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"Popularitas live stream gaming di Indonesia terus meningkat semenjak pandemi Covid-19. Meningkatnya popularitas tersebut dapat dimanfaatkan content creator untuk melakukan kegiatan kemanusiaan berbentuk charity stream. Charity stream adalah bentuk penggalangan dana saat melakukan live streaming. Salah satu Youtuber asal Indonesia, Brando Franco Windah, memanfaatkan popularitas yang dimilikinya untuk melakukan charity stream. Brando dikenal sebagai Youtuber gaming karena sering melakukan live streaming dengan topik video game dalam media Youtube. Ia juga sering melakukan charity stream sambil bermain video game. Tulisan ini bertujuan untuk mengkaji potensi efek media pada khalayak dalam tingkat afeksi melalui studi pada charity stream yang dilakukan Brando melalui channel Windah Basudara. Pesan media yang diciptakan Brando melalui kanal Youtube dan Instagram pribadinya dapat mempengaruhi afeksi khalayak untuk turut melakukan aksi kemanusiaan melalui charity stream. Penulis melakukan analisis menggunakan pendekatan observasi daring terhadap 16 siaran ulang charity stream pada Youtube Windah Basudara, unggahan Instagram Windah Basudara yang berkaitan dengan charity stream, serta kolom komentar pada charity stream dan Instagram. Merujuk pada Potter (2012), efek pesan media dapat mempengaruhi khalayak melalui empat cara, yaitu acquiring affect, triggering affect, altering affect, dan reinforcing affect. Hasil dari analisis menunjukkan Brando berhasil mempengaruhi afeksi khalayak terutama melalui acquiring affect dan triggering affect. Penulis juga menemukan adanya perbedaan gaya berkomentar khalayak dalam live chat Youtube dan kolom komentar Instagram Windah Basudara. Perbedaan gaya komentar tersebut disebabkan oleh perbedaan karakteristik dari kedua medium tersebut dalam membawa pesan media charity stream, yang menunjukkan the media is the message.

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The popularity of live stream gaming in Indonesia has continued to increase since the Covid-19 pandemic. This increased popularity can be utilized by content creators to carry out humanitarian activities in the form of charity streams. Charity streams are a form of fundraising when live streaming. One Youtuber from Indonesia, Brando Franco Windah, takes advantage of his popularity to do charity streams. Brando is known as a gaming Youtuber because he often does live streams on video game topics on Youtube. Brando also often does charity streams while playing video games. This paper aims to examine the potential effects of media on audiences at the level of affection through a study on charity streams conducted by the Windah Basudara channel. Media messages created by Brando through his personal Youtube and Instagram channels can influence audience affection to take part in humanitarian action through charity streams. The author conducted an analysis using an online observation approach to 16 charity stream replays on Youtube Windah Basudara, Instagram posts by Windah Basudara relating to charity streams, as well as comment columns on charity streams and Instagram. The effects of media messages can influence audiences in four ways, acquiring affect, triggering affect, altering affect, and reinforcing affect. The results of the analysis show that Brando succeeded in influencing the affective effect of the audience, especially through acquiring affect and triggering affect. The author also found that there were differences in the style of public commenting in Youtube live chat and Windah Basudara's Instagram comments column. The difference in commentary styles is due to the different characteristics of the two mediums in conveying the message of the media charity stream, which shows the media is the message."

"ABSTRAKDewasa ini pemanfaatan media sosial Instagram sudah tidak lagi terbatas untuk kebutuhan pribadi namun juga untuk kebutuhan bisnis. Salah satu merek yang memanfaatkan Instagram untuk membangun brand image adalah 20 FIT. Pembentukan citra tersebut tidak akan selalu ditangkap secara sama oleh seluruh khalayaknya dikarenakan adanya proses atribusi yang berbeda-beda. Penelitian kuantitatif ini bertujuan menganalisis hubungan antara personal attribution terhadap brand image pada Instagram 20 FIT. Hasil penelitian menunjukkan adanya hubungan yang cukup di antara kedua hal tersebut.

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ABSTRAKToday, the use of social media Instagram is no longer limited to personal needs but also for business needs. One brand that uses Instagram to build a brand image is 20 FIT. Unfortunately, the formation of the image will not always be captured equally by the whole audience due to the different attribution process. This quantitative research aims to analyze the relationship between personal attribution to brand image on 20 FIT Instagram account. The results of the study indicate a sufficient relationship between the two things."

