RESEPSI KHALAYAK PADA RELASI MAKNA LIRIK LAGU DAN VISUAL DALAM MUSIK VIDEO “ADA TITIK-TITIK DI UJUNG DOA” KARYA SAL PRIADI

Abstract

The development of digital technology has made music an audiovisual work that is widely consumed through platforms such as YouTube. The music video "Ada Titik-Titik di Ujung Doa" by Sal Priadi presents the meaning of the song lyrics and visuals that allow for various interpretations by audiences. This study aims to determine how audiences interpret the relationship between the meaning of the song lyrics and the visuals in the music video. This study employed a descriptive qualitative approach using Stuart Hall's reception theory. Data were collected through observation, documentation, and semi-structured interviews with one key informant and four informants. Data analysis was conducted through data reduction, data presentation, conclusion drawing, and verification using source and technique triangulation. The results showed that all informants acknowledged the relationship between the meaning of the song lyrics and the visuals in the music video "Ada Titik-Titik di Ujung Doa." Two informants were in the dominant-hegemonic position, accepting the relationship between the meaning of the song lyrics and the visuals as a whole. Meanwhile, three informants acknowledged the relationship between the meaning of the song lyrics and the visuals but produced diverse interpretations or receptions, influenced by certain audience factors (negotiated).