Kesadaran Penyelamatan Lingkungan Raja Ampat di Kalangan Generasi Z (Analisis Resepsi #SaveRajaAmpat Pada Mahasiswa Asal Papua Di UNTAG Surabaya). (Environmental Awareness of Raja Ampat Among Generation Z (Analysis Of #Saverajaampat Reception Among Papuan Students at Untag Surabaya)).

Putri, Sasmita Aprilia (2025) Kesadaran Penyelamatan Lingkungan Raja Ampat di Kalangan Generasi Z (Analisis Resepsi #SaveRajaAmpat Pada Mahasiswa Asal Papua Di UNTAG Surabaya). (Environmental Awareness of Raja Ampat Among Generation Z (Analysis Of #Saverajaampat Reception Among Papuan Students at Untag Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines how Generation Z Papuans at the University of 17 Agustus 1945 Surabaya are raising awareness about saving the Raja Ampat environment through the #SaveRajaAmpat digital campaign. Raja Ampat, as an area with the highest marine biodiversity in the world, faces ecological pressures due to excessive tourism, exploitation of natural resources, and pollution. Therefore, digital campaigns are an important means of disseminating information and strengthening public solidarity, especially among young people who are active on social media. This study analyzes how Papuan students interpret the campaign's message and how cultural background, experience, and emotional attachment to their homeland influence their interpretation. The approach used is descriptive qualitative with Stuart Hall's encoding–decoding reception analysis through in-depth interviews with active social media users. The results of the study show three patterns of reception: dominant hegemonic, when the message is fully accepted as a call for conservation; negotiated, when the message is accepted but adapted to the socio economic reality of Papua; and oppositional, when the campaign is considered to have failed to address the structural issues threatening Raja Ampat. These findings indicate that digital campaigns are effective in raising awareness and concern, but actual ecological actions remain influenced by direct experience and cultural values. This study contributes to the study of environmental communication and digital activism.

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