Media Sosial sebagai Arena Kontestasi Makna: Representasi, Cancel Culture, dan Citra Selebritas dalam Kasus #BoikotAbidzar
DOI: https://doi.org/10.30605/czhbfd82
cancel culture, media sosial, selebritas, representasi, industri hiburan Indonesia
Abstract
Dalam era digital, cancel culture telah menjadi fenomena sosial yang meluas secara global, termasuk di Indonesia. Fenomena ini muncul kuat di media sosial dan berpengaruh besar dalam menentukan bagaimana identitas selebritas dibentuk, diperdebatkan, bahkan dihancurkan. Penelitian ini membahas dinamika cancel culture melalui tagar #BoikotAbidzar, yang ramai diperbincangkan setelah Abidzar Al Ghifari diumumkan sebagai pemeran utama dalam film remake A Business Proposal. Masalah utama dalam penelitian ini adalah kesenjangan antara maksud personal Abidzar dan interpretasi publik yang memicu wacana negatif di media sosial hingga membentuk gerakan pemboikotan. Penelitian ini bertujuan untuk mengungkap bagaimana wacana tersebut terbentuk dan bagaimana publik menegosiasikan nilai-nilai sosial dalam menilai kelayakan selebritas. Penelitian ini menggunakan metode analisis wacana kritis Fairclough (2013) terhadap komunikasi daring di platform X (Twitter) periode Januari–Maret 2025, serta kerangka representasi Stuart Hall (1980) untuk menelaah proses encoding dan decoding makna. Hasil penelitian menunjukkan tiga temuan utama. Pertama, kontroversi terjadi karena apa yang dimaksud Abidzar berbeda dengan apa yang dipahami publik. Kedua, media sosial berperan sebagai ruang di mana makna diperebutkan dan citra selebritas dibentuk secara kolektif. Ketiga, kendali atas representasi selebritas tidak lagi sepenuhnya berada di tangan selebritas, melainkan telah beralih ke tangan publik digital. Cancel culture dalam konteks ini tidak hanya menjadi bentuk hukuman, tetapi juga membuka ruang diskusi tentang profesionalisme dan etika selebritas di industri hiburan Indonesia.
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References
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