Mutiasari, Muharamah (2024) KONSTRUKSI IDENTITAS PENGGEMAR ANIME “JUJUTSU KAISEN” DALAM PERSPEKTIF MARKETING COMMUNICATION MELALUI MEDIA INSTAGRAM (Studi Netnografi Pada Akun Instagram Penggemar Anime “Jujutsu Kaisen”). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The anime “Jujutsu Kaisen” has created a global popular culture phenomenon that has successfully captured the attention of millions of fans worldwide. Anime fans are often labeled with the term “wibu” which carries negative connotations. This stigma has led to various unique behaviors among fans as an effort to demonstrate that anime-related fandom activities can also be positive forms of expression, especially in showing support for their favorite anime works through social media such as Instagram. This study aims to understand the process of identity formation among Jujutsu Kaisen anime fans and to observe fan activities related to elements of marketing communication through Instagram accounts. Using Social Identity Theory (Tajfel & Turner, 1979) and Participatory Culture Theory (Jenkins, 2006), this research seeks to explain how the social identity of Jujutsu Kaisen anime fans is constructed through Instagram content posts. It employs a qualitative method with a netnographic approach and uses purposive sampling to select informants. Data in the form of screenshots from five Instagram accounts were analyzed to explore fan activities by examining content uploads, the process of identity formation, and the use of User-Generated Content (UGC) in promoting Jujutsu Kaisen through Instagram. The findings show that fan identity is constructed through creative interactions such as fan art, cosplay, and photo or video posts themed around Jujutsu Kaisen. These activities serve as organic promotional efforts in the form of original fan-created content, which helps expand exposure and foster emotional connections among fans and the Jujutsu Kaisen anime community on Instagram.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Anime Jujutsu Kaisen telah menciptakan fenomena budaya populer global yang berhasil menarik perhatian jutaan penggemar dari seluruh dunia. Penggemar anime sering dilabeli istilah “wibu” dengan konotasi yang negatif. Stigma negatif tersebut memunculkan berbagai sikap unik dari penggemar sebagai upaya untuk menunjukkan bahwa aktivitas kepenggemaran terkait anime bisa juga berwujud positif serta sebagai wujud ekspresi dalam mendukung karya anime yang disukai lewat media sosial Instagram. Penelitian ini bertujuan untuk mengetahui proses pembentukan identitas penggemar anime Jujutsu Kaisen dan mengamati aktivitas kepenggemaran yang berkaitan dengan elemen marketing communication melalui akun media sosial Instagram. Melalui Teori Identitas Sosial (Tajfel & Turner, 1979) dan Teori Budaya Partisipatif (Jenkins, 2006), mencoba menjelaskan bagaimana terbentuknya identitas sosial penggemar anime Jujutsu Kaisen lewat unggahan konten Instagram. Menggunakan metode kualitatif dan pendekatan secara netnografis dengan teknik purposive sampling sebagai teknik dalam pemilihan informan di lapangan sehingga data berupa tangkapan layar dari lima akun Instagram yang terkumpul dapat digunakan untuk menggali aktivitas kepenggemaran dengan menganalisis unggahan konten, proses terbentuknya identitas, serta pemanfaatan User- Generated Content (UGC) dalam hal mempromosikan anime Jujutsu Kaisen melalui Instagram. Hasil penelitian menunjukkan bahwa identitas penggemar terbentuk melalui interaksi kreatif seperti fanart, cosplay, dan unggahan konten foto maupun video bertema anime Jujutsu Kaisen. Aktivitas ini berperan sebagai promosi alami berupa konten asli buatan penggemar yang dapat memperluas exposure dan menciptakan keterikatan emosional sesama penggemar dengan anime Jujutsu Kaisen melalui media sosial Instagram. | ||||||
| Uncontrolled Keywords: | Identity Construction, Participatory Culture, Marketing Communication, Instagram, Jujutsu Kaisen Anime Fans Konstruksi Identitas, Budaya Partisipatif, Marketing Communication, Instagram, Penggemar Anime Jujutsu Kaisen | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | MM Mutiasari Muharamah | ||||||
| Date Deposited: | 10 Nov 2025 08:17 | ||||||
| Last Modified: | 10 Nov 2025 08:17 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55866 |
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