Penerimaan fandom swifties Indonesia terhadap pesan feminisme Taylor Swift dalam lagu "the man" (2019)

Natalia, Natalia (2022) Penerimaan fandom swifties Indonesia terhadap pesan feminisme Taylor Swift dalam lagu "the man" (2019). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Swifties adalah fandom global yang menggemari Taylor Swift. Taylor Swift, penyanyi asal Amerika Serikat, dikenal dengan gaya penulisan lagu yang emosional dan bertema romantis. Namun, pada tahun 2019, Taylor Swift merilis lagu berjudul “The Man” yang tidak menyampaikan kisah romantis, melainkan justru menyampaikan pesan feminisme. Lagu tersebut yang menyampaikan suara politik Taylor Swift sebagai seorang feminis berupaya untuk mengkritik ketidaksetaraan gender yang berlangsung di kehidupan masyarakat dengan budaya patriarki. Melalui lagu “The Man”, Taylor Swift berupaya menyadarkan masyarakat akan berlangsungnya budaya patriarki dan ketidaksetaraan yang harus dilawan dengan turut menjadi feminis yang memperjuangkan kesetaraan gender sehingga bisa membawa perubahan dalam masyarakat. Penelitian ini berupaya melihat bagaimana proses penerimaan audiens Taylor Swift, yaitu fandom Swifties Indonesia, terhadap pesan feminisme pada lagu “The Man” dengan teori audiens resepsi Stuart Hall. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian fenomenologi. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara mendalam data sekunder berupa studi kepustakaan. Wawancara mendalam dilakukan kepada para audiens yang ialah anggota fandom Swifties Indonesia, di kisaran umur generasi Z, dan pernah mendengarkan lagu “The Man’. Hasil penelitian menunjukkan bahwa proses penerimaan Swifties Indoneisa terhadap pesan feminisme Taylor Swift dalam lagu “The Man” terkategori dalam dua posisi audiens, yaitu posisi dominasi hegemoni dan negosiasi. Tidak ada Swifties Indonesia sebagai audiens yang menolak penuh pesan feminisme tersebut atau di posisi oposisi, sebab ditemukan bahwa Swifties Indonesia menyukai, menyetujui, dan mendukung pesan feminisme tersebut. Pada posisi dominasi hegemoni, Swifties Indonesia sebagai audiens didominasi dan terhegemoni sesuai dengan media tujuankan, sedangkan pada posisi negosiasi Swifties Indonesia tidak secara penuh didominasi dan terhegemoni media. Proses penerimaan fandom Swifties Indonesia terhadap pesan feminisme Taylor Swift dalam lagu “The Man” ini dipengaruhi oleh latar belakang dan pengalaman sosial yang telah dialami. / Swifties is a global fandom that idolize Taylor Swift. Taylor Swift, singer from the United States, is known for her emotional and romantic style of songwriting. However, in 2019, Taylor Swift released a song called “The Man” which does not convey a romantic story, but instead conveys a message of feminism. The song, which conveys Taylor Swift's political voice as a feminist, seeks to criticize the gender inequality that exists in people's lives with patriarchal cultures. Through "The Man", Taylor Swift tries to make people aware of the ongoing patriarchal culture and inequality that must be fought by becoming a feminist who fights for gender equality so that it can bring change in society. This study seeks to see Taylor Swift’s audience reception process, namely the Indonesian Swifties fandom, on the message of feminism in the song "The Man" with Stuart Hall's audience reception theory. This study uses a qualitative approach with phenomenological research methods. The research data was collected using primary data, namely in-depth interviews with secondary data in the form of library research. In-depth interviews were conducted with the audience who are members of the Indonesian Swifties fandom, in the age range of Generation Z, and have heard the song "The Man". The results showed that the process of accepting Swifties Indonesia towards Taylor Swift's feminist message in the song "The Man" was categorized into two audience positions, namely the position of hegemonic domination and negotiation. There is no Indonesian Swifties as an audience who completely rejects the feminism message or is in an opposition position, because it is found that Indonesian Swifties like, approve, and support the feminism message. In the position of domination of hegemony, Swifties Indonesia as an audience is dominated and hegemonized according to the target media, while in the negotiating position, Swifties Indonesia is not fully dominated and hegemonized by the media. The process of accepting Swifties Indonesia fandom towards Taylor Swift's feminist message in the song "The Man" is influenced by the background and social experiences that have been experienced..

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