Farhan Risqy Pratama, Aditya Fahmi Nurwahid

Analisis Resepsi terhadap Animal Welfare dalam Live Streaming Charity di Kanal Youtube Windah Basudara

Introduction

Analisis resepsi terhadap animal welfare dalam live streaming charity di kanal youtube windah basudara. Kaji resepsi penonton pesan animal welfare di live streaming charity YouTube Windah Basudara. Pesan tereduksi jadi donasi, dominasi persona komunikator & hiburan menutupi substansi isu.

Abstract

Pemanfaatan fitur Live Streaming di YouTube untuk penggalangan dana amal (charity) oleh kreator konten telah menjadi fenomena komunikasi yang menarik. Penelitian ini bertujuan untuk mengetahui dan mengeksplorasi secara mendalam resepsi penonton terhadap pesan kesejahteraan hewan (animal welfare) dalam konten live streaming charity di kanal YouTube Windah Basudara. Dengan menggunakan pendekatan kualitatif dan metode analisis resepsi model Encoding-Decoding dari Stuart Hall, penelitian ini mengumpulkan data melalui wawancara mendalam dengan delapan informan yang memiliki latar belakang beragam. Hasil penelitian menunjukkan tidak ditemukannya penonton yang pada posisi oposisi. Resepsi penonton terbagi menjadi dua posisi utama yaitu dominan dan negosiasi. Tiga informan berada pada posisi dominan dengan menerima pesan secara utuh. Temuan paling krusial adalah adanya pesan yang hilang, di mana pesan animal welfaretereduksi menjadi sebuah aksi transaksional atau ajakan berdonasi, bukan sebuah komitmen transformatif terkait edukasi tentang tanggung jawab jangka panjang. Kesimpulannya, resepsi penonton terhadap pesan animal welfareternyata menjadi sekunder dibandingkan resepsi terhadap acara amal itu sendiri sebagai sebuah fenomena media. Kekuatan persona komunikator dan dinamika hiburan lebih dominan dalam proses pemaknaan penonton daripada substansi isu kesejahteraan hewan yang diusung.

Review

This paper offers a timely and insightful analysis into the complex dynamics of audience reception in the context of digital charity events. By focusing on animal welfare messages within a live streaming charity event on Windah Basudara's YouTube channel, the study addresses a highly relevant phenomenon in contemporary communication: the intersection of content creation, philanthropy, and social issues. The use of Stuart Hall's Encoding-Decoding model is particularly apt for dissecting the nuanced ways in which audiences interpret mediated messages, providing a robust theoretical framework for understanding the intricacies of meaning-making in a live, interactive environment. The qualitative approach, employing in-depth interviews, is well-suited to exploring the subjective experiences and diverse interpretations of the eight informants. The findings illuminate a fascinating landscape of audience engagement. The absence of an oppositional reading highlights a general acceptance of the charity's premise, while the division into dominant and negotiated positions underscores the varying degrees of alignment with the encoded message. The most crucial discovery, however, is the "missing message"—the reduction of the animal welfare message from a call for transformative commitment and long-term responsibility education to a mere transactional invitation to donate. This finding is highly significant, revealing a potential disconnect between the intended educational impact of the message and its actual reception, where the act of giving overshadows the deeper ethical considerations of animal welfare. Ultimately, the research concludes that the reception of the animal welfare message itself becomes secondary to the reception of the charity event as a media spectacle. This implies that the potency of the communicator's persona and the inherent entertainment value of the live stream significantly outweigh the substantive issue being advocated. This finding provides valuable insights for content creators, charitable organizations, and communication scholars, urging a re-evaluation of strategies for embedding profound social messages within entertainment-driven digital philanthropy. The study effectively demonstrates the challenges of fostering deep engagement with complex social issues when mediated by charismatic personalities and event dynamics, pointing towards a need for more nuanced encoding strategies to ensure messages are not merely received, but genuinely absorbed and acted upon in a transformative manner.

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