Rosyidi, Nurul Aisyah (2026) Penerimaan Markzens Indonesia terhadap Mark Lee sebagai Brand Ambassador McDonald’s di Tengah Wacana Boikot Pro Palestina. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the reception of Indonesian Markzenss toward Mark Lee’s collaboration with McDonald’s as a brand ambassador amid calls to boycott products affiliated with Israel. The background of this research stems from the increasing social awareness among K-pop fans regarding global humanitarian issues, particularly the Israel and Palestine conflict, which intersects with their loyalty to their idols. This study employs a qualitative approach using in-depth interviews with seven Generation Z participants from the Indonesian Markzens community. Data were analyzed using Stuart Hall’s reception analysis framework, which consists of three decoding positions: dominant-hegemonic, negotiated, and oppositional. The findings reveal that Indonesian Markzenss’ reception of the collaboration was not uniform. One participant occupied the dominant-hegemonic position, fully accepting the collaboration as a form of artistic professionalism. Three participants were categorized within the negotiated position, maintaining their support for Mark Lee while remaining critical of the collaboration. The remaining three participants occupied the oppositional position, firmly rejecting the collaboration through concrete actions in digital spaces. The study also identified a phenomenon of moral backlash, reinforced by the perceived discrepancy between Mark Lee’s image as a religious and humanitarian figure and his decision to collaborate with a brand associated with allegations of involvement in genocide-related issues. Furthermore, the social media platform X functioned not only as a space where Indonesian Markzenss interpreted, discussed, and negotiated the meaning of the collaboration based on their religious background, moral values, knowledge of the boycott issue, and fan experiences, but also as a source of moral pressure through fan-generated content that influenced and reinforced their reception of the collaboration. Factors shaping audience reception included religious background, level of literacy regarding the boycott issue, and the depth of the affective relationship between fans and their idol. Keywords: Indonesian Markzens’s, Mark Lee, McDonald’s, Audience Reception, Boycott
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nurul Aisyah Rosyidi | ||||||||
| Date Deposited: | 13 Jul 2026 07:39 | ||||||||
| Last Modified: | 13 Jul 2026 08:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55024 |
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