Negosiasi Makna Mindful consumption di Tengah Budaya Konsumtif Digital: Analisis Resepsi Konten Tiktok @Itscasriani

Rio Sankazi Wijaya

doi:10.55681/armada.v4i10.3936

Authors

Rio Sankazi Wijaya Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro Semarang, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i10.3936

Keywords:

Analisis Resepsi, Konten Tiktok, Model Encoding/Decoding, Budaya Konsumsi Digital

Abstract

Penelitian ini menganalisis pemaknaan khalayak terhadap konten mindful consumption pada akun TikTok @itscasriani dalam konteks budaya konsumsi digital. Penelitian menggunakan pendekatan kualitatif dengan mengintegrasikan model encoding/decoding Stuart Hall dan semiotika John Fiske. Data diperoleh melalui analisis teks terhadap lima video TikTok dan wawancara mendalam dengan lima informan Generasi Milenial dan Generasi Z yang dipilih secara purposif. Hasil penelitian menunjukkan bahwa konten mengonstruksikan mindful consumption sebagai praktik reflektif yang mengkritik pembelian impulsif, konsumsi berlebihan, fear of missing out (FoMO), fast fashion, dan budaya influencer. Pemaknaan khalayak bervariasi dalam posisi dominan-hegemonik, negosiasi, dan oposisi parsial, yang dipengaruhi oleh pertimbangan finansial, kebutuhan emosional, identitas sosial, dan tuntutan profesional. Temuan ini menunjukkan bahwa wacana mindful consumption di TikTok menjadi arena negosiasi makna ketika khalayak secara aktif menafsirkan pesan media berdasarkan pengalaman sosial dan kulturalnya.

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