VIEWER RECEPTION TOWARD YOUTUBER'S GIVEAWAY

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(2012). In addition, according to Ben Agger in Burhan Bungin (2009: 100), popular culture is formed from the hegemony of the mass media which gives the power to spread influence in society.
We know that mass media is divided into two, namely traditional mass media and modern mass media. In line with popular culture which is assisted by the convenience of technology, the focus of this research is modern mass media, specifically cyber or online media.
One of the number one cyber mass media or online media in Indonesia today is Youtube. Reporting from Katadata.co.id 2019, which has conducted a survey on 150 million social media users in Indonesia, it was found that 88% of them were Youtube users, followed by second place 83% were Whatsapp users, 81% Facebook and so on. As for the user profiles, 55.5% are male, 66% of social media users aged 18 -34 years spend an average of 3 hours 26 minutes and songs are the most searched for on Youtube In the wide scope of online media, including Youtube media, of course it involves various components of the actors in it. Among them are the terms viewer, subscriber, content creator, and so on. Even though all roles in Youtube benefit from their respective goals, content creators or known as YouTubers here can get bigger profits than just viewers because they use Youtube as a land of money or even a promising profession.
The benefits that you get are the result of Adsense. Adsense is the result of JOSAR, Vol. 7 No. 1 May , 2021; p-ISSN: 2502-8251; e-ISSN:  Copyrights@ Balitar Islamic University, Blitar-Indonesia http:josar.unisbablitar.ejournal.web.id 47 uploading videos at home which can be done at any time rather than working hard outside the room, so Adsense is the answer that is closest to society today.
If you type "How to get money from Youtube" on Google, there will be many pages that we find. This shows that in line with Youtube as the number one media in Indonesia, Youtube is also increasingly being looked at by many people to make money with evidence of the emergence of many

a. Youtube giveaway analysis
Youtube giveaway is an activity to distribute prizes for free to viewers with products from the YouTubers themselves and sponsored products with certain conditions that must be met. For example, with the condition of subscribing to channel organizers and sponsors, following the organizer and sponsor's Instagram account, providing interesting comments, tagging a certain number of friends, posting giveaway activities on participant social media, or doing challenges or challenges ordered by YouTubers such as photo contest which will then be judged as the giveaway winner.
Giveaway is the right strategy to promote the channel and increase the subscriber as agreed by the audience in the next distribution, from the Megakuis.com site, the sentence stages for the giveaway are written as follows: • Shrinking the target with the names of the same big YouTubers, for example "giveaway baim wong trans7", "halilintar gen giveaway", "giveaway atta halilintar 2020", "giveaway jess no limit", "jessica jane giveaway", and many more.
Through the Youtube Help option, Youtube has set the Youtube contest policies and guidelines through two points. The first is the general limitations and requirements between them, includes: Responsible for the contest itself • Contests comply with applicable regional and international laws the word fake giveaway, for example, we found "fake giveaway giveaway", fake raffi giveaway "," fake entertainment giveaway rans "," fake giveaway ", and many others.
In addition to searching for giveaways and fake giveaways on Youtube, on the pro side, videos on how to win giveaways for giveaway hunters have appeared. The number of videos related to these tips is also quite a lot so that every day shows at least 85 searches on Youtube related to the phrase "how to win a giveaway". Regarding the terms or instructions given by YouTubers to viewers to get giveaway prizes of course by increasing the number of followers, viewers, or subscribers, some of which instruct not only to subscribe to their Youtube channel but to other social media such as personal Instagram, subscribe to other Youtube channels, even also the sponsor's social media that they mentioned. Artists need popularity to carry out their profession (Ester Meilanny, 2015). Not only subscribing and following the giveaway organizer's social media, from the five informants, informant 4 received instructions which arguably required effort through a photo contest which would then be assessed.
Judging from the answers of the five informants based on the interview, the five informants felt less enthusiastic about participating in the giveaway on Youtube compared to Instagram because of the high competitiveness and the five of them had never won giveaway prizes from Youtube itself.

