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KOMUNIKASI PARTISIPATIF FANDOM ARMY BANDUNG DALAM KAMPANYE BTS LOVE MYSELF Aulia Maharani, Email : [email protected]

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KOMUNIKASI PARTISIPATIF FANDOM ARMY BANDUNG DALAM KAMPANYE BTS LOVE MYSELF Aulia Maharani, Email : Aulmaa27@Gmail.Com PRoListik: Jurnal Ilmu Komunikasi Volume 5 Nomor 1, April 2020 ISSN: 2550-1135 Fakultas Ilmu Komunikasi Universitas Islam Nusantara KOMUNIKASI PARTISIPATIF FANDOM ARMY BANDUNG DALAM KAMPANYE BTS LOVE MYSELF Aulia Maharani, email : [email protected] Abstrak Penelitian ini bertujuan untuk mengetahui bentuk komunikasi partisipatif ARMY Bandung dalam menyebarkan Kampanye Love Myself dan pemaknaan ARMY Bandung terhadap adanya kampanye Love Myself. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kualitatif dengan pendekatan fenomenologi. Untuk pengumpulan data, penulis menggunakan penelitian lapangan dengan observasi, wawancara, dan studi dokumentasi di media sosial twitter dan studi kepustakaan. Hasil penelitian ini menunjukkan bahwa komunikasi partispatif yang dilakukan ARMY Bandung dalam menyebarkan kampanye Love Myself dilakukan dalam bentuk donasi, komunitas konsultasi, dan sharing seperti ARMY Help Center, Love Myself Movement, dan menyebarkan pesan positif dengan tagar BTSLoveMyself. ARMY Bandung juga memaknai kampanye ini sebagai sebuah tindakan sosial yang positif karena dapat membantu mereka untuk memahami dan mencintai diri mereka sendiri serta mendorong mereka agar dapat membentuk lingkungan yang aman dan damai tanpa ada kekerasan di kalangan anak muda. Kata kunci : Partisipasi, Kampanye, Penggemar, Love Myself PENDAHULUAN berarti ‘bulletproof’ atau ‘anti peluru’. Dewasa ini, jumlah penggemar Arti ini menunjukkan bahwa mereka dari Korean Waves atau Hallyu sangat memiliki karakter kuat dalam meningkat pesat dari awal tersebarnya menghadapi berbagai macam pandangan budaya hallyu. Peningkatan ini sebagian negatif dari orang-orang dunia luar, yang besar disebabkan oleh penggemar dari mereka analogikan sebagai peluru. pencinta penyanyi asal Korea Selatan (Luskha, 2018). baik itu boygroup, girlgroup, maupun Setelah penampilan pidato BTS pada soloist. acara United Nation 24 September 2018, BTS menjadi salah satu grup K-pop semakin banyak orang tertarik untuk yang mengalami peningkatan jumlah menjadikan BTS sebagai idola. Hal itu penggemarnya. BTS kepanjangan dari membuktikan BTS tidak hanya Bangtan Boys yang diresmikan oleh menampilkan penampilan seperti perusahaan musik Big Hit Entertaiment boygroup pada umumnya, tetapi BTS pada tanggal 12 Juni 2013. BTS memiliki juga dapat memberikan pengaruh positif arti nama bagus, yaitu ‘Bangtan’ yang sehingga BTS diberi kesempatan untuk Komunikasi Partisipatif Fandom Army Bandung Dalam Kampanye BTS Love Myself Aulia Maharani berpidato dalam acara Generation bagi anak-anak muda karena BTS Unlimited yang diadakan United Nation. memiliki lagu yang dapat menyuarakan Pemilihan BTS untuk memberikan apa yang dirasakan oleh mereka. pidato dalam acara tersebut bukan tanpa Berawal dari lagu BTS berjudul “No alasan. Seorang professor filsafat dari More Dream” yang ada pada album Universitas Sejong Korea, Lee Ji Young pertama, BTS membahas mengenai menulis dalam bukunya “BTS Artist Of mimpi anak