Nirmala Puspasari Dewi, . (2025) ANALISIS RESEPSI KHALAYAK MENGENAI KRISIS IDENTITAS BUDAYA MELALUI KONTEN YOUTUBE NCT 127 "BELAJAR TARI SAMAN". Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the era of globalization and the growing popularity of Asian pop culture, particularly K-Pop, the phenomenon of cultural identity crisis has become increasingly prominent. This crisis is marked by the dominance and exploitation of local cultures by foreign influences, as seen in the use of Saman Dance elements to captivate audiences. This study aims to analyze how audiences perceive and interpret the representation of cultural identity depicted in the YouTube video NCT 127 “Learning Saman Dance” and to understand its impact on the cultural identity crisis. The research utilizes Stuart Hall's encoding-decoding theory, which explores the process by which messages or meanings are produced by media creators (encoding) and reconstructed or interpreted by audiences (decoding). Data was collected through interviews with five informants using ethnographic methods and a descriptive qualitative approach. The findings reveal that two informants adopted a hegemonic dominant position, two took a negotiated stance, and one held an oppositional perspective. Factors influencing audience reception include diverse backgrounds such as age, educational level, experiences with local culture, and media consumption habits. Informants with broader exposure to Korean pop culture tended to be more open to cultural adaptations, whereas those more deeply connected to traditional Indonesian values were more critical of such representations. This research aims to encourage the public to be more critical when engaging with representations of local culture adapted by popular culture, fostering a deeper appreciation for the preservation and authenticity of cultural heritage.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810411283] [Pembimbing: Radita Gora Tayibnapis] [Penguji 1: Ana Kuswanti] [Penguji 2: Ratu Nadya W.] |
| Uncontrolled Keywords: | Audience Reception Analysis, Cultural Identity Crisis, Pop Culture. |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | NIRMALA PUSPASARI DEWI |
| Date Deposited: | 11 Feb 2025 10:25 |
| Last Modified: | 13 Feb 2025 04:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/36002 |
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