PEMBENTUKAN IDENTITAS SOSIAL GENERASI MUDA PADA KOMUNITAS K-POPERS (STUDI NETNOGRAFI PADA NCTZENMALANG.IDN)

This study is grounded in the phenomenon of Korean Pop (K-Pop) as a global cultural force, accompanied by the rise of the Korean Wave (Hallyu) among Indonesian youth. K-Pop serves not only as a form of entertainment but also as a medium that influences the transformation of values, lifestyle choices, and the formation of self-identity. The objective of this research is to explore and analyze the social identity of youth in relation to the ideas, attributes, and behaviors exhibited within the K-Popers community. Employing a qualitative approach and utilizing netnographic methods, this study investigates the formation of new social identities among young members of the nctzenmalang.idn community. Netnographic data were collected through digital community documentation and in-depth interviews.
The findings reveal three major conclusions. First, K-Pop fosters new perceptions of aesthetics, lifestyle, and aspirations among youth, with fans reflecting these values both symbolically and practically in their everyday lives. Second, aspirational attributes of K-Pop idols—such as success, discipline, and work ethic—are internalized by fans as personal standards and sources of motivation, encouraging self-improvement through learning the Korean language and culture. Third, K-Pop has led to observable shifts in media consumption patterns, shaping new habits aligned with global digital culture. Furthermore, active participation in K-Pop fandoms facilitates social interaction, nurtures solidarity, and provides emotional support through virtual communities. Ultimately, K-Pop inspires positive character development and fosters greater awareness and care for the surrounding social environment.