NINGTYAS, PUTRIANA HERMA (2025) INTERPRETASI KHALAYAK MENGENAI MASKULINITAS CHIS MARTIN DALAM KONTEN MUSIC OF THE SPHERES WORLD TOUR MELALUI AKUN INSTAGRAM @COLDPLAY PERIODE (JANUARI - MEI 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study stems from the phenomenon of how the masculinity of a public figure is constructed and interpreted by the audience through social media, particularly Instagram. The study aims to analyze how audiences from three different generations Gen X, Gen Y, and Gen Z perceive Chris Martin's masculinity based on their values and experiences. This research refers to several previous studies that discuss the representation of masculinity in the media and audience reception of a more flexible concept of masculinity. Previous studies have shown that masculinity is no longer solely associated with physical strength and dominance but also with emotional expression and social empathy. However, generational differences remain in how masculinity is perceived. This study employs a qualitative method using Stuart Hall's reception analysis approach, which categorizes audience interpretations into three positions: dominant, negotiated, and oppositional. Data were collected through in-depth interviews with eight informants who met the generational criteria and had experience consuming content from the Instagram account @Coldplay. The findings reveal that audiences have diverse interpretations of Chris Martin's masculinity. Informants in the dominant position accept his energetic and expressive masculinity as part of modern masculinity. Those in the negotiated position acknowledge certain aspects of his masculinity but remain uncertain, particularly regarding his expressive style and appearance. Meanwhile, informants in the oppositional position reject the displayed masculinity and associate masculinity more with traditional characteristics such as assertiveness and dominance. Keywords: Masculinity, Chris Martin, Coldplay, Social Media, Reception Analysis Penelitian ini berangkat dari fenomena bagaimana maskulinitas seorang figur publik dikonstruksi dan diinterpretasikan oleh khalayak melalui media sosial, khususnya Instagram. Penelitian ini bertujuan untuk menganalisis bagaimana khalayak dari tiga generasi berbeda Gen X, Gen Y, dan Gen Z memaknai maskulinitas Chris Martin berdasarkan latar belakang nilai dan pengalaman mereka. Penelitian ini merujuk pada beberapa studi terdahulu yang membahas representasi maskulinitas dalam media dan penerimaan khalayak terhadap konsep maskulin yang lebih fleksibel. Studi-studi sebelumnya menunjukkan bahwa maskulinitas tidak lagi hanya dikaitkan dengan kekuatan fisik dan dominasi, tetapi juga dengan ekspresi emosional dan kepedulian sosial. Namun, masih terdapat perbedaan cara pandang antar generasi dalam menerima konsep maskulinitas. Penelitian ini menggunakan metode kualitatif dengan pendekatan analisis resepsi Stuart Hall, yang membagi khalayak ke dalam tiga kategori pemaknaan, yaitu posisi dominan, posisi negosiasi, dan posisi oposisi. Data dikumpulkan melalui wawancara mendalam dengan delapan informan yang memenuhi kriteria generasi serta memiliki pengalaman dalam mengonsumsi konten Instagram @Coldplay. Hasil penelitian menunjukkan bahwa khalayak memiliki interpretasi yang beragam terhadap maskulinitas Chris Martin. Informan dalam posisi dominan menerima citra maskulinitasnya yang energik dan ekspresif sebagai bagian dari maskulinitas modern. Informan dalam posisi negosiasi mengakui beberapa aspek maskulinitas Chris Martin tetapi tetap memiliki keraguan, terutama terkait gaya ekspresi dan penampilannya. Sementara itu, informan dalam posisi oposisi menolak citra maskulinitas yang ditampilkan dan lebih mengaitkan maskulinitas dengan karakteristik tradisional seperti ketegasan dan dominasi. Kata Kunci : Maskulinitas, Chris Martin, Coldplay, Media Sosial, Analisis Resepsi
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