a. Subject comments regarding giveaway trends
From the results of the interview, it was found that informant 1 who liked social content admitted that the current giveaway provision was legitimate for reasons of good intentions to share and was aware of the Adsense system, according to which the channel he watched Adsense was distributed to those in need. Likewise, informant 2 with similar reasons supports the good intention of sharing a fortune. Informant 3 stated that they did not mind this giveaway trend but felt that it was not the right way to increase the number of subscribers. Informant 4 does not feel a problem and is indifferent to what is in the media as long as he does not consume it. And lastly, informant 5 admitted that if YouTubers don't currently use existing methods or trends, they will be left behind and lose competitiveness. From the answer, the five of them are aware of basic YouTube knowledge, one of which is Adsense, the knowledge framework is one of the JOSAR, Vol. The research result shows that the position of the five informants is negotiated reading. The five informants considered that giveaway was legitimate to use and had no problem with giveaway being a trend on Youtube at this time, but the informants did not agree with the less useful content that was rising because the YouTubers used this giveaway method.
The five informants are in a negotiated reading position, receiving several considerations and selections based on the knowledge framework, production relations, and technical infrastructure (Hall, 2005), which the informants previously had.
They accept the use of Youtube giveaway to increase subscribers provided that the content presented by the organizer is useful and liked by informants. The four informants agreed that YouTubers have a social responsibility in presenting content so that the subscribers they get from giving a giveaway are in accordance with their target content and do not make videos less worthy of trending. in the giveaway including informant 1 as a giveaway hunter, they were selective in participating in the giveaway by paying attention to the content presented and the prizes they were after. According to Nurudin (2007: 181), media users will look for the best and most appropriate media sources in an effort to meet their needs.
The audience or the fifth informant argued for fun when they decided to take part in the giveaway on Youtube. Informant 1 as a giveaway hunter is accustomed to following giveaway on Instagram in order to target the prizes he wants, before this informant had never participated in a giveaway on the Youtube platform so he wanted to try his luck to pretend to be fun to join the giveaway when the Baim Paula channel, which is usually seen holding a giveaway.
Informant 2 was also the first to take part in the giveaway on Baim Paula's Youtube channel because he was used to watching it so informants were interested in trying. Meanwhile, informant 3 participated in the YouTube giveaway twice for fun on the Pstore channel and participated in the giveaway on his friend's personal Youtube channel. Informant 4 took part in the giveaway twice from his favorite channels he usually watched, namely Irfan Hakim and aquascape content.
Finally, the first 5 informants took part in the Youtube giveaway because the content was fun to explore and the informants saw opportunities. Of the majority of the reasons for fad, the informants are mostly based on the content they usually see or are interested in so that it raises curiosity and interest in the gifts offered

CONCLUSION
From the research results, the conclusions regarding the viewer reception to the giveaway by this YouTuber are as follows: 1. The audience has no problem and considers the giveaway which is held by many YouTubers to be reasonable for now so it has become a trend. The audience is in the position of negotiated reading or negotiation reading because even though the audience accepts the giveaway trend on Youtube, the audience does not justify YouTubers whose content is not worthy of giving a giveaway so that channels that are considered less useful have many subscribers. The audience demands the social responsibility of YouTubers to their viewers in presenting videos as an important point before holding a giveaway. Audiences have a filter in selecting the shows and channels that the giveaway follows.
2. The general audience is more likely to follow the giveaway on the Instagram platform. The audience following the Youtube giveaway is based on a "kicks" wanting to try.
The audience does not really pay attention to the pros and cons of other YouTubers who discuss giveaway. The audience thinks that although other YouTubers don't hold giveaways but make video reactions about the giveaway trend, it means that YouTubers also take the opportunity from the topic to increase viewers.

ADVICE
For further similar research, it is recommended to increase the number of informants and select informants who are communicative and critical enough to produce more in-depth research related to this topic that has been raised.
Then the suggestions for existing YouTubers are expected to narrow the segmentation more so that they don't have a lot of dislike and targeted giveaway accompanied by weighty content and social responsibility.