muda. Dalam lagu ini, BTS Revolution”, BTS selalu menyuguhkan mengatakan bahwa sejak kecil seseorang lagu yang berisi pesan sosial. Lirik lagu akan memiliki banyak mimpi tetapi yang dibuat BTS memiliki pesan penting ketika sudah beranjak remaja atau karena berisi kritik untuk melawan dewasa orang-orang akan lupa dengan penindasan sosial, sistem yang dibuat mimpi sebelumnya dan membuat orang- oleh penguasa, ataupun problematika orang tersebut khawatir. Kemudin BTS yang dihadapi anak-anak remaja satu memotivasi pendengar melalui lagu ini generasi dengan BTS. Bisa saja hal dengan isi lirik seperti: tersebut yang menjadikan United Nation “what you’ve dreamed of? Who do mengundang BTS dan memberikan you see in the mirror? I gotta say: go waktu kepada BTS untuk berpidato. on your path, even if your live for a Walaupun beberapa grup dan penyanyi day. Do something, put away your asal Korea Selatan juga memiliki pesan weakness.” dalam lagunya dan berisi kritik sosial Tidak sampai di situ, pada album seperti Epik High, Bigbang, soloist Zico, selanjutnya BTS juga menciptakan lagu EXO, dan lain-lainnya. Namun pesan bukan hanya untuk mengungkapkan yang disampaikan BTS lewat lagu kekhawatiran anak muda, tetapi juga kepada para pendengarnya dilakukan berisi tentang kritik sosial dan secara konsisten dan kontinu. mendorong siapapun yang mendengarkan Lagu-lagu tersebut menerangkan lagunya untuk berpegang pada harapan kehidupan nyata isu sosial di kalangan dan keyakinan yang mereka miliki masyarakat khususnya remaja sehingga seperti yang dilakukan member BTS. para pendengar dapat merasakan Selain itu mereka juga memberikan kesungguhan pesan yang disampaikan solusi alternatif yang ada pada lagu dalam lagu-lagu BTS. Oleh karena itu, dalam album series “Love Yourself” BTS dinobatkan sebagai ‘revolusioner’ kepada anak-anak muda. Agar tidak PRoListik, Volume 5 Nomor 1, April 2020 ISSN:2550-1135, 1-20 Komunikasi Partisipatif Fandom Army Bandung Dalam Kampanye BTS Love Myself Aulia Maharani memiliki kekhawatiran berlebih dan yang Kampanye ini mendapatkan mereka perlukan adalah bahagia dan sambutan baik dari fandom – istilah mencintai diri sendiri. untuk penggemar yang menyukai bagian Selain menyampaikan pesan melalui dari kehidupan seseorang, kelompok sebuah lagu, BTS juga mencoba atau idola – BTS bernama ARMY menyampaikan pesannya melalui (Adorable Representative MC for Youth) tindakan. Contohnya menciptakan yang umumnya anak-anak muda. sebuah kampanye bernama ‘LOVE ARMY telah ikut serta dalam MYSELF CAMPAIGN’ yang bekerja menyebarkan kampanye ini dengan sama dengan UNICEF (United Nation berbagai jenis kegiatan seperti Children’s Fund). BTS dan Big Hit sumbangan dana, menyebarkan hashtag Entertaiment memilih UNICEF karena di media sosial Twitter dengan tajuk UNICEF merupakan organisasi #BTSLoveMyself, dan membuat fanbase internasional terbesar yang dipayungi yang dapat mendukung kampanye ini oleh United Nation atau Perserikatan seperti ARMY Help Centre (AHC) dan Bangsa-Bangsa (PBB) dalam masih banyak lagi. Fanbase ini dapat memperbaiki hak asasi manusia dan menjadi wadah bagi penggemar untuk kehidupan anak-anak dan remaja. membagikan dan menceritakan ‘LOVE MYSELF CAMPAIGN’ juga rasa khawatir, rasa takut, tertekan, dan mendukung kampanye #ENDViolence frustasi yang dialami penggemar atau