Meme di Media Sosial Instagram (Studi Etnografi Virtual Tentang Budaya Generasi Z Melalui Akun Literally.House)

Abstract

The Undergraduate Thesis entitled Memes on Social Media Of Instagram (A Virtual Ethnographic Study of Generation Z Culture Through Literally.House Account) aims to find answers to questions about Literally.house's reasons for choosing meme cultural artefacts as a means of conveying information on their Instagram account and see how the levels of cyber media analysis on the Literally.house account. The main reason I wanted to research this topic is because Instagram users respond well to the existence of memes on Instagram. The existence of memes on Instagram is interesting to study because memes are a new medium for communication, especially for Generation Z who express themselves, in which memes become humorous content that contains messages be it satire, sarcasm, or education. This research is a type of research that is qualitative descriptive with the Virtual Ethnography method. The data collection techniques used were participatory observation, in-depth interviews and literature studies. The parties interviewed by the author are the Co-Founder and admin of the Literally.house account, along with followers of the literally.house account. All of that was done by building rapport (good relations) first to the informant interviewed by the author. The results of this study indicate that Literally.house's reason for using memes as a means of conveying information is because they want to show their identity as a different medium in conveying information using their own point of view by inserting humor but without losing the essence of the information itself. Memes can be easier to understand and simpler so that the information can spread widely and quickly. The levels of cyber media analysis in this study, the first is the media space which is found, namely Instagram as the social media used, the second is the level of media documents, namely posted memes, the third is the level of media objects, namely the comments, direct messages and also reply stories, the fourth level of experience which is the feedback and the impact that occurs in the real world. At the experience level, one of the followers feels that they are experiencing the same thing as in the posted memes and there are also those who get information. This study sees that memes are a new medium favored by generation z in communicating, so it is necessary to understand again the use of memes as a means of learning and educational media that will be used by teachers, lecturers, and also the government.