Andini, Alya Putri (2024) Budaya partisipatif fandom nctzen dalam menyuarakan boikot starbucks sebagai bentuk gerakan bds melalui akun @nctzenhumanity = Participatory culture of nctzen fandom in advocating Starbucks boycott as a bds movement through @nctzenhumanity. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Budaya populer berkembang pesat di era globalisasi, didukung media massa dan media sosial yang memfasilitasi munculnya fandom sebagai komunitas penggemar aktif. Fandom K-Pop, termasuk NCTzen, tak hanya mengonsumsi budaya populer tetapi juga berpartisipasi dalam fan activism, seperti gerakan boikot Starbucks sebagai bentuk Gerakan Boikot, Divestasi, dan Sanksi yang ditujukan kepada merek yang berafiliasi dengan pihak yang melakukan genosida di Palestina, yaitu Israel. Melalui media sosial X, khususnya akun @nctzenhumanity, NCTzen menyuarakan protes, menggalang dana, dan mengedukasi publik untuk memboikot. Penelitian ini bertujuan untuk melihat bentuk-bentuk participatory culture dalam fandom NCTzen yang menyuarakan gerakan boikot Starbucks dengan menggunakan konsep participatory culture. Pendekatan kualitatif dengan metode netnografi digunakan dalam penelitian ini, yang pengumpulan datanya dilakukan melalui analisis postingan dan komentar pada akun @nctzenhumanity. Hasil penelitian menunjukkan bahwa budaya partisipatif NCTzen yang menyuarakan gerakan BDS melalui akun @nctzenhumanity mencakup empat aspek, yaitu: affiliations (penggunaan komentar dan hashtag sebagai tanda keanggotaan), expressions (konten kreatif edukatif untuk mengajak partisipasi), collaborative problem solving (kerja sama dalam penggalangan dana dan visibilitas hashtag), dan circulation (penyebaran informasi melalui QRT serta platform berita dan donasi). / Popular culture has rapidly developed in the era of globalization, supported by mass media and social media that facilitate the emergence of fandoms as active fan communities. The K-pop fandom, including NCTzen, not only consumes popular culture but also participates in fan activism, such as the Starbucks boycott movement, which is part of the Boycott, Divestment, and Sanctions (BDS) movement aimed at brands affiliated with parties involved in the genocide in Palestine, namely Israel. Through social media X, particularly the @nctzenhumanity account, NCTzen voices protests, raises funds, and educates the public to join the boycott. This study aims to explore the forms of participatory culture within the NCTzen fandom, which advocates for the Starbucks boycott using the concept of participatory culture. The research uses a qualitative approach with a netnographic method, collecting data through the analysis of posts and comments on the @nctzenhumanity account. The results of the study show that the participatory culture of NCTzen, advocating for the BDS movement through the @nctzenhumanity account, includes four aspects: affiliations (the use of comments and hashtags as markers of membership), expressions (creative, educational content to encourage participation), collaborative problem-solving (collaboration in fundraising and hashtag visibility), and circulation (the spread of information through QRTs, as well as news and donation platforms).
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Andini, Alya Putri NIM0104121053 alyaputriiandini@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Leksmono, Desideria Lumongga Dwihadiah NIDN0302116901 desideria.leksmono@uph.edu |
Uncontrolled Keywords: | participatory culture; fan activism; fandom; gerakan bds; netnografi; participatory culture; fan activism; fandom; bds movement; netnography. |
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
Depositing User: | ALYA PUTRI ANDINI |
Date Deposited: | 16 Dec 2024 01:57 |
Last Modified: | 16 Dec 2024 01:57 |
URI: | http://repository.uph.edu/id/eprint/65816 |