Cahya Tunshorin
Korea Budaya Populer (K-POP) datang ke Indonesia melalui berbagai media massa. Ditayangkan dengan
program hiburan seperti tari, musik, seri, dan fashion. penonton Indonesia sebagai penonton aktif
memproduksi berbagai arti dari program media massa. Yang membuat masyarakat begitu banyak
menggemari K-POP karena diciptakan dan diadopsi melalui budaya populer yang diberikan oleh K-POP.
Penonton dapat memberikan berbagai makna terhadap K-POP dan mengadopsinya untuk hidup sehari-
hari mereka. Penelitian ini bertujuan untuk mendeskripsikan resepsi penonton dari Korea Budaya Populer
(K-POP) menggunakan analisis penerimaan Stuart Hall encoding-decoding. Jenis penelitian ini adalah
kualitatif dan fokus pada decoding penonton dari persepsi, pemikiran, dan interpretasi. Data diperoleh
dari wawancara mendalam dengan Eternal Jewel Dance Community sebagai informan dari penelitian ini
yang konsisten dalam K-POP. informan dibagi menjadi tiga posisi makna ini Reading dominan,
Negosiasi Reading, dan Reading oposisi. Hasil penelitian ini menunjukkan bahwa dalam beberapa
kondisi informan milik Negosiasi membaca dan membaca dominan. Usia, jenis kelamin, pendidikan, dan
pengalaman juga mempengaruhi cara informan memberikan makna.
ABSTRACT!
!
Korean Popular Culture (K-POP) comes to Indonesia in various mass media. It was aired by
entertain programs such as dance, music, series, and fashion. Indonesian audience as active
audience produce various meaning of the mass medias programs. That makes so many K-POP
fans community was created and adopt the popular culture that given by K-POP. K-POP as new
culture comes in the middle of Indonesian culture and that’s also depending to the audience
itself. The audience can give various meaning to the K-POP and adopt it to their daily live. This
research was aimed to describe audience reception of Korean Popular Culture (K-POP) using
reception analysis Stuart Hall’s encoding-decoding. The type of the study was qualitative and
focusing to the decoding of audience from perception, thought, and interpretation. The data
obtainable from in-depth interview with the Eternal Jewel Dance Community as informant of
this research that consistent in K-POP. The informant was divided into three meaning positions
these are Dominant Reading, Negotiated Reading, and Oppositional Reading. The result of this
study showed that in some conditions the informant belongs to Negotiated reading and
Dominant reading. Age, gender, education, and experience also influence the way informant
give the meaning.
Key Words: Reception Analysis, Decoding, Korean Popular Culture (K-POP).
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driadelta@gmail.com, dian.purworini@ums.ac.id
Prodi Ilmu Komunikasi Fakultas Komunikasi dan Informatika Universitas Muhammadiyah Surakarta
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