Analisis Resepsi Followers Instagram @gerakanbds Mengenai Kampanye Gerakan Boikot Produk Israel

Abstract

Regarding the Boycott Campaign Against Israeli Products." This research was conducted using a qualitative approach with a reception analysis study. This research aims to understand the reception of @gerakanbds' Instagram followers toward the boycott campaign against Israeli products, as well as to identify the factors that shape their reception. The theoretical framework employed is Stuart Hall’s encoding-decoding theory, which explains how audiences interpret media messages. Audiences are seen as active participants in the meaning-making process. This research adopts the constructivist paradigm introduced by Peter L. Berger and Thomas Luckmann. The data collection techniques employed in this research include interviews, observation, documentation and literature review. The research findings indicate that the boycott campaign against Israeli products is interpreted as a form of concern for humanitarian issues affecting the Palestinian people, as well as an expression of resistance against colonialism. Four informants, Informants I, II, III, and IV in the Dominant-Hegemonic Position, as they fully accept the messages conveyed through the @gerakanbds Instagram account. Additionally, one informant, Informant V, generally agrees with the campaign messages but holds personal views and considerations regarding certain product brands, placing them in a Negotiated Position. Meanwhile, one informant, Informant VI, in the Oppositional Position, as they reject the boycott campaign and prefer diplomatic and direct approaches as a form of humanitarian solidarity. The informants reception are shaped by several factors, including their concern for humanitarian issues, ideological and religious values, personal experiences, social environment, availability of alternative products, and the perceived credibility of the @gerakanbds account.