HATI, ADSYLA NASYWA (2026) ANALISIS PERSEPSI CANCEL CULTURE PENGGUNA X PADA CITRA ABIDZAR AL-GHFARI DALAM FILM A BUSINESS PROPOSAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of cancel culture on social media has become an increasingly common issue and impacts the image of public figures. One case that has drawn public attention is Abidzar Al-Ghifari's statement regarding his admission of not watching the original version of the Korean drama A Business Proposal, which then triggered negative reactions from X social media users. This study aims to analyze X users' perceptions of the cancel culture phenomenon and its impact on Abidzar Al-Ghifari's image as the main actor in the film A Business Proposal. This research refers to six previous studies that discuss the cancel culture phenomenon on social media and its effects on a person's image and reputation. This research is based on a theoretical study of the concept of cancel culture and image theory according to Frank Jefkins, which includes mirror image, current image, wish image, and corporate image. The paradigm used in this study is the constructivist paradigm. This research uses a qualitative approach with a case study method. Data collection techniques include in-depth interviews, observation, and documentation. The data analysis techniques in this study are data reduction, data presentation, and drawing conclusions and verification. The validity of the data was tested through source triangulation. The results of the study indicate that Abidzar's statement triggered various perceptions, both positive and negative. Positive perceptions view cancel culture as a form of social control and an evaluation of the professionalism of public figures. Meanwhile, negative perceptions argue that cancel culture has developed excessively, creating a negative image, prompting calls for boycotts, and reducing interest in watching films before their release. Research findings also indicate a mismatch between Abidzar's self-perception (mirror image) and the public's expectations (wish image), which contributes to the shift of his current image toward the negative. In addition to affecting Abidzar's personal image, the phenomenon of cancel culture also impacts the image of the film *A Business Proposal* as a product he represents. This study concludes that the social media platform X plays a significant role in accelerating the formation of public perception and reinforcing the dynamics of cancel culture on the image of public figures. Keywords: Cancel Culture, Image, Social Media X, Abidzar Al-Ghifari, Image Theory. Fenomena cancel culture di media sosial menjadi isu yang semakin sering muncul dan berdampak pada citra publik figur. Salah satu kasus yang menarik perhatian publik adalah pernyataan Abidzar Al-Ghifari terkait pengakuannya tidak menonton versi asli drama Korea A Business Proposal yang kemudian memicu reaksi negatif pengguna media sosial X. Penelitian ini bertujuan untuk menganalisis persepsi pengguna X terhadap fenomena cancel culture serta dampaknya terhadap citra Abidzar Al-Ghifari sebagai aktor utama dalam film A Business Proposal. Penelitian ini merujuk pada enam penelitian terdahulu yang membahas fenomena cancel culture di media sosial serta dampaknya terhadap citra dan reputasi seseorang. Penelitian ini didasarkan pada kajian teoritis mengenai konsep cancel culture dan teori citra (image) menurut Frank Jefkins yang meliputi mirror image, current image, wish image, dan corporate image. Paradigma yang digunakan pada penelitian ini adalah paradigma konstruktivisme. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Teknik analisis data pada penelitian ini adalah reduksi data, penyajian data, dan penarikan kesimpulan dan verifikasi. Keabsahan data diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa pernyataan Abidzar memicu beragam persepsi, baik positif maupun negatif. Persepsi positif memandang cancel culture sebagai bentuk kontrol sosial dan evaluasi terhadap profesionalisme publik figur. Sementara itu, persepsi negatif menilai bahwa cancel culture telah berkembang secara berlebihan hingga membentuk citra negatif, memicu ajakn boikot, serta menurunkan minat menonton film sebelum dirilis. Temuan penelitian juga menunjukkan adanya ketidaksesuaian antara persepsi diri Abidzar (mirror image) dan harapan publik (wish image) yang berkontribusi pada perubahan current image ke arah negatif. Selain berdampak pada citra personal Abidzar, fenomena cancel culture juga berpengaruh terhadap citra film A Business Proposal sebagai produk yang direpresentasikan olehnya. Penelitian ini menyimpulkan bahwa media sosial X berperan signifikan dalam mempercepat pembentukan persepsi publik dan memperkuat dinamika cancel culture terhadap citra publik figur. Kata Kunci: Cancel Culture, Citra, Media Sosial X, Abidzar Al-Ghifari, Teori Citra.
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