PEMAKNAAN KHALAYAK DALAM DRAMA KOREA START-UP DI PLATFORM NETFLIX TENTANG PERUBAHAN GAYA HIDUP WANITA KARIR (Studi Resepsi Pada Karyawati Di PT. Golden Tekstil Indonesia)

Revanisa Frisqilia Agatha, 202110040311455, Pemaknaan Khalayak dalam Drama Korea Start-Up di platform Netflix tentang Perubahan Gaya Hidup Wanita Karir (Studi Resepsi pada Karyawati di PT. Golden Tekstil Indonesia). This thesis was submitted to the Faculty of Social and Political Sciences, Universitas Muhammadiyah Malang, in 2025.
The study examines audience interpretations of the South Korean drama Start-Up on Netflix, focusing on the representation of lifestyle changes among career women. It aims to explore how audiences interpret the values, roles, and life dynamics of working women as portrayed in the drama. This research employs a qualitative method with a reception analysis approach, using in-depth interviews to explore the perspectives and interpretations of female employees at PT. Golden Tekstil Indonesia as the research subjects. The findings show that viewers perceive Start-Up as a medium that provides inspiration, motivation, and reflection on the challenges and opportunities faced by women in the modern workplace. Additionally, the drama is considered to contribute to changing perceptions of independence, professionalism, and the balance between personal life and career. The study also applies Stuart Hall’s reception theory, which highlights three decoding positions: dominant-hegemonic, negotiated, and oppositional. The results indicate variations in audience reception: some informants occupy the dominant position by accepting the values of independence and career ambition portrayed by the main characters; others take a negotiated position by adapting the meanings based on their cultural context and personal experiences; while a small number adopt an oppositional stance by rejecting the portrayal of women’s career lives as inconsistent with their social realities. These findings confirm that audiences are active in interpreting media messages and demonstrate the relevance of Stuart Hall’s theory in understanding the dynamics of audience reception toward representations of career women in popular media.