Analisis Multimodal dan Resepsi Khalayak Poster Digital Boikot Produk Terafiliasi Israel
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Abstract
Penelitian ini menelaah peran poster digital sebagai medium kampanye boikot produk terafiliasi Israel di Instagram. Fokus kajian diarahkan pada karya visual seniman Amal Jamaludin untuk mengungkap bagaimana pesan dibangun (encoding) dan dimaknai khalayak (decoding). Metode kualitatif dengan strategi triangulasi digunakan, menggabungkan Analisis Wacana Multimodal Kress dan van Leeuwen melalui konsep Information Value, Salience, dan Framing untuk mengurai strategi visual. Selain itu, Teori Resepsi Khalayak Stuart Hall diterapkan guna memetakan posisi pembacaan audiens (dominan, negosiasi, oposisi) melalui diskusi kelompok terpumpun. Hasil penelitian menunjukkan, poster pertama yang menggunakan metafora universal (Jenga) berhasil menciptakan hegemoni makna (Dominant-Hegemonic), di mana khalayak menginternalisasi logika kausalitas ekonomi secara mutlak. Sebaliknya, poster kedua yang menggunakan provokasi afektif melalui simbol tabu (babi dan anjing) memicu disonansi kognitif, sehingga mayoritas audiens berada pada posisi Negotiated Code akibat penolakan terhadap logika penyampaian pesan. Temuan juga menyingkap paradoks aktivisme digital, di mana persetujuan ideologis di ruang virtual sering gagal bertransformasi menjadi tindakan material konsisten akibat hambatan rasionalitas ekonomi pasar (slacktivism). Secara teoretis, kajian ini memperluas model analisis terpadu poster digital dalam media baru. Secara praktis dan sosial, temuan ini menjadi rujukan bagi penyusunan kampanye persuasif serta mendorong peningkatan literasi media agar audiens lebih kritis terhadap konstruksi pesan.
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