"[ABSTRAKPenelitian ini bertujuan untuk melihat bagaimana khalayak memaknai transparansi Pemerintah Provinsi DKI Jakarta pada media sosial YouTube. Pemaknaan disini dilihat apakah khalayak memaknai sebuah informasi yang disampaikan melalui media sosial YouTube dengan karateristik dimana informasi yang disampaikan bebas tanpa harus melalui suatu Gatekeeper dimaknai sama antara pembuat atau pemilik informasi dengan penerima informasi sebagai bentuk transparansi pemerintah daerah. Informasi yang dimaksud adalah tiga video milik Pemerintah Provinsi DKI Jakarta yang diunggah pada media sosial YoTube yang dipilih oleh peneliti menjadi objek penelitian dengan berbagai alasan tertentu. Penelitian mengacu kepada teori televisual Stuart Hall dengan menggunakan reception analysis yangmemfokuskan pada pengalaman subjektif sebagai khalayak aktif (meaning-contruction) memahami suatu fenomena serta bagaimana makna diciptakan melalui pengalaman tersebut. Mengacu pada studi pemaknaan penelitian ini mengacu pada tiga hipotesis dimana khalayak terbagi menjadi tiga posisi pemaknaan, yaitu dominan-hegemonik, negosiasi, dan oposisiPenelitian menggunakan pendekatan kualitatif dengan wawancara mendalam sebagai metode untuk mencari data primer. Metode penelitian yang digunakan yaitu studi kasus (single case, single level).Pemilihan informan dilakukan secara purposive samplingdengan mempertimbangkan variasi berdasarkan latar belakang konteks sosial budaya informan. Hasil penelitian menunjukkan bahwa ada pemaknaan beragam karena berbagai macam faktor, salah satunya adalah faktor pengalaman dan pengetahuan informan. Penelitian ini juga menggunakan pendekatan interpretive communities, dimanakhalayak sebagai anggota atau bagian dari komunitas tertentu sebagai pemberi makna dipengaruhi oleh lingkungan sosial dan budaya serta adanya pembagian pengalaman-pengalaman diantara anggota komunitas.

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ABSTRACTThis study aimed to see how audiences interpret the transparency of the Government of Jakarta on social media YouTube. Meanings here seen whether the audience to interpret an information delivered through social media YouTube with characteristics which are delivered free information without having to go through a Gatekeeper interpreted equally between the author or owner of the information with the recipient information as a form of local government transparency. The information that mean is three videos belong to the Government of Jakarta are uploaded to social media YoTube chosen by the researcher becomes the object of research with a variety of reasons. The study refers to the theory of Stuart Hall televisual using the reception analysis that focuses on the subjective experience as an active audience (meaning-contruction) understand a phenomenon and how meaning is created through the experience. Referring to the study of the meaning of this study refers to the three hypotheses in which the audience is divided into three positions of meaning, which is the dominant-hegemonic, negotiation, and opposition.The study used a qualitative approach with in-depth interviews as a method to locate the primary data. The method used is a case study (single case, single level). Selection of informants is purposive sampling by considering variations based on the cultural background of the social context of informants. The results showed that there is meaning vary due to various factors, one of which is a factor of experience and knowledge of the informant. This study also uses the interpretive communitiesto approach, to which the audience as a member or part of a particular community as a giver of meaning is affected by social and cultural environment as well as the sharing of experiences among members of the community., This study aimed to see how audiences interpret the transparency of the Government of Jakarta on social media YouTube. Meanings here seen whether the audience to interpret an information delivered through social media YouTube with characteristics which are delivered free information without having to go through a Gatekeeper interpreted equally between the author or owner of the information with the recipient information as a form of local government transparency. The information that mean is three videos belong to the Government of Jakarta are uploaded to social media YoTube chosen by the researcher becomes the object of research with a variety of reasons. The study refers to the theory of Stuart Hall televisual using the reception analysis that focuses on the subjective experience as an active audience (meaning-contruction) understand a phenomenon and how meaning is created through the experience. Referring to the study of the meaning of this study refers to the three hypotheses in which the audience is divided into three positions of meaning, which is the dominant-hegemonic, negotiation, and opposition.The study used a qualitative approach with in-depth interviews as a method to locate the primary data. The method used is a case study (single case, single level). Selection of informants is purposive sampling by considering variations based on the cultural background of the social context of informants. The results showed that there is meaning vary due to various factors, one of which is a factor of experience and knowledge of the informant. This study also uses the interpretive communitiesto approach, to which the audience as a member or part of a particular community as a giver of meaning is affected by social and cultural environment as well as the sharing of experiences among members of the community.]"

