JANNAH, MIFTAKHUL (2024) ANALISIS RESEPSI FOLLOWERS PADA ISI PESAN DALAM KONTEN THE ERAS TOUR MELALUI AKUN MEDIA SOSIAL INSTAGRAM @TAYSWIFTID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Eras Tour is Taylor Swift's concert which is one of the biggest grossing concerts in the world. This is influenced by the popularity and high number of Taylor Swift fans in society. As a musician with high popularity, Taylor Swift has a fanbase, a place where fans gather, interact and provide support collectively. One of Taylor Swift's fan-bases in Indonesia is the @tayswiftid account on Instagram. This account provides information about various things about Taylor Swift, including events that will be held. This research was carried out with the aim of finding out followers' perceptions of the content of The Eras Tour's message regarding one of @tayswiftid's content. The research method used is Stuart Hall's reception analysis method with a qualitative approach, including dominant hegemonic positions, negotiation and opposition. This research uses a constructivism paradigm which assumes that the truth of a social reality can be seen as the result of social construction, and the truth of a social reality is relative. Research subjects were selected from followers of the @tayswiftid account using several other criteria. Primary data was obtained through Focus Group Discussions and in-depth interviews with research subjects. Meanwhile, secondary data was obtained from the observation process of the content of the @tayswiftid account. Based on the research results, followers showed a positive response to @tayswiftid's post which provided information about The Eras Tour concert. Reception of the message content in this research revealed strong support, high appreciation and input from fans for this concert. Several factors behind these differences in understanding are environment, religion, age and customs. Keywords: Public Relations, Followers Reception, Instagram content, @tayswiftid, Taylor Swift, The Eras Tour The Eras Tour adalah konser Taylor Swift yang menjadi salah satu konser dengan keuntungan terbesar di dunia. Hal ini dipengaruhi oleh popularitas dan jumlah penggemar Taylor Swift yang tinggi di masyarakat. Sebagai musisi dengan popularitas yang tinggi, Taylor Swift memiliki fanbase, tempat di mana para penggemar berkumpul, berinteraksi dan memberikan dukungan secara kolektif. Salah satu fanbase Taylor Swift di Indonesia adalah akun @tayswiftid di instagram. Akun ini memberikan informasi mengenai berbagai hal seputar Taylor Swift termasuk event yang akan diadakan. Penelitian ini dilaksanakan dengan tujuan untuk mengetahui persepsi followers pada isi pesan The Eras Tour terhadap salah satu konten @tayswiftid. Metode penelitian yang digunakan adalah metode analisis resepsi dengan pendekatan kualitatif milik Stuart Hall, meliputi posisi hegemoni dominan, negosiasi, dan oposisi. Penelitian ini menggunakan paradigma konstruktivisme yang menganggap bahwa kebenaran suatu realitas sosial dapat dilihat sebagai hasil konstruksi sosial, dan kebenaran suatu realitas sosial itu bersifat relatif. Subjek penelitian dipilih dari followers akun @tayswiftid dengan beberapa kriteria lainnya. Data primer didapatkan melalui Focus Group Discussion terhadap subjek penelitian. Sedangkan data sekunder didapatkan dari proses observasi terhadap konten akun @tayswiftid. Berdasarkan hasil penelitian, followers menunjukkan respon positif terhadap postingan @tayswiftid yang memberikan informasi seputar konser The Eras Tour. Penerimaan isi pesan pada penelitian ini mengungkapkan adanya dukungan kuat, apresiasi tinggi dan masukan dari penggemar terhadap konser ini. Beberapa faktor yang melatarbelakangi perbedaan pemahaman tersebut adalah lingkungan, agama, usia dan adat. Kata Kunci : Public Relations, Resepsi Followers, Konten Instagram, @tayswiftid, Taylor Swift, The Eras Tour
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