Loveta, Vian (2020) Persepsi Khalayak Terhadap Musik Video Lathi. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang.

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Abstract

The creativity of the music industry in Indonesia is growing tremendously in conveying a message to the audience. Music is one simple form of communication to convey. Nowadays, mass communication is also developing to be able to bring out new media such as the internet, with various platforms, one of which is Youtube. Youtube as one of the most widely accessed online media in Indonesia becomes a place for people to search for information, one of which is music videos. Lathi's music video became one of the music videos that gave rise to many perceptions in the community, because of the look of the video that lifted the elements of Java. Until the opinion of one of the religious figures in Malaysia who associated the music of this video with mystical elements. Therefore, this research aims to find out how audiences perceive lathi's music videos. This research is intended for the development of communication science,
especially communication science students interested in broadcasting, and can be used for further research.
This research method uses a type of quantitative and quantitative research experiment by disseminating questionnaires directly as well as online. This research was conducted on 99 respondents who were in Jodipan area of Malang.The results of the research have been done showing that the perception of the audience based on three aspects namely selection, interpretation and response is positive. This is evident from the questionnaire results and interviews that have been conducted by the author. Although many audiences disagreed with that image in the video, explaining the lyrics featured. In conclusion, the audience had a good response in perceived Lathi's music video.

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