PEMAKNAAN PESAN KONTEN INSTAGRAM @dropdeadofficial OLEH DIVISI KREATIF IKABAMA DALAM STRATEGI PROMOSI BRAND MENGGUNAKAN ANTI-DESAIN

This study analyzes the reception of IKABAMA's creative division towards the anti-design promotional strategy employed by the brand Drop Dead on Instagram (@dropdeadofficial). Founded by Oli Sykes in 2005, Drop Dead is renowned for its experimental and futuristic designs, utilizing anti-design as a promotional tool. The research applies the Reception Theory from Cultural Studies, inspired by Stuart Hall, David Morley, and Sonia Livingstone, which emphasizes the complexity of understanding cultural meanings. The subjects of the study are students from Universitas Muhammadiyah Malang who are members of IKABAMA, selected through purposive sampling techniques.
The findings indicate that the anti-design style is well-suited for promoting Drop Dead, enhancing the brand's "Dark" image and identity. While there is some negotiation and opposition in the reception of the message, nearly all informants view the anti-design style as an effective promotional approach on Instagram. This study aims to provide insights into the impact of anti-design visual strategies on fashion brand image and business success, as well as to offer guidance for other fashion brands seeking to adopt similar strategies on Instagram.