Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021)
This study employs the Stuart Hall model to analyse masculinity representations in BTS music videos from 2013 to 2021, examining their impact on the purchasing behaviours of the band’s predominantly female Indonesian fanbase. Through qualitative analysis involving five female fans, the research focu...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/24/shsconf_diges-grace2024_01006.pdf |
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| author | Hasna Sofia Nurnisya Frizki Yulianti Sofian Muhammad Raqib Bin Mohd |
| author_facet | Hasna Sofia Nurnisya Frizki Yulianti Sofian Muhammad Raqib Bin Mohd |
| author_sort | Hasna Sofia |
| collection | DOAJ |
| description | This study employs the Stuart Hall model to analyse masculinity representations in BTS music videos from 2013 to 2021, examining their impact on the purchasing behaviours of the band’s predominantly female Indonesian fanbase. Through qualitative analysis involving five female fans, the research focuses on their perceptions of BTS’s videos, especially from their debut until the latest release before their conscription. Despite the assumption that female fans significantly drive sales through impulsive purchases in support of their idols, findings reveal that the varied masculinities portrayed do not substantially influence their buying decisions. Instead, these decisions are needs-based, indicating a pragmatic approach to consumerism. This research contributes to discussions on media influence, gender representation, and consumer culture, challenging the prevailing belief that fan purchasing is mainly driven by media portrayals and idol loyalty. It underscores the complex interplay of fan engagement and economic contribution in global pop culture, offering new insights into the dynamics of media consumption and fan behaviour. |
| format | Article |
| id | doaj-art-33619fda6fe84d8eabde755bf1f99b52 |
| institution | OA Journals |
| issn | 2261-2424 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj-art-33619fda6fe84d8eabde755bf1f99b522025-08-20T01:59:27ZengEDP SciencesSHS Web of Conferences2261-24242024-01-012040100610.1051/shsconf/202420401006shsconf_diges-grace2024_01006Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021)Hasna Sofia0Nurnisya Frizki Yulianti1Sofian Muhammad Raqib Bin Mohd2Communication Studies, Universitas Muhammadiyah JakartaCommunication Studies, Universitas Muhammadiyah YogyakartaCommunication Studies, Universiti Sains Islam MalaysiaThis study employs the Stuart Hall model to analyse masculinity representations in BTS music videos from 2013 to 2021, examining their impact on the purchasing behaviours of the band’s predominantly female Indonesian fanbase. Through qualitative analysis involving five female fans, the research focuses on their perceptions of BTS’s videos, especially from their debut until the latest release before their conscription. Despite the assumption that female fans significantly drive sales through impulsive purchases in support of their idols, findings reveal that the varied masculinities portrayed do not substantially influence their buying decisions. Instead, these decisions are needs-based, indicating a pragmatic approach to consumerism. This research contributes to discussions on media influence, gender representation, and consumer culture, challenging the prevailing belief that fan purchasing is mainly driven by media portrayals and idol loyalty. It underscores the complex interplay of fan engagement and economic contribution in global pop culture, offering new insights into the dynamics of media consumption and fan behaviour.https://www.shs-conferences.org/articles/shsconf/pdf/2024/24/shsconf_diges-grace2024_01006.pdf |
| spellingShingle | Hasna Sofia Nurnisya Frizki Yulianti Sofian Muhammad Raqib Bin Mohd Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) SHS Web of Conferences |
| title | Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) |
| title_full | Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) |
| title_fullStr | Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) |
| title_full_unstemmed | Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) |
| title_short | Decoding Masculinity: An Analysis of Stuart Hall’s Reception Theory in BTS Music Videos and Its Impact of Consuming Buying on Indonesian Fans (2013–2021) |
| title_sort | decoding masculinity an analysis of stuart hall s reception theory in bts music videos and its impact of consuming buying on indonesian fans 2013 2021 |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2024/24/shsconf_diges-grace2024_01006.pdf |
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