PANDINI, HENDA CAKRA HAYU (2022) ANALISIS ADOPSI BUDAYA KPOP MELALUI MEDIA SOSIAL INSTAGRAM (Studi pada kelompok fandom ARMY). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The spread of Korean Wave in countries around the world has shown the existence of popular culture from Korea to neighboring countries. One K-pop culture that gets a lot of attention is K-pop. By adopting the type of music and imitating American appearance, style of dress, dyed light brown hair, blonde, etc., K-pop is easily accepted by the global community, so as to be able to penetrate the international music market. Entering the era of convergence of media (digital) makes the audience has a wide choice of platforms in finding information. Humans as the audience demands that the media present information updates that are fast but easily accessible. This is what requires the media to keep abreast of technological developments so that people are left behind or left behind. Teenagers are audiences who rely on digital technology and social media to meet the need for information. Instagram is a social media that is currently popular among teenagers. This was used by ARMY to find information about BTS. This study uses descriptive qualitative methods with constructivism as a footing in compiling this research. This research was conducted to analyze the adoption of K-Pop culture through social media Instagram by the ARMY fandom group, in the process of management through the theory of Phenomenology by Alfred Schutz, and the adoption process through the theory of Innovation Adoption by Rogers and Shoemaker. The results showed the adoption process of K-Pop culture through social media Instagram formed a new lifestyle of the ARMY and through this process, the self-concept of the informants was formed. It was found positive and negative impacts of this adoption process, where the positive impacts were felt to be more varied, while the negative impacts were on average the same. Keywords: K-Pop, Instagram, Phenomenology Theory, Innovation Adoption Theory Merebaknya Korean Wave di negara-negara di dunia telah menunjukan adanya budaya popular dari Korea ke negara-negara tetangganya. Salah satu budaya K-pop yang mendapatkan banyak perhatian adalah K-pop. Dengan mengadopsi jenis musik dan meniru penampilan Amerika,gaya berbusana,mencat rambut dengan warna cokelat muda,pirang,dan lain-lain,K-pop dengan mudah diterima masyarakat global,hingga mampu menembus pasar musik Internasional. Memasuki era konvergensi media (digital) menjadikan khalayak memiliki berbagai macam pilihan platform dalam mencari informasi. Manusia sebagai khalayak menuntut media menyajikan update informasi yang cepat namun mudah diakses. Hal inilah yang mengharuskan media juga mengikuti perkembangan teknologi agar tertinggal atau ditinggalankan khalayak. Remaja merupakan khalayak yang mengandalkan teknologi digital dan media sosial untuk memenuhi kebutuhan akan informasi. Instagram merupakan media sosial yang sedang populer dalam kalangan Remaja. Hal tersebut dimanfaatkan oleh ARMY untuk mencari informasi mengenai BTS. Penelitian ini menggunakan metode kualitatif deskriptif dengan konstruktivisme sebagai pijakkan dalam menyusun penelitian ini. Penelitian yang dilakukan ini untuk menganalisis adopsibudaya K-Pop melalui media social Instagram oleh kelompok fandom ARMY, dalam proses pengelolaan melalui teori Fenomenologi oleh Alfred Schutz, serta proses adopsi melalui teori Adopsi Inovasi oleh Rogers dan Shoemaker. Hasil penelitian menunjukan proses adopsi budaya K-Pop melalui media social Instagram membentuk gaya hidup baru para ARMY dan melalui proses tersebut, konsep diri para Informan terbentuk. Ditemukan adanya dampak positif dan negative dari proses adopsi ini, yang mana dampak positif dirasa lebih variatif, sedangkan dampak negative nya rata-rata sama. Kata kunci : K-Pop, Instagram, Teori Fenomenologi, Teori Adopsi Inovasi
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