Resepsi Khalayak terhadap Citra Teratu Beauty dalam Isu Gerakan Boikot
DOI:
https://doi.org/10.24002/jik.v23i1.9706Keywords:
citra merek, Instagram, resepsi khalayak, gerakan sosialAbstract
Penelitian ini menganalisis resepsi khalayak terhadap konten dukungan Teratu Beauty untuk Palestina di Instagram menggunakan teori encoding-decoding Hall. Penelitian ini mengeksplorasi negosiasi citra merek oleh audiens di tengah gerakan sosial melalui wawancara mendalam. Hasilnya menunjukkan mayoritas informan berada pada posisi dominan-hegemonik yang memperkuat citra positif merek melalui keselarasan ideologi kemanusiaan. Posisi negosiasi ditemukan pada audiens yang kritis terhadap motif komersial di balik aksi sosial, sementara ketiadaan posisi oposisi menunjukkan adanya resonansi nilai yang mendalam. Temuan ini menegaskan bahwa citra merek dalam gerakan sosial dibentuk melalui negosiasi makna dan relasi kuasa antara merek dan audiens.
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