RESEPSI MAHASISWA KELOMPOK QUEER UNIVERSITAS SRIWIJAYA TERHADAP PERSONAL BRANDING QUEERBAITING (ANALISIS PADA AKTOR JEFRI NICHOL)

ZAFIRA, SYADZA and Musdalifah, Farisha Sestri and Jaya, Eko Pebryan (2023) RESEPSI MAHASISWA KELOMPOK QUEER UNIVERSITAS SRIWIJAYA TERHADAP PERSONAL BRANDING QUEERBAITING (ANALISIS PADA AKTOR JEFRI NICHOL). Undergraduate thesis, Sriwijaya University.

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Abstract

ABSTRAK Percepatan teknologi dan informasi merubah masyarakat dan pemikirannya. Hal yang dianggap buruk pada masa lalu bisa saja menjadi hal baik pada masa sekarang begitupun sebaliknya. Seperti penerimaan kelompok queer yang makin berkembang. Di sisi lain, dampak perkembangan ini dapat menyakiti kelompok salah satunya melalui queerbaiting. Penelitian ini bertujuan untuk mengetahui resepsi kelompok queer terhadap personal branding queerbaiting aktor Jefri Nichol. Data dikumpulkan melalui wawancara mendalam dan observasi kepada para informan. Metode yang digunakan adalah deskriptif kualitatif melalui analisis resepsi dan menggunakan teori encoding-decoding dari Stuart Hall. Pada hasil penelitian didapatkan bahwasannya di kategori pertama yaitu gaya berpakaian, informan secara dominan berada pada posisi dominan hegemoni, beberapa lainnya tersebar pada posisi negosiasi dan oposisi. Berbeda dengan kategori kedua yaitu gaya hidup semua informan berada pada posisi oposisi. Pemaknaan informan terhadap unggahan ini tidak lepas dari pengalaman, faktor-faktor psikologis juga sosial, daerah tinggal, dan konsekuensi sosial yang muncul karena hidup dan menjadi bagian dari kelompok queer. Kata Kunci: Analisis Resepsi, Queer, Queerbaiting, Personal Branding, Jefri Nichol. ABSTRACT The acceleration of technology and information is changing society and its thinking. What was considered bad in the past may become good today and vice versa. Such as the growing acceptance of queer people. On the other hand, the impact of this development can hurt the group through queerbaiting. This study aims to determine the queer group's reception of actor Jefri Nichol's queerbaiting personal branding. Data were collected through in-depth interviews and observations to informants. The method used is descriptive qualitative through reception analysis and using Stuart Hall's encoding-decoding theory. In the results of the study, it was found that in the first category, namely the style of dress, informants were dominantly in the dominant position of hegemony, some others were scattered in negotiation and opposition positions. In contrast to the second category, namely lifestyle, all informants are in the opposition position. The informants' interpretation of this upload cannot be separated from their experiences, psychological as well as social factors, living areas, and social consequences that arise from living and being part of a queer group. Keywords: Reception Analysis, Queer, Queerbaiting, Personal Branding, Jefri Nichol

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Resepsi, Queer, Queerbaiting, Personal Branding, Jefri Nichol.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Syadza Zafira
Date Deposited:	08 Aug 2023 02:14
Last Modified:	08 Aug 2023 02:14
URI:	http://repository.unsri.ac.id/id/eprint/126195

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