REGITA, AYU PRAMESTI (2025) ANALISIS RESEPSI GEN Z PADA AKSI BOIKOT PRODUK PRO ISRAEL MELALUI AKUN @BDSmovement DI PLATFORM X PERIODE OKTOBER 2023 – MARET 2024. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
BDS movement merupakan singkatan Boycott, Divestment, and Sanctions yang menciptakan kampanye atas protesan tanpa disertai kekerasan yang tujuan utamanya adalah menekan Israel akibat pembantaian besar yang telah dilakukan. Penelitian ini memiliki tujuan untuk mengetahui bagaimana para Generasi Z memberikan persepsi adanya kampanye sosial mengenai aksi boikot oleh akun @BDSmovement pada ranah platform X. Metode penelitian ini menggunakan teori Encoding-Decoding atau teori analisis resepsi dari Stuart Hall dengan pendekatan deskriptif kualitatif yang dimana pemaknaan dari para informan Gen Z akan dihasilkan melalui metode pengumpulan datanya yaitu wawancara mendalam. Hasil penelitian ini menunjukan kedelapan informan memiliki pemaknaan, pendapat, serta opini yang berbeda terkait aksi boikot pada akun @BDSmovement tersebut. Perbedaan pemaknaan didasari karena adanya faktor lingkungan sosial, pekerjaan, maupun keluarga. Mayoritas informan menilai bahwa aksi boikot tersebut efektif karena terjadi di ranah yang memiliki jumlah pengguna yang banyak terutama kalangan Gen Z, sangat fleksibel dan menambah wawasan baru terkait peristiwa penting yang terjadi di dunia. Informan juga menilai bahwa aksi boikot ini memberikan dampak-dampak tertentu baik positif maupun negatif berdasarkan yang terjadi di lingkungan sekitar mereka. BDS movement stands for Boycott, Divestment, and Sanctions which created a campaign of non-violent protests whose main goal is to pressure Israel due to the great massacre that has been carried out. This study aims to determine how Generation Z perceives the existence of a social campaign regarding the boycott action by the @BDSmovement account on the X platform. This research method uses the Encoding-Decoding theory or reception analysis theory from Stuart Hall with a qualitative descriptive approach where the meaning of Gen Z informants will be produced through the data collection method, namely in-depth interviews. The results of this study show that the eight informants have different meanings, opinions, and opinions regarding the boycott action on the @BDSmovement account. Differences in meaning are based on social, work, and family environmental factors. The majority of informants considered that the boycott action was effective because it occurred in a realm that had a large number of users, especially among Gen Z, was very flexible and added new insights regarding important events that occurred in the world. Informants also considered that this boycott action had certain impacts, both positive and negative, based on what happened in their environment.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221010147 |
| Uncontrolled Keywords: | Analisis Resepsi, Kampanye Boikot, X, BDS Movement Reception Analysis, Boycott Campaign, X, BDS Movement |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | SUTRA DEWANGGA |
| Date Deposited: | 20 Feb 2025 02:05 |
| Last Modified: | 20 Feb 2025 02:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94352 |
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