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Meme Jomok sebagai Representasi Interseksionalitas Ras dan Gender di Media Sosial
Abstract
Abstract - Social media has become a place for communication and interaction. It is also a place for exchanging information and ideas. As a result of this exchange of information and ideas, digital communities have emerged, consisting of users who share similar interests. In this era, memes have become a practical means of communication. This is because memes provide a practical representation of life as it is. Memes are a form of entertaining communication, but they have now become a means of indirectly conveying stereotypes. Jomok memes are meme content that directly displays muscular, masculine black men in homoerotic poses. This occurs in a community called Sungut Lele. The purpose of this study is to analyse Jomok meme content as intersectionality content on social media. The research method used is qualitative research. The data collection techniques used are digital participatory observation, interviews, and document studies. The theory used is the theory of intersectionality proposed by Kimberle Crenshaw. The results of this study show that the Sungut Lele community practically uploads memes that have intersectionality visuals towards black people. Black people are visualised as muscular, erotic, and homosexual black men. This content constantly reinforces new stereotypes about black people, which causes discomfort to individuals. These findings show that memes are not only a means of communication that is full of entertainment, but also a means of indirectly conveying new stereotypes to the audience.
Keywords: Digital Observation; Intersectionality; Memes; Stereotypes; Virtual Community
Abstrak - Media sosial menjadi tempat untuk berkomunikasi dan berinteraksi. Media sosial juga menjadi tempat untuk bertukar informasi serta tempat untuk bertukar pikiran. Akibat adanya proses pertukaran informasi dan pikiran tersebut, muncullah komunitas-komunitas digital yang terdiri atas pengguna yang memiliki kesamaan akan keinginan. Pada zaman ini, meme menjadi alat komunikasi yang praktis. Karena, meme dengan praktisnya memberikan jelemaan tentang kehidupan yang sudah terjadi. Meme merupakan alat komunikasi menghibur, namun sekarang menjadi alat untuk menyampaikan stereotip secara tak langsung. Meme Jomok adalah konten meme yang secara langsung menampilkan laki-laki berkulit hitam yang berotot, maskulin, dan menampilkan pose yang homoerotik. Hal tersebut terjadi pada suatu komunitas yang bernama Sungut Lele. Tujuan penelitian ini adalah untuk menganalisis konten Meme Jomok sebagai konten interseksionalitas di media sosial. Metode penelitian yang digunakan adalah metode penelitian kualitatif. Teknik pengumpulan data yang digunakan adalah observasi partisipatif digital, wawancara, dan studi dokumen. Teori yang digunakan adalah teori interseksionalitas yang dikemukakan oleh Kimberle Crenshaw. Hasil penelitian ini menunjukkan bahwa Komunitas Sungut Lele secara praktis mengunggah meme yang memiliki visual interseksionalitas terhadap orang kulit hitam. Orang kulit hitam divisualisasikan sebagai pria kulit hitam yang berotot, erotis, dan berorientasikan homoseksual. Konten tersebut senantiasa memberikan stereotip baru terhadap orang kulit hitam yang menimbulkan ketidaknyamanan terhadap suatu individu. Temuan tersebut menunjukkan meme tidak hanya sebagai alat komunikasi yang penuh hiburan, tetapi juga alat untuk menyalurkan stereotip baru secara tak langsung kepada audiens.
Kata kunci: Interseksionalitas; Komunitas Virtual; Meme; Observasi Digital; Stereotip
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DOI: https://doi.org/10.25008/wartaiski.v8i2.452
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