ANALISIS RESEPSI CANCEL CULTURE PENGGEMAR K-POP PADA KASUS KERJASAMA DOYOUNG NCT DENGAN MCDONALD'S DI MEDIA SOSIAL INSTAGRAM @PANNCAFE

NUGROHO, INDAR FEBRIAN (2025) ANALISIS RESEPSI CANCEL CULTURE PENGGEMAR K-POP PADA KASUS KERJASAMA DOYOUNG NCT DENGAN MCDONALD'S DI MEDIA SOSIAL INSTAGRAM @PANNCAFE. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (609kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (339kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (221kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (154kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (509kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (194kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (203kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (505kB)

Abstract

This research was motivated by the emergence of cancel culture among Indonesian KPop fans protesting the collaboration between Doyoung, a member of NCT, and McDonald's. This collaboration sparked public debate because it occurred amidst the growing boycott movement against McDonald's, which was linked to global conflicts, particularly the Israeli-Palestinian conflict. To support an understanding of this phenomenon, this study draws on theories of digital communication, fandom, marketing collaboration, and Stuart Hall's reception theory. This research was conducted using a qualitative approach through reception analysis. Data were collected through in-depth interviews with five informants who were active followers of the @Panncafe account and involved in conversations regarding Doyoung's collaboration with McDonald's. The analysis process was carried out by categorizing the informants' responses into dominant, negotiating, or oppositional positions according to the encoding-decoding model. The analysis revealed a diversity of message reception positions among fans. The majority of informants expressed outright rejection and criticism of the collaboration, while a small number expressed complete acceptance and support for the collaboration without considering the political dimension. The conclusion of this study confirms that cancel culture in the context of K-Pop fandom not only functions as a moral check on public figures but also as a manifestation of active digital participation. This dynamic demonstrates the importance of social sensitivity in brand collaboration strategies involving celebrities with global fan bases. Penelitian ini dilatarbelakangi oleh munculnya fenomena cancel culture di kalangan penggemar K-Pop Indonesia yang memprotes kolaborasi antara Doyoung, salah satu anggota NCT, dengan McDonald’s. Kerja sama ini memicu perdebatan publik karena terjadi di tengah maraknya gerakan boikot terhadap McDonald’s yang dikaitkan dengan isu konflik global, khususnya konflik Israel dan Palestina. Untuk mendukung pemahaman terhadap fenomena tersebut, penelitian ini merujuk pada teori-teori komunikasi digital, fandom, kolaborasi pemasaran, serta teori resepsi dari Stuart Hall. Penelitian ini dilaksanakan dengan menggunakan pendekatan kualitatif melalui metode analisis resepsi. Data dikumpulkan melalui wawancara mendalam dengan lima informan yang merupakan pengikut aktif akun @Panncafe dan terlibat dalam percakapan terkait kolaborasi Doyoung dengan McDonald’s. Proses analisis dilakukan dengan mengkategorikan tanggapan informan ke dalam posisi dominan, negosiasi, atau oposisi sesuai model encoding decoding. Hasil analisis menunjukkan terdapat keragaman posisi penerimaan pesan di antara penggemar. Mayoritas informan menyatakan penolakan dan kritik secara langsung terhadap kerja sama tersebut, sebagian kecil informan menunjukkan penerimaan utuh dan mendukung kerja sama tersebut tanpa mempertimbangkan dimensi politik. Simpulan dari penelitian ini menegaskan bahwa cancel culture dalam konteks fandom K-Pop tidak hanya berfungsi sebagai kontrol moral terhadap figur publik, tetapi juga menjadi manifestasi dari partisipasi digital yang aktif. Dinamika ini menunjukkan pentingnya sensitivitas sosial dalam strategi kolaborasi merek yang melibatkan selebritas dengan basis penggemar global. Kata Kunci: Resepsi, K-Pop, Media Sosial, Doyoung NCT, Cancel Culture

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 031
NIM/NIDN Creators:	44521010057
Uncontrolled Keywords:	Resepsi, K-Pop, Media Sosial, Doyoung NCT, Cancel Culture
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 781 General Principles of Music and Musical Form/Prinsip-prinsip Umum Musik dan Bentuk-bentuk Musikal > 781.6 Traditions of Music/Tradisi-tradisi Musik > 781.63 Popular Music/Musik Pop
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	29 Jul 2025 06:53
Last Modified:	29 Jul 2025 06:53
URI:	http://repository.mercubuana.ac.id/id/eprint/96362

Actions (login required)

View Item