"Pada pemilihan Gubernur DKI Jakarta 2017, banyak beredar pesan disinformasi yang isinya bersinggungan antara isu sosial, politik, dan SARA. Salah satu isu yang ramai tersebar adalah migrasi 10 juta penduduk Cina ke Indonesia dan Jakarta Bersyariah. Isu ini kemudian berkembang menjadi wacana publik. Presiden Joko Widodo beserta jajaran kementerian telah berulang kali mengklarifikasi isu tersebut. Namun, masih ada orang yang menganggap bahwa informasi ini benar. Artikel ini mencoba memberikan penjelasan atas fenomena ini dari lensa Encoding/Decoding dan Komunitas Interpretif. Pengumpulan data dilakukan dengan menggunakan teknik wawancara mendalam terhadap lima informan.Hasil penelitian menunjukkan bahwa khalayak menggunakan posisi budaya, sejarah kehidupan, dan komunitas interaktif yang terdiri dari komunitas sosial dan komunitas interpretif sebagai strategi untuk menginterpretasi suatu pesan. Interaksi dengan komunitas interpretif dan komunitas sosial mereka yang terbatas juga menguatkan pemaknaan mereka terhadap isu ini. Hal ini menandakan bahwa teks dalam komunitas virtual tidak lagi dipandang sebagai perpanjangan pesan atau penambahan informasi, namun ditujukan untuk memelihara suatu komunitas di masyarkat dalam waktu yang relatif sementara.

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Around the campaign season of Jakarta Governor 2017 election, several disinformation messages related to social issues, politics, and ethnicity are circulating among communities. One of the most widespread rumor is about the migration of 10 million Chinese citizens to Indonesia and Jakarta Shariah law. This issue then developed into public discourse. President Joko Widodo, as well as well any other related to that disinformation, has repeatedly clarified the issue. However, some group in society assume that this information is correct. This research attempts to provide an explanation for this phenomenon using Encode Decode and Interpretive Communities as conceptual lens. Data collection was done by using in depth interview technique on five informants.

The result of this research shows that audiences use cultural positions, life histories, and interactive communities consisting of social communities and interpretive communities as a strategy to interpreting a message. Interaction with their interpretive communities and their limited social community could also strengthen their meaning on this issue. The result of this research also implies that the act of sharing disinformation text is not purely for projecting information but an act of maintaining society in time."

"Profil Perusahaan: Kantor Berita Radio (KBR) merupakan penyedia konten berita yang berasaskan pada jurnalisme independen dan sudah berdiri sejak tahun 1999. KBR mendistribusikan konten beritanya melalui situs (kbr.id), Instagram (kbr.id),Twitter, Facebook, YouTube (BeritaKBR), dan podcast (kbrprime.id). Tujuan KBR adalah untuk memastikan pendengarnya bisa mendapatkan informasi mengenai berita terkini yang bisa dipercaya dengan mudah. Analisis Situasi:1. StrengthsMulti-platform (situs, media sosial, audio & video streaming, dan aplikasi seluler), memiliki berbagai konten sesuai dengan segmennya masing-masing, media sosial Instagram KBR merupakan platform terkuat dengan total reach 3,755,259 akun.2. WeaknessesKurang dikenal oleh khalayak dibandingkan dengan kompetitornya, memiliki engagement rate yang lebih kecil dibandingkan dengan yang seharusnya, memiliki followers yang relatif lebih kecil daripada kompetitornya, belum memiliki visual yang menarik bagi khalayaknya, konten yang banyak membuat khalayak KBR bingung dan tidak tertarik.3. OpportunitiesInstagram menjadi salah satu sumber pencarian informasi utama di Indonesia, Instagram dapat membantu radio untuk mempertahankan eksistensinya di era digital, adanya berita yang viral dan terbaru dapat memunculkan minat khalayak untuk melakukan engagement pada sebuah konten di Instagram, Industri media berita terus berkembang sesuai dengan perkembangan digital.4. ThreatsKompetitor yang baru muncul sudah bisa memiliki pengikut dan pembaca lebih banyak dibandingkan dengan KBR, kompetitor memiliki audience engagement yang relatif lebih tinggi dibandingkan dengan KBR, radio sudah mulai tertinggal karena banyaknya orang menggunakan media baru untuk mencari informasi. Rumusan Masalah:Engagement khalayak KBR terhadap konten Instagram KBR masih dapat dikatakan rendah jika dibandingkan dengan engagement rate yang baik. Tujuan:1. Meningkatkan engagement rate di Instagram KBR (@kbr.id).2. Meningkatkan brand awareness di Instagram KBR (@kbr.id).3. KBR memperbaiki visual di media sosialnya sesuai dengan target khalayak. Khalayak Sasaran:1. Demografis: Laki-laki dan perempuan berusia 25-44 tahun dan berstatus ekonomi A, B, C+.2. Geografis: Seluruh daerah Indonesia dengan kecepatan internet yang stabil.3. Perilaku: Aktif menggunakan Instagram sebagai sumber pencarian informasi utama.4. Psikografis: Selalu ingin tahu mengenai berita terbaru dan menyukai desain visual yang sederhana dan menarik. Usulan Program:Program pemasaran media sosial digunakan untuk menjawab permasalahan engagement akun Instagram KBR. Program ini dibagi menjadi tiga bagian utama:• Perbaikan Konten dan Visual Instagram KBR• Konten Khusus yang Meningkatkan Partisipasi Khalayak• Instagram Ads Jadwal: Januari – April 2023Anggaran: Rp8.075.000Evaluasi:Input: mengevaluasi program yang berjalan dari pra-produksi sampai produksiOutput: mengevaluasi seluruh kegiatan dari produksi sampai pasca produksiOutcome: mengevaluasi dampak dari program terhadap target khalayak.

