Penerimaan Audiens Terhadap Pesan Maskulinitas dalam Video Iklan Kampanye Sosial Gillette Versi “We Believe: The Best Men Can Be” di YouTube (Studi Resepsi pada Komunitas Freeletics Malang)

The extraordinary ability of advertising that is able to influence as well as create and change people's mindsets is used as social campaign media to bring the values and reflect the company's vision and mission. Which is like the Gillette ad "We Believe: The Best Men Can Be" which campaigns for positive masculinity. The ad was viewed 35 million times on YouTube and received 823 thousand likes and 1.6 million dislikes. The audience's response and reaction to Gillette's ad became a dispute and was divided into pro and con groups. This study aims to determine the acceptance of the Malang Freeletics Community towards the message of masculinity in the Gillette social campaign advertising video of "We Believe: The Best Men Can Be" on YouTube. This study uses a qualitative approach with a descriptive type of research. Using reception analysis from Stuart Hall as a research method with Focus Group Discussion and documentation as a data collection technique. Together with 5 active members of the Malang Freeletics Community as subjects, the data obtained from the research subjects were analyzed using Stuart Hall's theory which puts the audience into three possible positions, Dominant, Negotiated and Oppositional. The results showed that most of the subjects could accept the message of masculinity presented by Gillette but each subject was in a different position. Subjects who occupy the dominant position are subject 1 and subject 5 who receive the entire message content. Subjects in the negotiating position are subject 2 and subject 4 who receive some of the message content but also provide some exceptions. Meanwhile, the subject who is in the opposition position is subject 3 who rejects the message depicted in the media content