Electronic Theses and Dissertation

Fashion androgini saat ini masih menimbulkan pro dan kontra di masyarakat Indonesia. Hal tersebut terjadi karena masyarakat di Indonesia masih menganut hak dan kewajiban seseorang yang diatur berdasarkan seks biologisnya. Sehingga membuat seorang pengguna fashion androgini kerap mengalami berbagai bentuk diskriminasi di lingkungan masyarakat karena dianggap menyimpang atau melanggar norma peran gender ideal. Jovi Adhiguna merupakan seorang selebgram Indonesia yang identik dengan penampilan androgininya. Karena penampilannya yang berbeda, Jovi pernah mendapatkan perlakuan tidak menyenangkan seperti mendapatkan panggilan seperti, banci, bencong, dan gay. Penelitian ini bertujuan untuk mengetahui resepsi khalayak terhadap fashion androgini dengan akun Instagram @joviadhiguna menjadi objek penelitian. Penelitian ini menggunakan metode kualitatif deskriptif dengan menggunakan teori Encoding-Decoding oleh Stuart Hall. Informan dalam penelitian ini berjumlah 5 orang pengikut akun instagram @joviadhiguna yang berusia 18-24 tahun. Informan dalam penelitian ini memiliki latar belakang umur, pekerjaan, dan pengalaman yang berbeda-beda. Hasil yang ditemukan menunjukkan interpretasi 5 informan terhadap fashion androgini berdasarkan decoding khalayak menurut Hall yaitu, 1 informan berada di posisi dominan dimana informan memaknai fashion androgini sepenuhnya sesuai dengan yang diinginkan produsen pesan dan 1 informan lainnya berada di posisi negosiasi dimana informan memahami apa ditampilkan oleh media tetapi tidak seluruhnya dimaknai sama. Kemudian 3 informan lainnya berada di posisi oposisional dimana informan menolak pesan media karena berbeda dengan pengetahuan atau nilai yang dianutnya.
Kata kunci: Analisis Resepsi, Fashion Androgini, Instagram

Androgynous fashion currently still raises pros and cons in Indonesian society. This happens because people in Indonesia still adhere to a person's rights and obligations which are regulated based on their biological sex. This causes androgynous fashion users to often experience various forms of discrimination in society because they are considered deviant, different or violate ideal gender role norms. Jovi Adhiguna is an Indonesian celebrity who is synonymous with his androgynous appearance. Because of his different appearance, Jovi has received unpleasant treatment such as being called sissy, bitch and gay. This research aims to determine the public's reception of androgynous fashion with the Instagram account @joviadhiguna being the object of research. This research uses descriptive qualitative methods using the Encoding- Decoding theory by Stuart Hall. The informants in this research were 5 followers of the Instagram account @joviadhiguna aged 18-24 years. The informants in this research had different ages, occupations and experience backgrounds. The results found showed 5 informants' interpretation of androgynous fashion based on audience decoding according to Hall, 1 informant was in a dominant position where the informant interpreted androgynous fashion completely positively in accordance with what the message producer wanted. 1 other informant was in a negotiating position where the informant understood what was shown by the media but not everything was interpreted the same way. Then the other 3 informants were in an oppositional position where the informants rejected media messages because they were different from their knowledge or values. Keywords: Reception Analysis, Androgynous Fashion, Instagram