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Company's Profile: Kantor Berita Radio (KBR) is a news content provider based on independent journalism and has been established since 1999. KBR distributes its news content through its website (kbr.id), Instagram (kbr.id), Twitter, Facebook, YouTube (BeritaKBR), and podcasts

(kbrprime.id). KBR's goal is to ensure that its listeners can easiliy get reliable information about the latest news.

Situation Analysis:

1. Strengths

Multi-platform (website, social media, audio & video streaming audio & video, and mobile apps), has a variety of content according to its segment each segment, KBR's Instagram social media is the strongest with a total reach of 3,755,259 accounts.

2. Weaknesses

Less recognized by the audience compared to competitors, has a smaller engagement rate than it should, has relatively smaller followers than it compared to what it should be, has relatively smaller followers than its competitors, does not yet have attractive visuals for competitors, does not yet have visuals that are attractive to its audience, a lot of content makes KBR's audience

confused and uninterested.

3. Opportunities

Instagram is one of the main sources of information in Indonesia, Instagram can help radio to maintain its presence in the digital era, the existence of viral and latest news can can generate audience interest in engaging with content on Instagram, the news media industry continues to grow according to engagement on a content on Instagram, the news media industry continues to grow in accordance with digital development.

4. Threats

Newly emerging competitors can already have followers and readers more than KBR, competitors have relatively higher audience engagement compared to KBR, radio has begun to fall behind due to the number of competitors have relatively higher audience engagement compared to KBR, radio has started to fall behind because many people use new media to find

information.

Problem Statement:

KBR's audience engagement on Instagram is still considered

to be low when compared to a good engagement rate.

Objectives:

1. To increase the engagement rate on KBR's Instagram (@kbr.id).

2. To increase brand awareness on KBR Instagram (@kbr.id).

3. KBR improves the visuals on its social media in accordance with the target audience.

Target Audience:

1. Demographics: Men and women aged 25-44 years old and economic status A, B, C+.

2. Geographic: All regions of Indonesia with stable internet speed.

3. Behavior: Actively using Instagram as main source of information search.

4. Psychographic: Always curious about the latest news the latest news and likes simple and attractive visual design.

Proposed Program:

A social media marketing program was used to address the engagement issues of KBR's Instagram account. The program is divided into three main parts:

- KBR Instagram Content and Visual Improvements

- Customized Content that Increases Participation Audience

- Instagram Ads

Schedule: January - April 2023

Budget: IDR 8,075,000

Evaluation:

Input: evaluate the program running from pre-production to production

Output: evaluate all activities from production to post-production

Outcome: evaluate the impact of the program on target audience."

