ANALISIS RESEPSI PENGGEMAR MENGENAI CITRA MARK NCT DALAM KOLABORASI DENGAN MCDONALD'S KOREA DI TENGAH FENOMENA BOIKOT PRODUK PRO-ISRAEL

Kayla Riasya Salsabila, . (2026) ANALISIS RESEPSI PENGGEMAR MENGENAI CITRA MARK NCT DALAM KOLABORASI DENGAN MCDONALD'S KOREA DI TENGAH FENOMENA BOIKOT PRODUK PRO-ISRAEL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Collaborations between K-Pop idols and brands are a common marketing strategy. However, the collaboration between NCT’s Mark and McDonald’s Korea, which the public perceives as part of the boycott of pro-Israel products, has sparked differing interpretations among fans. Therefore, this study aims to find out how fans perceive NCT’s Mark’ collaboration with McDonald’s Korea during the boycott of pro-Israel products. This study uses a qualitative approach based on a constructivist paradigm, applying Stuart Hall’s encoding-decoding model of reception analysis to identify three interpretive positions among the audience, the dominant-hegemonic reading, the negotiated reading, and the oppositional reading. Research data were collected through in-depth interviews and observations of five informants selected using purposive sampling. The results indicate that fans construct diverse meanings regarding the collaboration based on their experiences, knowledge, and backgrounds. Using Stuart Hall’s reception analysis, three informants were found in the negotiated reading, while two informants were in an oppositional reading. Furthermore, this study reveals that the collaboration led to differing interpretations of Mark’s image among fans. These findings indicate that fans actively interpret advertisements and celebrity images, meaning they do not always accept the dominant meanings constructed.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411098] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Audience Reception, Brand Collaboration, Celebrity Image, K-Pop Fans, Mark NCT
Subjects: H Social Sciences > H Social Sciences (General)
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: KAYLA RIASYA SALSABILA
Date Deposited: 31 Aug 2026 07:05
Last Modified: 31 Aug 2026 07:05
URI: http://repository.upnvj.ac.id/id/eprint/53710

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