MULIA, SEVILA ZAHRA NUR (2026) RESEPSI PENGGEMAR TERHADAP PESAN RESILIENSI DI ERA DIGITAL DAN SISTEM KAPITALIS INDUSTRI K-POP PADA VIDEO MUSIK "FIGHTING" KARYA SEVENTEEN BSS FEAT. LEE YOUNG JI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
MV “Fighting” by SEVENTEEN BSS feat. Lee Young Ji represent the lived experiences of young people who frequently face productivity pressures, social comparison, and demands to continuously adapt within the dynamics of the digital era. MV conveys an appeal to persist and rise in the face of an increasingly competitive digital life. This study aims to explore how fans interpret messages of resilience and the presence of the capitalist system within the K-pop industry as reflected in the music video “Fighting”. This research adopts a critical paradigm and a qualitative approach using reception analysis as its method. Stuart Hall’s theory serves as the analytical framework to understand how audiences interpret media messages Data were collected through in-depth interviews with five fans from diverse backgrounds. The results reveal variations in audience interpretations, including a dominanthegemonic position that accepts the message as a positive representation of resilience, a negotiated position that appreciates the resilience message while recognizing underlying capitalist interests, and an oppositional position that views the message as a strategy of the culture industry that commodifies the emotions and experiences of Generation Z for economic gain. Keywords: Reception, Resilience, Music Video, Capitalist System, Simulated Reality (Hyperreality) Video musik “Fighting” karya SEVENTEEN BSS Feat. Lee Young Ji menampilkan adegan, koreografi, dan lirik yang merepresentasikan pengalaman kehidupan generasi z yang kerap mengalami tekanan produktivitas, perbandingan sosial, dan tuntutan untuk terus beradaptasi di tengah dinamika era digital. Video musik ini menghadirkan ajakan untuk bertahan dan bangkit dalam menghadapi kehidupan digital yang kompetitif. Penelitian ini ditujukan untuk mendalami bagaimana penggemar memaknai pesan resiliensi di era digital dan keberadaan sistem kapitalis industri K-Pop dalam video musik “Fighting” karya SEVENTEEN BSS Feat. Lee Young Ji. Penelitian ini menggunakan paradigma kritis dan pendekatan kualitatif dengan metode resepsi. Teori Stuart Hall menjadi landasan untuk memahami bagaimana khalayak memaknai pesan media. Data diperoleh melalui wawancara mendalam dengan lima penggemar dengan latar belakang berbeda. Hasil penelitian menunjukkan adanya variasi posisi pemaknaan, yaitu posisi dominan-hegemoni yang menerima pesan sebagai representasi resiliensi dan memaknainya secara positif, posisi negosiasi yang mengapresiasi pesan resiliensi tetapi mengkritisi kepentingan kapitalis secara parsial, dan posisi oposisi yang memandang pesan sebagai komoditas industri budaya dengan memanfaatkan emosi serta pengalaman generasi z demi keuntungan. Kata Kunci: Resepsi, Resiliensi, Video Musik, Sistem Kapitalis, Realitas Semu (Hiperrealitas)
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