ABSTRAK
Melihat minimnya media massa yang memberitakan isu kekerasan terhadap perempuan melalui perspektif gender dan feminis, akun Instagram @indonesiafeminis hadir untuk menawarkan media alternatif yang mencoba membangun lingkungan anti-kekerasan terhadap perempuan melalui konten-kontennya. Artikel ini merupakan penelitian kualitatif deskriptif yang bertujuan untuk mengkaji bagaimana followers Gen Z memaknai (decode) konten Anti-Kekerasan Perempuan @indonesiafeminis berdasarkan frame of knowledge, relation of production, dan technical infrastructure. Hasil decoding tersebut kemudian diklasifikasikan ke dalam konsep Hypothetical Audience yang terdiri dari posisi dominan-hegemonic, negotiated position, dan oppotitional position. Untuk mencapai tujuan penelitian, peneliti menggunakan metode Analisis Resepsi oleh Stuart Hall; menggunakan purposive sampling sebagai teknik pemilihan informan; melakukan wawancara mendalam dengan masing-masing 10 informan sebagai teknik pengumpulan data; menggunakan Model Analitik Interaktif oleh Miles dan Huberman untuk menganalisis data; dan menggunakan Qualitative Coding sebagai teknik reduksi data. Penelitian ini menunjukkan bahwa mayoritas followers Gen Z @indonesiafeminis memaknai konten Anti-Kekerasan Perempuan dalam negotiated position yang sebagian besar dipengaruhi oleh pemikiran yang kritis, nilai-nilai agama, keadaan keluarga, dan eksplorasi lanjutan melalui medium lain.
Kata kunci: Analisis Resepsi, @Indonesiafeminis, Anti-Kekerasan Perempuan, Konten Instagram, Followers Gen Z
ABSTRACT
Knowing the lack of mass media which reporting violence against women issues through gender and feminist perspectives, @indonesiafeminis Instagram account exists to offer an alternative media that tries to establish an environment of anti-violence against women through its contents. This article is a descriptive qualitative study that aims to examine how Gen Z followers decode an Anti-Violence Against Women content of @indonesiafeminis’ based on their frame of knowledges, relation of productions, and technical infrastructures. Those decoding outputs then be classified into a Hypothetical Audience concept that consisting of dominant-hegemonic position, negotiated position, and oppotitional position. To reach the goals this study used the Audience Reception Theory by Stuart Hall as a methodological analysis; used purposive sampling as an informant selection tool; conducted in-depth interviews with each of 10 informants as data accumulation technique; used the Interactive Analytical Model by Miles and Huberman as a data anlysis tool; and used the Qualitative Coding as data reduction technique. This study shows that the majority of @indonesiafeminis’ Gen Z followers decode an Anti-Violence Against Women content in a negotiated position which mostly influenced by their critical thinking, religious values, family’s circumstances, and advanced exploration through other medium.
Keywords: Audience Reception, @Indonesiafemini, Anti-Violence Against Women, Instagram Content, Gen Z Followers