PEMAKNAAN KHALAYAK MENGENAI PESAN ANTI KONSUMERISME PADA FILM FIGHT CLUB (Studi Resepsi Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang)

ABSTRACT

Hisyam A Gifary. 202010040311084. Audience Interpretation of Anti-Consumerism Message in Fight Club 1999 Film (Reception Analysis Study on Communication Science Students of Muhammadiyah University of Malang). Bachelor Thesis of Communication Science Study Program, Faculty of Social and Political Sciences, Muhammadiyah University of Malang, 2025.

In a consumerist culture, individuals are constantly encouraged to purchase goods and services as a means of achieving happiness, satisfaction, and social status. Consumption is considered the primary determinant of one's identity and self-worth. However, anti-consumerism rejects this view, offering an alternative view of a more sustainable, meaningful, and fulfilling life. This attitude prioritizes values ​​such as simplicity, social justice, environmental sustainability, and personal growth over the possession of material goods. Film as a mass medium has an important role in reflecting and shaping culture and social values. Fight Club is one of the films born from the social and cultural upheaval of the late 20th century. Directed by David Fincher, this film has attracted attention for its critique of consumerism, capitalism, and social dysfunction in the modern era. The subjects in this study were students from the University of Muhammadiyah Malang with diverse backgrounds and aged 20-24 years according to the target audience of the film "Fight Club 1999". The research method used a qualitative method, the analysis method used Stuart Hall's model analysis, namely reception analysis. The results of the audience reception analysis research on each scene in the film "Fight Club 1999" showed that six out of ten participants were in the Dominant Hegemony position, four were in the Negotiation position and no subjects were found in the Opposition position, which means that the Anti-Consumerism message in the film "Fight Club 1999" can be understood but four subjects did not fully agree and no subjects completely rejected it, each subject has their own assessment because of the different factors of background, experience and environment which greatly influence the way individuals interpret the message.