ABSTRACT: This research observed TVOne’s news portrayals of social protests located
in Makassar. It aim is to know the presence of media stereotyping of Makassar
ethnic which is based on audiences interpretation.
The study used qualitative perspective. The primer data were collected
with observation and depth interview through 21 Melayu and Banjar ethnic whose
been living in Makassar. Informans were selected with snowball sampling. The
secondary data were news recapitulations of TVOne Makassar Bureau during
March 2010 until December 2010. The analysis of data conducted with reception
analysis emphasized on decoding process.
The result of this research was showed that there is negative stereotyping
through Makassar ethnic act by TVOne’s news portrayals of social protests
located in Makassar. Second, the result of reception analysis refered audiences on
negotiated reading in addition of media stereotyping of Makassar ethnic. This
result based on audiences’s experience of Melayu and Banjar ethnic with
Makassar ethnic such as direct interaction.
