Setiyaningsih, Lian Agustina ORCID: https://orcid.org/0000-0002-0919-9795, Fahmi, Muhammad Hanif and Violeta, Vian (2020) Teknologi dan nilai mistis video musik lathi dalam membentuk persepsi audiens. Calathu: Jurnal Ilmu Komunikasi, 2 (2). pp. 93-102. ISSN 2656-2057; E-ISSN: 2656-6519

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Abstract

New media has advantages in penetrating time and space, also provides various entertainment
and information content. This illustrates that new media, especially Youtube, provides entertainment and
informative functions to the audience, including the use of Youtube in accessing music videos and shaping the
audience perception. This study focuses on the case of the Lathi music video which has technological elements
and mystical content towards the audience perception. Through quasi-experimental quantitative methods,
this study involved 99 respondents in Malang Raya. The result of this research showed the strong influence
of technology and mystical content to construct audience perceptions. Some of the factors that influence
the formation of perceptions are the quality of the music video, mystical content, the use of technology, and
messages that the audience can easily understand.

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