REPRESENTASI PARASOCIAL RELATIONSHIP PADA KLIP VIDEO DI YOUTUBE (Analisis Isi Kualitatif dalam MV NewJeans-Ditto side A&B)

The research entitled "Representation of Parasocial Relationships in Video Clips on YouTube (Qualitative Content Analysis in MV NewJeans-Ditto side A&B)" uses the MV NewJeans with the title Ditto side A&B which was released in December 2022 as a data source. The purpose of this research is to describe how the representation of Parasocial Relationship is depicted in the video clip "Ditto side A&B". Video clips are a form of mass media that can be used as a communication tool from singers to their fans and the general public. One of the video clips that has various concepts, deep meaning and total editing is the K-pop music video clip. However, as there is a lot of content about K-pop idols, without realizing it, someone continues to have ongoing parasocial interactions until they develop into a parasocial relationship.
This research uses a qualitative approach with content analysis methods. Qualitative content analysis allows researchers to explore the meaning of a scene by categorizing the research focus and explaining it in detail. Apart from that, this research uses a descriptive research type to be able to convey the message contained as a whole. The research results found were the meaning of the message the director wanted to convey regarding the parasocial relationship between idols and fans through representation or depiction. Parasocial relationships between idols and fans occur because of idols' efforts to get close to fans in general and fans' efforts to get close to K-pop idols personally. The relationship that occurs is only a one-way relationship which in the end fans will feel bored and fed up due to the lack of personal interaction then leave their utopia and make the relationship end or parasocial breakup.