Narasi Kebencian di Era Digital: Studi Kasus Hujatan Netizen terhadap Abidzar Al-Ghifari dalam Kontroversi Remake K-Drama Business Proposal
Abstract
Penelitian ini bertujuan untuk mendeskripsikan bentuk ujaran kebencian, faktor penyebab kemunculannya, serta dampak sosial yang ditimbulkan pada kasus hujatan netizen terhadap Abidzar Al-Ghifari dalam kontroversi remake Business Proposal. Penelitian menggunakan metode kualitatif deskriptif dengan sumber data berupa komentar netizen pada akun Instagram Abidzar yang diperoleh melalui teknik dokumentasi. Data dianalisis melalui klasifikasi bentuk ujaran, pengelompokan tema, serta interpretasi konteks sosial-budaya yang melatarbelakanginya. Hasil penelitian menunjukkan bahwa terdapat tiga bentuk utama ujaran kebencian, yaitu sarkasme, kritik kasar, dan ujaran provokatif, dengan sarkasme sebagai bentuk yang paling dominan. Munculnya hujatan dipengaruhi oleh beberapa faktor, antara lain pernyataan kontroversial aktor terkait proses adaptasi drama, sensitivitas penggemar K-Drama terhadap karya asli, nilai budaya kolektif yang menjunjung kesopanan, anonimitas pengguna media sosial, serta framing negatif oleh media daring. Ujaran kebencian tersebut berdampak pada munculnya cancel culture, pembentukan stigma negatif terhadap Abidzar, dan potensi kerugian bagi industri hiburan. Penelitian ini menegaskan bahwa dinamika komunikasi digital memiliki peran signifikan dalam membentuk opini publik dan menentukan konstruksi citra figur publik di era media sosial.
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