Hidayat, Muhammad Hanif Haidar and , Rino Andreas, S.I.Kom, M.A (2026) Gen Z’s Reception on The Hashtag #kaburajadulu on Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The emergence of the #kaburajadulu phenomenon on Instagram reflects the dynamics of public opinion shaped through digital communication, particularly among Generation Z in Indonesia. This trend cannot be separated from the context of globalization and technological advancements, as social media platforms have become central spaces where young people express socio-economic anxieties and collective frustrations. However, limited research has specifically examined how viral hashtags like #kaburajadulu are received and interpreted by young generations as active participants in digital society. Therefore, this study aims to analyze how Generation Z perceives and positions themselves toward the hashtag #kaburajadulu on Instagram. This study employs a qualitative approach using Stuart Hall’s encoding/decoding reception analysis framework, with five Generation Z informants selected through purposive sampling and data collected through in-depth semi structured interviews. The results reveal that two informants adopted a dominant-hegemonic reading position, fully accepting the hashtag as a legitimate expression pf frustration toward Indonesia’s socio-economic conditions, while three informants demonstrated a negotiated reading position, indicating that the hashtag’s preferred meaning closely aligns with the lived realities of Generation Z. these findings contribute to filling the research gap in digital activism studies in the Global South by demonstrating that Instagram’s algorithmic environment reinforces emotional narratives.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | communication, politics, social media, gen z, reception, instagram. |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media H Social Sciences > HE Communications > Social Media > Instagram |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | MUHAMMAD HANIF HAIDAR HIDAYAT |
| Date Deposited: | 31 Jul 2026 03:06 |
| Last Modified: | 31 Jul 2026 03:06 |
| URI: | http://eprints.ums.ac.id/id/eprint/146573 |
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