| dc.description.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. | en_US |
