CULTURAL HEGEMONY OF YOUTUBERS’ BOXING MATCH

MUHAMMAD BOOBKA ABDURRAHMAN SAKA, . (2021) CULTURAL HEGEMONY OF YOUTUBERS’ BOXING MATCH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi ini menyelidiki bagaimana bagaimana hegemoni budaya dimanfaatkan oleh perusahaan maupun influencer media sosial seperti para YouTuber untuk menyebarkan budaya tinju kepada penonton yang lebih luas. Dengan munculnya YouTube sebagai layanan streaming video yang paling populer, perusahaan mulai memutuskan untuk memanfaatkan pengaruh YouTuber yang besar terhadap para penontondan penggemar mereka untuk memengaruhi perilaku pembelian mereka seperti perilaku mereka terhadap budaya olahraga tinju. Kata, frasa, dan klausa dari promotor acara tinju YouTuber serta para penonton mencerminkan niat dan pemikiran mereka mengenai hegemoni budaya acara tinju YouTuber, dan dipecah dan dianalisis melalui analisis transitivitas, teori representasi dan hegemoni budaya untuk mengkaji proses hegemoni dan tingkat keberhasilannya dalam mencapai tujuannya dalam menyebarkan budaya tinju ke penonton yang lebih luas dengan memanfaatkan pengaruh YouTuber sebagai influencer media sosial. Keywords: Hegemoni Budaya, Pengaruh, Perusahaan, Influencer Media Sosial. YouTube, Tinju, Penonton. ************ This study explores how cultural hegemony is utilized by both companies and social media influencers such as YouTubers to spread the culture of boxing to a wider audience. With the rise of YouTube as the most popular video streaming service, corporate companies decide to utilize the significant amount of influence YouTubers have on their audience and fans to affect their buying behavior such as their behavior on the culture and sport of boxing. Words, phrases and clauses of both the promoter of the YouTubers’ boxing event and the audience reflect their intentions and thoughts regarding the cultural hegemony of YouTubers’ boxing match, and are broken down and analyzed through transitivity analysis, representation and cultural hegemony theory to examine the process of hegemony and the degree of success it has in achieving its goal in spreading the culture of boxing to a wider audience by utilizing the influence of YouTubers as social media influencers. Keywords: Cultural Hegemony, Influence, Corporate company, Social Media Influencer. YouTube, Boxing, Audience.

Item Type: Thesis (Sarjana)
Additional Information: 1). Nurul Adha Kurniati, S.S.,M.Hum. ; 2). Atikah Ruslianti, M.Hum
Subjects: Olah Raga dan Seni Pertunjukan > Olahraga Beladiri
Bahasa dan Kesusastraan > Linguistik
Bahasa dan Kesusastraan > Bahasa Inggris
Divisions: FBS > S1 Sastra Inggris
Depositing User: Muhammad Boobka Abdurrahman Saka .
Date Deposited: 04 Sep 2021 01:18
Last Modified: 04 Sep 2021 01:18
URI: http://repository.unj.ac.id/id/eprint/18788

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