PEMAKNAAN FASHION HIJAB DI SOSIAL MEDIA INSTAGRAM (STUDI RESEPSI SELEBRAM HIJABERS PADA UNIT KEGIATAN MAHASISWA (UKM) PUTRA PUTRI KAMPUS UNIVERSITAS MUHAMMADIYAH MALANG)

This study aims to find out the meaning of the audience, especially the members of the Putra Putri Kampus Student Activity Unit (UKM) at the University of Muhammadiyah Malang against the hijabers who formed the hijab fashion on Instagram social media. This research is a type of qualitative research which aims to find out how members of the Campus Princess Student Activity Unit (UKM) are decoding the hijab fashion encoding by gram hijabers on Instagram social media. Data collection techniques used in this study were interview techniques, and documentation. The data in this study are then analyzed using a theory from Stuart Hall that places audiences into three positions, namely The Dominant Hegemonic, Negotiating Reading and Opposition Reading. The results of the study of six subjects, three men and three women turned out to have the most Negotiated Reading positions, with a total of three men and one woman. Gender, background, and life experience influence the individual meanings of hijab fashion media texts on Instagram social media. According to research subjects who are in a dominant position, hijab fashion on Instagram can have a major influence on changes in one's style, he is very receptive to the media text message codes offered and supports the presence of a gram of hijabers featuring the latest fashion in hijab. Whereas subjects in negotiation positions are dominated by men, in line and receive the incoming code, but they add if it is better for the hijabers not to wear clothes that are too tight because an influncer or even using a hijab, should show appropriate dressing methods with the Islamic Shari'ah. It is very different from the subject who occupies an opposition position where he conveys his rejection and disagreement with the fashion that is formed by gram hijabers on Instagram because it can bring hedonic and consumptive influence to the community