Interpretasi Audiens Terhadap Perempuan Berhijab Dalam Video “Hijup”(Analisis Resepsi Penonton Perempuan Berhijab Dalam Video “Hijup” #EmpowerChange)

Video is one of the developments in technology and information. Video can display something in the form of audio and visual at the same time. Moreover, nowadays an application called Youtube is provided, which is a place for people to upload videos that they make and can be seen by many people. Likewise with the video uploaded by the Youtube Hijup account. Hijup itself is an Islamic fashion e-commerce that was founded in 2011 by Diajeng Lestari. The video uploaded by Hijup tells the story of 5 hijab women who always wear their hijab in all their activities. In the video, they show their passion as hijab women who are able to straighten stereotypes about women who should be at home. Hijab is not a barrier to their activities, precisely because they wear the hijab during their activities, indicating that they are also able to uphold their nature as Muslim women. This research uses the main theory, namely the reception analysis. This theory provides an opportunity for individuals who watch the video to receive messages and interpret the messages in the #EmpowerChange by Hijup video. The method used in this research is a qualitative method by collecting the results of interviews. The informants used in this study were women who were hijab or not and were Muslim in Surakarta. The results showed that the audience was in several positions in receiving messages, namely being able to receive messages (dominant hegemonic position), being able to receive messages except with certain codes (negotiated position) and rejecting messages (oppositional positions) in the video