RECEPTION ANALYSIS OF GEN Z TOWARDS GENDER EQUALITY IN DARA SETARA FSTVLST CONCERT
DOI:
https://doi.org/10.31947/aiccon2025.v1i2.47662Keywords:
Dara Setara, Generation Z, Music concert, Popular culture, Reception analysisAbstract
This research aims to analyze how Generation Z interpreted the gender equality message constructed in the Dara Setara concert by FSTVLST music group. This concert not only functions as entertainment, but also as a medium of social communication that carries a message of gender equality through visual elements, song lyrics, stage narration, and inclusive concert space arrangement. Using a qualitative approach with Stuart Hall's reception analysis method, this research dissects the encoding process of how the message of gender equality is formed by concert organizers and decoding, namely how Gen Z audiences interpret the message based on social background, personal values, and exposure to gender issues. Informants were selected using a purposive sampling technique with the following criteria: belong to generation Z, live in Surakarta, have attended concerts live or through digital media, and have an interest in gender equality issues. Data were collected through in-depth interviews and documentary observations, and analyzed using Stuart Hall's reading position model, namely dominant-hegemonic, negotiated, and oppositional. The results showed that most informants were in a dominant reading position, which fully accepted the gender equality message conveyed by the concert, while others were in a negotiated position, which accepted the message with adjustments to their personal backgrounds and experiences. No informants were found who directly rejected the message of gender equality conveyed by the concert. This variation in meaning is influenced by individual experience, social environment, and the level of gender literacy of each informant. This research confirms that music concerts can be analyzed as popular culture products that have a symbolic communication structure, and therefore can be the object of reception studies. The conclusion of this study is that the Dara Setara concert succeeded in shaping a gender equality narrative that could be accepted by young audiences, and showed that Generation Z has a critical awareness in interpreting social issues communicated through entertainment media. The findings contribute to the study of cultural communication and gender communication, and provide recommendations to creative industry players and social activists to optimize concert media as an inclusive and participatory advocacy space.
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