Citra band K-pop Bangtan Sonyeondan (BTS) di allkpop dan Soompi

Sellina Tanya(1*), Titi Nur Vidyarini(2), Astri Yogatama(3),


(1) Ilmu Komunikasi Universitas Kristen Petra
(2) Ilmu Komunikasi Universitas Kristen Petra
(3) Ilmu Komunikasi Universitas Kristen Petra
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk mengetahui bagaimana penggambaran citra band K-pop BTS pada media allkpop dan Soompi. Pada penelitian ini, peneliti menggunakan teori citra dan elemen citra korporat Marita Vos, yakni primary impression, familiarity, preception, preference, dan position sebagai indikator. Jenis penelitian ini adalah penelitian deskriptif kuantitatif dengan menggunakan metode analisis isi. Peneliti menganalisis citra band K-pop BTS pada 116 berita media allkpop dan 214 berita media Soompi. Hasil dari penelitian ini menunjukkan bahwa kedua media paling banyak menggunakan elemen familiarity dalam menggambarkan citra band K-pop BTS, yang berarti kedua media sadar dan mengenali BTS. Sub-indikator yang menonjol pada elemen ini adalah pengenalan akan orang-orang yang terlibat dalam organsasi pada media allkpop, dan produk/layanan pada media Soompi. Citra BTS yang digambarkan pada media allkpop adalah memiliki personality beautiful, sedangkan pada media Soompi memiliki personality cool. BTS juga dicitrakan memiliki kemampuan bermusik yang baik. Selain itu, BTS dicitrakan memiliki posisi yang tinggi dalam hal produk/layanan.


Keywords


Citra, Bangtan Sonyeondan (BTS), allkpop, Soompi

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