SHENIA, NABILAH ZARA (2026) ANALISIS RESEPSI KHALAYAK PADA ADAPTASI FILM A BUSINESS PROPOSAL VERSI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Indonesian film industry is currently rife with adaptations of popular foreign intellectual property, one of which is the Korean Drama A Business Proposal. However, this phenomenon carries a major challenge in the form of high audience expectations built from the original version, which often leads to negative discourse in the digital space if the adaptation is considered incomparable. This study utilizes Stuart Hall’s reception theory, which divided audience interpretation into three positions: Hegemonic-dominant (fully accepting the media message), Negotiated position (not fully accepting the message), and Oppositional position (fully rejecting the message). The method used is Stuart Hall's reception analysis with a qualitative approach and a post-positivis paradigm. Data were collected through in-depth interviews with six informants and the validity was tested using source triangulation. The research results show that four informants are in the hegemonicdominant position, one informant is in the negotiated position, and one informant is in the oppositional position. Source triangulation shows that informant sentiment is aligned with the phenomenon of the film's low rating on the IMDb page and sharp criticism in various mass media. Keywords: Reception Analysis, Stuart Hall, A Business Proposal, Film Adaptation Industri perfilman Indonesia saat ini tengah marak melakukan adaptasi dari kekayaan intelektual populer luar negeri, salah satunya Adalah drama Korea A Business Proposal. Namun, fenomena ini membawa tantangan besar berupa tingginya standar ekspektasi khalayak yang telah mengonsumsi versi aslinya, yang sering kali berujung pada diskursus negative di ruang digital jika hasil adaptasi dianggap tidak sebanding. Penelitian ini menggunakan teori resepsi Stuart Hall, yang membagi pemaknaan khalayak menjadi tiga posisi: Hegemonic-dominant (Sepenuhnya menerima pesan media), Negotiated position (tidak sepenuhnya menerima pesan), dan Oppositional position (sepenuhnya menolak pesan). Metode yang digunakan Adalah analisis resepsi Stuart Hall dengan pendekatan kualitatif dan paradigma post-positivis. Data dikumpulkan melalui wawancara mendalam dengan enam informan dan diuji keabsahannya menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa empat informan berada di posisi hegemonic-dominant, satu informan berada di posisi negotiated position, dan satu informan berada di posisi oppositional position. Triangulasi sumber menunjukkan bahwa sentiment informan selaras dengan fenomena rendahnya rating film ini di laman IMDb dan kritik tajam di berbagai media massa. Kata Kunci : Analisis Resepsi, Stuart Hall, A Business Proposal, Adaptasi Film.
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