Wacana Komodifikasi Nostalgia Robert Downey Jr. oleh Marvel: Analisis Kolom Komentar Akun @playstoprewatch

Krisna Dewandaru, Universitas Gadjah Mada, Indonesia
Jusuf Ariz Wahyuono, Flinders University, Australia

 10.21831/lektur.v9i3.28034

Abstract


Perkembangan dunia digital memungkinkan fans untuk memegang peran penting dalam membentuk opini publik. Hadirnya media sosial membuka ruang diskusi yang inklusif dan interaktif bagi fans untuk saling berbagi opini dan pada akhirnya memunculkan wacana mengenai konten-konten budaya populer yang mereka konsumsi. Penelitian ini bertujuan untuk menganalisis adanya wacana komodifikasi nostalgia dalam diskusi digital di kolom komentar, berkaitan dengan kembalinya aktor Robert Downey Jr. (RDJ) ke proyek-proyek film Marvel Studios mendatang. Analisis wacana kritis dilakukan pada interaksi fans yang terekam dalam kolom komentar salah satu media kreatif berbasis Instagram di Indonesia @playstoprewatch. Menggunakan analisis wacana kritis dari Teun Van Dijk, peneliti berusaha membongkar makna di balik komentar-komentar yang muncul pada salah satu unggahan akun media kreatif tersebut. Hasil penelitian menunjukkan bahwa fans sebagai netizen cenderung skeptis pada pengumuman kembalinya RDJ. Beberapa komentar menunjukkan adanya wacana komodifikasi nostalgia. Industri kreatif seperti Marvel Studios tampak hanya bertumpu pada keterikatan historis fans dengan RDJ untuk mendulang popularitas dan kesuksesan, yang selama beberapa tahun terakhir sulit diraih oleh industri miliaran dolar tersebut.

Keywords


diskusi digital, fans, analisis wacana kritis, komodifikasi nostalgia

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DOI: https://doi.org/10.21831/lektur.v9i3.28034

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