"ABSTRAKPendapatan dari hasil kedatangan wisatawan mancanegara telah memberikan manfaat pada pembangunan nasional. Dengan demikian, penting untuk dilakukannya pemasaran pariwisata dengan tujuan meningkatkan jumlah kedatangan wisatawan mancanegara. Penelitian ini akan spesifik membahas tentang bagaimana Kemenpar, sebagai institusi pusat pariwisata Indonesia, mengoptimasi saluran media digital yang dekat dengan khalayak muda. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan pengumpulan data triangulasi. Metode triangulasi dilihat dari sisi wawancara mendalam, analisis dokumen, dan survei singkat yang diikuti oleh 40 responden berasal dari sebuah komunitas traveler muda yang pernah ke Indonesia. Konsep strategi komunikasi RACE-Research-Action Planning-Communication-Evaluation. Strategi pemetaan stakeholder, Pentahelix, terlibat dalam perumusan strategi komunikasi ini di tahap perencanaan. Strategi pemilihan saluran media, POSE, juga termasuk pada tahap implementasi komunikasi. Dari sini, dapat dilihat bahwa Kemenpar telah memanfaatkan konsep POSE dalam mengoptimasi saluran media digitalnya, namun terfokus pada penggunaan paid media. Kemenpar juga telah memperhitungkan peran stakeholder, terutama pada stakeholder komunitas yang mana Kemenpar mendirikan sebuah komunitas khalayak muda untuk pemasaran mancanegara dengan nama Generation of Wonderful Indonesia GenWI . Kemenpar juga melihat kesempatan potensi pariwisata pada khalayak muda dan media digital dengan cara membuat dua inisiatif baru, yakni Digital Tourism dan Nomadic Tourism.

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ABSTRACTThe revenue from the visit of foreign tourist has given much benefit in national development. Therefore, it is important to conduct marketing strategy in tourism in order to increase the visit. This research will specifically describe about how Ministry of Tourism, as a board institution, optimize the digital media channel that is closely related with youth market. This study will use descriptive qualitative approach and triangulation method. The triangulation method will be analysed from in depth interview, documents analysis, and short survey filled by 40 respondents from international young travelers community who have experience in visiting Indonesia. The concept of RACE Research, Action Planning, Communication, Evaluation will be formulated into strategic communication. Stakeholder mapping, Pentahelix, will be involved within the stage of action planning. Media channels mapping strategy, POSE Paid, Owned, Shared, Earned, will also be ellaborated into the stage of communication. From this, we could see how The Ministry could utilize the concept of POSE in optimizing their digital media channels, yet more focused on paid media. The Ministry has also considered to use stakeholder mapping, especially community stakeholder where The Ministry itself has established youth community for international marketing namely Generation of Wonderful Indonesia. The Ministry took the opportunity of tourism potential in youth market and digital media by creating new initiatives, Digital Tourism and Nomadic Tourism."

"ABSTRAKTesis ini menguji teori ketergantungan pada sistem media media system dependency/MSD theory yang awalnya dikembangkan oleh Ball-Rokeach dan DeFleur 1976 . Teori MSD menekankan relasi antara sistem media, khalayak, dan sistem sosial sebagai penentu efek media pada khalayaknya. Konflik sosial yang terjadi pascapilkada Jakarta 2017 menjadi konteks masalah penelitian ini. Kelompok mahasiswa dipilih sebagai sampel penelitian kuantitatif ini. Menggunakan uji statistik regresi linear berganda, data primer yang dikumpulkan dari 240 responden diolah berdasarkan kategori tujuh tipe media, yaitu koran, televisi, situs berita online, Twitter, Facebook, YouTube, dan WhatsApp Group. Hasil penelitian menyimpulkan variabel ketergantungan pada media secara konsisten di semua media kuat dipengaruhi oleh variabel kepercayaan pada media. Variabel bebas lainnya, yaitu penggunaan media, dan usia terbukti berpengaruh dengan variasi tergantung tipe media. Sementara itu, variabel ancaman perpecahan yang dirasakan terbukti tidak bisa menjadi prediktor dalam semua tipe media. Penelitian ini perlu ditindaklanjuti dengan penelitian-penelitian berikutnya dengan koreksi model dan memperluas kategori responden.

