Electronic Theses and Dissertation

Cadar saat ini masih menjadi permasalahan yang diperdebatkan baik secara hukum memakainya maupun dalam pandangan masyarakat. Stigma negatif terhadap cadar masih melekat di masyarakat dan melabeli pengguna cadar seperti istri teroris, ninja hingga ajaran sesat. Kekhawatiran pengguna cadar terhadap stigma negatif terhadap cadar menjadi alasan terbentuknya komunitas pengguna cadar seperti komunitas niqab squad. Komunitas Niqab Squad membentuk akun @niqabsquad_official di instagram sebagai media dakwah dan menepis stigma negatif masyarakat terhadap cadar melalui postingan. Penelitian ini bertujuan untuk mengetahui resepsi khalayak terhadap pesan dakwah bercadar di instagram dengan akun dakwah @niqabsquad_official menjadi objek penelitian. Penelitian ini menggunakan metode kualitatif deskriptif dengan menggunakan teori Encoding-Decoding oleh Stuart Hall. Informan dalam penelitian ini berjumlah 7 orang pengikut akun @niqabsquad_official yang berusia 18-24 tahun dan memiliki latar belakang umur, pekerjaan dan pengalaman yang berbeda-beda. Hasil yang ditemukan menunjukkan interpretasi 7 informan terhadap cadar berdasarkan decoding khalayak menurut Hall yaitu 4 informan berada di posisi dominan dimana informan memaknai cadar sepenuhnya secara positif sesuai dengan yang diinginkan produsen pesan dan 3 lainnya berada di posisi negosiasi dimana informan menerima pemaknaan cadar secara dominan namun bernegosiasi sesuai dengan pengalamannya dan tidak ada informan yang berada di posisi opposional.

Kata kunci : Analisis Resepsi, Bercadar, Instagram, Niqabsquad_official

The veil is currently still an issue that is debated both in terms of religious law in wearing it and in the eyes of society. A negative stigma towards the veil is still attached to society and labels veil users as wives of terrorists, ninjas and heretical teachings. The concern of veil users against the negative stigma towards the veil is the reason for the formation of a community of veil users such as the niqab squad community. The Niqab Squad community formed an account @niqabsquad_official on Instagram as a media for preaching and dispelling the negative stigma of society against the veil through postings. This study aims to determine the audience's reception of the veiled da'wah message on Instagram with the da'wah account @niqabsquad_official as the object of research. This study uses a descriptive qualitative method using the Encoding-Decoding theory by Stuart Hall. The informants in this study were 7 followers of the @niqabsquad_official account who were 18-24 years old and had different age, work and experience backgrounds. The results found showed that 7 informants interpreted the veil based on audience decoding according to Hall, namely 4 informants were in a dominant position where the informant fully interpreted the veil positively according to what the message producer wanted and 3 others were in a negotiating position where the informant accepted the meaning of the veil dominantly but negotiated in accordance with his experience and no informants who are in an opposional position. Keywords: Reception Analysis, Veil, Instagram, Niqabsquad_official