yang bertujuan untuk memastikan bahwa orang lain pada masa muda mereka. anak-anak dan remaja di seluruh dunia Partisipasi penggemar inilah yang dapat menjalani kehidupan yang aman dan akhirnya menarik perhatian peneliti sehat tanpa takut untuk melawan kekerasan. untuk melakukan penelitian. Karena Sedangkan #ENDViolence adalah proyek kegiatan kampanye tidak hanya kampanye global milik UNICEF yang dilakukan oleh idola tetapi penggemar diperlihatkan ke seluruh negara di dunia. juga ikut berperan dalam mendorong Proyek ini ditujukan untuk melindungi seseorang untuk memiliki sebuah anak-anak dan remaja dari kekerasan dan harapan kepada orang lain. Oleh karena mendorong tindakan pencegahan. Tujuan itu, peneliti mengambil pembahasan ini memiliki kesamaan dengan nilai yang mengenai “Komunikasi Partisipatif dikejar BTS dalam kampanye ‘LOVE Kampanye BTS ‘LOVE MYSELF’”. MYSELF’ (Luskha, 2018). Rumusan masalah penelitian ini PRoListik, Volume 5 Nomor 1, April 2020 ISSN:2550-1135, 1-20 Komunikasi Partisipatif Fandom Army Bandung Dalam Kampanye BTS Love Myself Aulia Maharani adalah “Komunikasi Partisipatif mereka melalui makna yang Kampanye BTS LOVE MYSELF”. mereka temukan dalam simbol Secara khusus ingin mengetahui, dari kelompok utama (primary melihat dan mengkaji lebih dalam group) dan bahasa yang bagaimana penggemar dalam merupakan bagian penting dalam mengembangkan kampanye Love kehidupan sosial. Myself. 4. Dunia terbentuk dari objek-objek sosial yang memiliki nama dan Teori Interaksi Simbolik makna yang ditentukan secara Teori yang digunakan dalam penelitian sosial ini adalah teori Interaksi Simbolik yang 5. Tindakan manuusia didasarkan digagas oleh George Herbert Mead. pada penafsian mereka, di mana Teori Interaksi Simbolik merupakan objek dan tindakan yang sebuah cara berpikir mengenai pikiran berhubungan dalam situasi yang (mind), diri sendiri (self), dan dipertimbangkan dan diartikan masyarakat (society). Interaksi Simbolik 6. Diri seseorang merupakan objek juga merupakan suatu pergerakan dalam yang signifikan dan sebagaimana sosiologi yang berfokus pada cara objek sosial lainnya, diri manusia membentuk makna dan susunan dikenalkan melalui interaksi dalam masyarakat melalui percakapan sosial dengan orang lain. (Littlejohn dan Foss, 2011:231). Seperti yang sudah dijelaskan pada Dalam Interaksi Simbolik terdapat enam awal, Mead memiliki tiga konsep utama gagasan, yaitu: yaitu pikiran, diri, dan masyarakat. 1. Manusia membuat keputusan Ketiga konsep tersebut memiliki aspek dan bertindak pada situasi yang yang berbeda tetapi berasal dari proses dihadapinya sesuai dengan umum yang sama, disebut tindakan sosial pengertian subjektifnya (social act). Tindakan sosial merupakan 2. Kehidupan sosial merupakan sebuah kesatuan tingkah laku yang tidak proses interaksi, kehidupan dapat dianalisis ke dalam bagian-bagian sosial bukanlah struktur atau tertentu. Tindakan dimulai dengan bersifat struktural karena itu sebuah dorongan yang melibatkan akan terus berubah persepsi dan pemberian makna, latihan 3. Manusia memahami pengalaman mental, pertimbangan alternatif hingga PRoListik, Volume 5 Nomor 1, April 2020 ISSN:2550-1135, 1-20 Komunikasi Partisipatif Fandom Army Bandung Dalam Kampanye BTS Love Myself Aulia Maharani penyelesaian
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