Wahyuningsih, Dwi, NIM: 121113006 (2016) RESEPSI PENGGEMAR TERHADAP KARAKTER HELLO KITTY DITINJAU DARI NILAI IMAJI KAWAII (STUDI KASUS 4 ANGGOTA KOMUNITAS PENGGEMAR HELLO KITTY SURABAYA). Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Something styled with kawaii, considered to be a media for fans to feel happiness, to escape from daily life, to emind childhood, and to give leisure service. The media is known as kawaii things or kawaii guzzu. One of the kawaii culture products which is very popular both in Japan and outside Japan is Hello Kitty. Hello Kitty’s fans are scattered in many countries including Indonesia. In Indonesia, Hello Kitty’s fans are joined in Komunitas Hello Kitty Indonesia or known as KHKI. KHKI overshadow Hello Kitty’s fan community located in all of the cities in Indonesia, including Surabaya. Because of its popularity, Hello Kitty is known as kawaii icon for 40 years. As a character which is very popular with many of its kawaii guzzu, Hello Kitty is identical to its role as a means of happiness, escapism, nostalgia, and leisure. Therefore, this study will be investigate how happiness, escapism, nostalgia, and leisure of character Hello Kitty interpreted by fans. As an active audience, fans would have interpretation than the other people. The method used in this research is qualitative descriptive. The theory used is the reception theory from Stuart Hall. The object of this research are four members of the community of fans of Hello Kitty Surabaya. The final results will indicate the position of the four informants in interpret the concept of kawaii of Hello Kitty from happiness, escapism, nostalgia, and leisure. From the results we will see in what position the four informants interpret the text, dominant-hegemonic position, negotiated position, or oppositional position.

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