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Sukendro, Gregorius Genep
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Satir dan Representasi Budaya Pop dalam Kolaborasi The Simpsons X Balenciaga Vianny, Kahlaa Aisya; Sukendro, Gregorius Genep
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.36987

Abstract

This study analyzes the satirical representation in The Simpsons x Balenciaga collaboration through visual analysis and semi-structured interviews. The background of the research stems from the increasingly widespread collaboration between popular culture and the fashion industry in the digital era, where animated media is used as a medium for branding and social commentary. The aim of the study was to understand how satirical humor and Balenciaga's brand identity are constructed through visual elements, and how audiences interpret these messages. The research method used qualitative content analysis with a focus on visual symbols, color, composition, and character gestures, supplemented by interviews with three informants from diverse backgrounds to enrich perspectives. The results show that Balenciaga maintains its visual identity through oversized silhouettes, monochrome colors, and avant-garde aesthetics, while The Simpsons presents satirical humor to critique social status, symbolic authority, and body standards in the fashion industry. Audience interpretations varied: some deeply grasped the social critique, some only saw the comedic elements, while others highlighted the brand's communication strategy. In conclusion, this collaboration demonstrates that popular media can be both a space for brand representation and a means of social commentary, with meanings open to diverse audience interpretations. Penelitian ini menganalisis representasi satir dalam kolaborasi The Simpsons x Balenciaga melalui pendekatan analisis visual dan wawancara semi-terstruktur. Latar belakang penelitian berangkat dari fenomena kolaborasi antara budaya populer dan industri fashion yang semakin marak di era digital, di mana media animasi digunakan sebagai medium branding sekaligus komentar sosial. Tujuan penelitian adalah memahami bagaimana humor satir dan identitas brand Balenciaga dibangun melalui elemen visual, serta bagaimana audiens menafsirkan pesan tersebut. Metode penelitian menggunakan analisis isi kualitatif dengan fokus pada simbol visual, warna, komposisi, dan gestur karakter, dilengkapi wawancara dengan tiga informan dari latar belakang berbeda untuk memperkaya perspektif. Hasil penelitian menunjukkan bahwa Balenciaga mempertahankan identitas visualnya melalui siluet oversized, warna monokrom, dan estetika avant-garde, sementara The Simpsons menghadirkan humor satir untuk mengkritisi status sosial, otoritas simbolik, dan standar tubuh dalam industri mode. Interpretasi audiens beragam: sebagian menangkap kritik sosial secara mendalam, sebagian hanya melihat unsur komedi, sementara lainnya menyoroti strategi komunikasi merek. Kesimpulannya, kolaborasi ini memperlihatkan bahwa media populer dapat menjadi ruang representasi brand sekaligus sarana komentar sosial, dengan makna yang terbuka bagi beragam interpretasi audiens.
Humor dalam Iklan “Iritology” dari Sudut Pandang Generasi Z Setiawan, Brandon; Sukendro, Gregorius Genep
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37026

Abstract

This study aims to understand how Generation Z interprets the style of comedy in the 'Iritology' advertising series. The background of the research stems from the phenomenon of changing humor preferences in the digital era, where Gen Z is growing up in a fast-paced, dynamic, and ever-changing internet culture. This study uses the theory of incongruity humor, the characteristics of Generation Z as digital natives, and the concept of digital pop culture as its theoretical foundation. The research method employed is a qualitative case study with in-depth interviews, documentation, and literature study techniques. Data analysis is conducted through stages of data reduction, data presentation, and conclusion drawing, combined with thematic analysis. The results indicate that the humor in the Iritology ad series is perceived as absurd, hyperbolic, and parodic. However, its relevance varies between early and late Generation Z. The humor of the scene is influenced by experience with popular culture, meme consumption, and the relatability of the informants. The emotional response that arises is light, spontaneous, and tends to be temporary. Overall, Iritology humor is considered entertaining, but it does not yet fully reflect the sense of humor of today's Generation Z in depth. Penelitian ini bertujuan untuk memahami bagaimana Generasi Z memaknai gaya komedi dalam seri iklan “Iritology”. Latar belakang penelitian berangkat dari fenomena perubahan preferensi humor di era digital, di mana Gen Z berkembang dalam budaya internet yang cepat, dinamis, dan terus berubah. Penelitian ini menggunakan teori humor inkongruensi, karakteristik Generasi Z sebagai ‘digital natives’, serta konsep budaya populer digital sebagai landasan teoritis. Metode penelitian yang digunakan adalah studi kasus kualitatif dengan teknik wawancara mendalam, dokumentasi, dan studi pustaka. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan yang dipadukan dengan analisis tematik. Hasil penelitian menunjukkan bahwa humor dalam seri iklan Iritology dipahami sebagai humor absurd, hiperbola, dan parodi, namun tingkat relevansinya berbeda antara Generasi Z awal dan Generasi Z akhir. Kelucuan adegan dipengaruhi oleh pengalaman budaya populer, konsumsi meme, serta tingkat relatabilitas informan. Respons emosional yang muncul bersifat ringan, spontan, dan cenderung sementara. Secara keseluruhan, humor Iritology dinilai menghibur, namun belum sepenuhnya mencerminkan selera humor Generasi Z masa kini secara mendalam.
Co-Authors Agushar, Kent Benedict Zefanya Athalia, Jennifer Angel Cahya, Serafina Iubikrea Arsegi Dewi Purnamasari Farisi, Daffy Al Gabriella, Gabriella Gunawan, Ana Theresa Hotanto, Marvin Irena, Lydia Josephine Josephine, Josephine Julianto, Frenky Latumanuwy, Bryan Fardy Mandjar, Tasya Laurencia Mariah, Sri Lusiana Mastan, Ryan Melyanna, Melyanna Michelle, Samantha Mochammad Imron Awalludin Muhammad Farhan Natalia, Marcella Nigar Pandrianto Oentoro, Alicia Cheryl Pradipta, Alfred Pritama, Nilna Jostia Rahayu, Putri Puspita Roswita Oktavianti, Roswita Santosa, Fransisca Widia Setiawan, Brandon Setiawan, Laurencia Michelle Shella, Grace Simatupang, Gloria Maranatha N. Simeona, Jessica Sinta Paramita Sirait, Angel Yunisari Suiwidjaja, Mikhael Alfian Susanto, Angeline Suzy Azeharie, Suzy Tanudjaya, Clarissa Karen Thomas, Cherly Vianny, Kahlaa Aisya Wijaya, Evan Timothy Wulan Purnama Sari Yaputra, Steven Yogatama, Fahrandiva Al Muhtada Yulianita, Chelsea