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All Journal Ikomik: Jurnal Ilmu Komunikasi dan Informasi
Tiara Indah
Muhammadiyah University Karanganyar
Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Analysis of Instagram User Reception Against the Use of Korean Actors as Local Skincare Brand Ambassadors @somethincofficial Anna Nurjanah; Tiara Indah
IKOMIK: Jurnal Ilmu Komunikasi dan Informasi Vol. 2 No. 2 (2022): December
Publisher : Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/ikomik.v2i2.3779

Abstract

The Korean wave phenomenon in Indonesia is marked by the increasing number of people adapting Korean cultures such as food, fashion, and language. Until more and more local Indonesian products use BA K-pop, one of which is skincare brand Somethinc. When examined further, there is a contradiction between the skin color characteristics of Korean actors and the skin color of the majority of Indonesians. This study aims to find out how Instagram users interpret advertisements featuring Han So Hee promoting brightening series products. By using qualitative methods and interpretive paradigms through a reception analysis method approach. This study use interview as data collection techniques. The results of interviews with informants were then grouped into 3 (three) categories, namely Dominant Hegemonic, Negotiated, or Oppositional Position. This study shows the results from 6 sources that there are 2 people included in the Dominant Hegemonic category, then 1 person in the Negotiated category, and 3 people in the Oppositional Position category.
Co-Authors Anna Nurjanah