihan. Pemaknaan millenial terhadap citra diri artis dimaknai secara Dominant- Hegemonic Reading, Negotiated Reading dan Oppositional Reading. Menerima pemaknaan secara dominan terkait perseteruan yang alami, namun menolak sikap dan sifat yang ditunjukan masing-masing artis kepada publik karena bersifat negatif. |
