Penelitian ini membahas bagaimana pesan Peningkatan Penerapan SNI dalam konten web BSN dibaca dan dimaknai oleh khalayak di lingkungan PT Rusli Vinilon Sakti. Menurut Stuart Hall, makna pesan yang disampaikan ke khalayak tidak memberikan jaminan akan dimaknai sama oleh khalayaknya. Khalayak belum tentu akan dominan dengan apa yang dimaksud oleh si pembuat pesan. Khalayak bisa bertindak negotiable atau bahkan oppositional terhadap maksud pesan. Dari hasil penelitian menunjukkan bahwa faktor kebaruan sangat mempengaruhi persepsi; perbedaan makna oleh khalayak dilatarbelakangi oleh perbedaan jabatan pekerjaan dan pengalaman di bidang standardisasi.

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This study discusses how the message of SNI Application Enhancement in the BSN web content was read and interpreted by audiences in the PT Rusli Vinilon Sakti. According to Stuart Hall, the meaning of the message that was delivered to the audience does not guarantee the same that will be interpreted by the audience. The audience will be not necessarily dominant in what is meant by the creator of the message. People will be able to act negotiable or even oppositional to the purpose of the message. The research results showed that the novelty point greatly affect the perception and the difference in meaning by the audience that motivated by differences in job title and experience in the field of standardization.