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ABSTRACTThe focus of this study is theoritical testing of media system dependency MSD theory who was introduced by Ball Rokeach and DeFleur 1976 . This theory emphasize on the relation of media system, audience, and society as a determinant for media effect on the audience. The context issue of this research is social conflict as a result of Jakarta election 2017. A group consist of 240 college student were selected as a sampling. This quantitative research use multiple linear regression for measuring the influence of media use, media trust, perceived threat, and age on the media dependency. Newspaper, television, online news site, Twitter, Facebook, YouTube, and WhatsApp Group were tested to reveal the differrence of findings in each media type. The conclusion tells that media dependency variable is influenced significantly by media trust variable. Except perceived threat that is not proved as the predictor, other variables are influencing media dependency with some variations depend on media type. Next studies will be needed to evaluate more the MSD theory with some correction on the theoritical design and broaden the sampling"

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"Penghindaran terpaan iklan adalah perilaku yang umum bagi pengguna media, terlebih pada media televisi di era digital ini. Salah satu cara menghadapi masalah ini adalah mempengaruhi afeksi khalayak. Iklan transformasional adalah salah satu jenis konsep iklan yang fokus dalam menghibur khalayak sasarannya karena rendahnya motivasi untuk memproses pesan iklan. Jenis iklan ini umumnya digunakan untuk menciptakan sikap pada merek yang lebih positif dengan cara penggunaan elemen iklan yang menciptakan asosiasi perasaan terhadap merek dan kepribadian merek. Penelitian kuantitatif ini bertujuan untuk menganalisis hubungan antara terpaan iklan yang menciptakan afeksi terhadap sikap pada merek melalui asosiasi perasaan dan kepribadian merek dengan konsep classical conditioning. Hasil dari penelitian ini menunjukkan bahwa hubungan antara terpaan iklan dengan penciptaan sikap pada merek memerlukan asosiasi perasaan, sedangkan asosiasi kepribadian merek berkorelasi negatif dengan terpaan iklan sehingga tidak mempengaruhi sikap pada merek secara signifikan. Berdasarkan hasil tersebut dapat disimpulkan bahwa elemen-elemen iklan transformasional yang dapat menciptakan afeksi positif membuat khalayak menahan perhatiannya dan menciptakan sikap pada merek yang positif.

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Advertising exposure avoidance is a common behavior of media user, even more on television in this digital era. One of the ways to face this problem is to affecting audience affection. Transformational advertising is one of advertising concept type that focus on entertain the target audience because of low motivation to processing an advertising message. This type of ad is commonly used to create more positive brand attitude by using ad elements that create feeling and brand personality association to brand. This quantitative research aims to analyze the relationship between advertising exposure that create affection to brand attitude by associate feelings and brand personalities with classical conditioning concept.

The result of this research shows the relationship between advertising exposure and the creation of brand attitude needs feeling association while brand feeling association has negative correlation with advertising exposure, so it doesn rsquo t affect brand attitude significantly. Based on the result of this study, the elements of transformational advertising can create a positive affection which makes the audience hold their attention and create a positive brand attitude."

"ABSTRAKSkripsi ini membahas pemahaman khalayak dewasa awal, khususnya mahasiswa, terhadap pesan media massa mengenai pentingnya gaya hidup sehat untuk mencegah resiko penyakit tidak menular Diabetes Tipe 2. Khalayak mahasiswa dipilih karena merupakan khalayak dewasa awal yang memiliki dinamika aktivitas cukup tinggi dan cenderung memiliki gaya hidup yang kurang teratur. Penelitian ini merupakan penelitian kualitatif dengan menggunakaan metode pengumpulan data melalui wawancara dan metode analisis tematik. Hasil penelitian memperlihatkan bahwa khalayak mahasiswa adalah khalayak yang pasif terhadap informasi kesehatan. Selain itu ditemukan pula bahwa pemahaman khalayak mahasiswa terhadap informasi kesehatan tersebut lebih banyak terbentuk dari interaksi orang-orang di sekitarnya, bukan dari media.

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Abstract

This thesis is discusses the comprehension of the young adult audience, particularly undergraduate students, on the message conveyed by the mass media about the importance of a healthy lifestyle in preventing the non-communicable disease of Type II Diabetes Mellitus. Undergraduate students were chosen as the focus of this study based on the rationale that this group has highly dynamic activitieas and tends to have a less organized lifestyle. This is a qualitative study which utilizes interview as the method of data collection with thematic method of analysis. Results show that undergraduate students are a passive audience when it comes to health information in media. In addition, the results also show that what students understand about health is more because their interaction with people around them, like family and peer group, not because the health information that appear in media."