| dc.contributor.advisor | | |
| dc.contributor.advisor | MUKTAF, ZEIN MUFFARIH | |
| dc.contributor.author | MAHARJO, FAHMI SUTAN | |
| dc.date.accessioned | 2019-10-18T02:31:03Z | |
| dc.date.available | 2019-10-18T02:31:03Z | |
| dc.date.issued | 2019-07-15 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29811 | |
| dc.description | In terms of advertising, Axe made a breakthrough with the presentation of an advertisement in the form of a short film better known as the web series played by Axe brand ambassador Chicco Jerikho, Keenan Pearce and Arifin Putra which will be broadcast on youtube internet communication media which each plays three different characters. This study aims to find out the audience reception for Indonesian male masculinity in the ad "Axelerate Web Series"
This research is a descriptive qualitative study of audience reception in this case the audience who are lovers of Axelerate Web Series on the youtube channel. The technique of collecting data is by interviewing five informants who have been selected based on certain criteria. In addition, researchers also use literature as the secondary data of this study.
The results of the research show the Web series "Untold Story" tells the true story of the life experiences of 3 Axe brand ambassadors which are a reflection of masculinity. The five informants have the view that Keenan is a cool masculine man, can be through pressure and dare to make decisions. Whereas the Chicco figures of the informants agreed to the masculine figure depicted in the criteria of brave responsibility, making choices in life. Furthermore, the figure of Arifin Putra, the fifth informant, agreed to the media text which showed masculinity in glamorous, metrosexual and classy men. | en_US |
| dc.description.abstract | In terms of advertising, Axe made a breakthrough with the presentation of an advertisement in the form of a short film better known as the web series played by Axe brand ambassador Chicco Jerikho, Keenan Pearce and Arifin Putra which will be broadcast on youtube internet communication media which each plays three different characters. This study aims to find out the audience reception for Indonesian male masculinity in the ad "Axelerate Web Series"
This research is a descriptive qualitative study of audience reception in this case the audience who are lovers of Axelerate Web Series on the youtube channel. The technique of collecting data is by interviewing five informants who have been selected based on certain criteria. In addition, researchers also use literature as the secondary data of this study.
The results of the research show the Web series "Untold Story" tells the true story of the life experiences of 3 Axe brand ambassadors which are a reflection of masculinity. The five informants have the view that Keenan is a cool masculine man, can be through pressure and dare to make decisions. Whereas the Chicco figures of the informants agreed to the masculine figure depicted in the criteria of brave responsibility, making choices in life. Furthermore, the figure of Arifin Putra, the fifth informant, agreed to the media text which showed masculinity in glamorous, metrosexual and classy men. | en_US |
| dc.publisher | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Masculinity, Webseries, Online Me | en_US |
| dc.title | RESEPSI AUDIENS TERHADAP MASKULINITAS LAKI-LAKI INDONESIA DALAM IKLAN “AXELERATE WEB SERIES” | en_US |
| dc.type | Thesis
SKR
FISIP
605 | en_US |
