PRATIDINA, ATHIRAH NISAA (2026) PERANCANGAN WEBKOMIK TENTANG BRAIN ROT BERJUDUL "AWAS ADA BREN & ROD". S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Brain rot refers to a decline in focus, discipline, and productivity caused by excessive consumption of short-form digital content, a condition commonly experienced by Generation Z, particularly university students. This phenomenon has developed into part of digital popular culture, including the emergence of Italian brain rot characterized by absurd visual characters generated through artificial intelligence. This design project aims to create an educational webcomic that represents the brain rot phenomenon in a light, reflective, and relatable manner, aligned with the digital media consumption behavior of Generation Z aged 18–24. The design methodology applies the Design Thinking approach, consisting of the empathize, define, ideate, prototype, and test stages. Data were collected through literature studies, observation of digital media consumption patterns, and visual testing with respondents. The visual concept portrays the human brain as a fictional workplace called PT Otak Subur, inhabited by symbolic characters representing cognitive functions, digital distractions, and procrastination. The narrative structure is developed using Todorov’s theory to create a reflective and communicative storytelling flow. The final outcome is a webcomic entitled Awas Ada Bren & Rod, presented in a vertical scroll format and distributed through the Webtoon Canvas platform. The work combines educational value and entertainment (edutainment) through expressive visuals, light humor, and narratives closely related to students’ daily experiences. Based on design testing results, the webcomic is considered relevant, communicative, and easy to understand, effectively increasing readers’ awareness of the impact of brain rot and the importance of balancing productivity, focus, and rest. Keywords: brain rot, webcomic, visual communication design, Generation Z Fenomena brain rot merupakan kondisi penurunan fokus, disiplin, dan produktivitas akibat konsumsi konten digital berdurasi pendek yang berlebihan, yang banyak dialami oleh Generasi Z, khususnya mahasiswa. Fenomena ini berkembang menjadi bagian dari budaya populer digital, salah satunya melalui tren Italian brain rot dengan karakter visual absurd berbasis kecerdasan buatan. Perancangan ini bertujuan merancang media edukatif berbentuk webkomik yang mampu merepresentasikan fenomena brain rot secara ringan, reflektif, dan relevan dengan perilaku konsumsi media digital Generasi Z usia 18–24 tahun. Metodologi perancangan menggunakan pendekatan Design Thinking yang meliputi tahap empathize, define, ideate, prototype, dan test. Pengumpulan data dilakukan melalui studi literatur, observasi perilaku konsumsi media digital, serta uji visual kepada responden. Konsep visual dikembangkan dengan memetaforakan otak manusia sebagai lingkungan kerja fiktif bernama PT Otak Subur yang dihuni karakter simbolik sebagai representasi fungsi kognitif, distraksi digital, dan prokrastinasi. Struktur naratif disusun menggunakan teori Todorov untuk membangun alur cerita yang reflektif dan komunikatif. Hasil perancangan berupa webkomik berjudul Awas Ada Bren & Rod yang disajikan dalam format scroll vertical dan didistribusikan melalui platform Webtoon Canvas. Karya ini menggabungkan unsur edukasi dan hiburan (edutainment) melalui visual ekspresif, humor ringan, serta narasi yang dekat dengan kehidupan mahasiswa. Berdasarkan hasil uji desain, webkomik dinilai relevan, komunikatif, dan mudah dipahami, serta mampu meningkatkan kesadaran pembaca terhadap dampak brain rot dan pentingnya keseimbangan antara produktivitas, fokus, dan waktu istirahat. Kata kunci: brain rot, webkomik, desain komunikasi visual, Generasi Z
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