PEMBACAAN PENONTON TERHADAP ISU PRIMITIVE DALAM PROGRAM ACARA REALITY SHOW PRIMITIVE RUNAWAY EPISODE NEGERI DIATAS AWAN SUKU SAMBORI (STUDI KASUS ANALISIS ETNOGRAFI MEDIA PADA KALANGAN MAHASISWA ASAL BIMA DI UNIVERSITAS 45 MATARAM)
DOI:
https://doi.org/10.36761/kagangakomunika.v5i1.2670Abstract
Primitive Runaway (PR) is a program featuring artists and their friends to learn about the customs, culture and habits of a tribe, one of which is the episode Negeri Atas Awan Tribe of Sambori Bima. The audience controversy started with their self-interpretation of the text produced by PR. Through this event, viewers who are not from Bima will have the perception that the Bima community is a primitive and backward society. Differences in the views of the audience are understandable because the audience is the creator of meaning. This study uses a qualitative approach through data collection in the form of descriptions of the levels of Reality Show PR analysis starting from the dialogues and scenes from each scene. The method used is media ethnography which is used to investigate the media and explore entities (users) while watching the media product. The conclusion of this study is that the customs of the Sambori people have brought a variety of meanings which are then decoded by the audience differently. The results of the analysis of informants with different cultural backgrounds show different positions and identities. The presence of the audience is the lifeblood of every show. The viewer's life experience influences their interactions with media texts. The audience interprets media texts according to their social and cultural conditions. The background of the audience is different so that what is interpreted from this event will also be interpreted differently
Keywords: Audience, Reality Show, Primitive, Ethnographic Media