From Pop to Power : Taylor Swift dan Diplomasi Amerika Serikat dikalangan Gen Z Indonesia

Sihite, Berliana Angelica (2026) From Pop to Power : Taylor Swift dan Diplomasi Amerika Serikat dikalangan Gen Z Indonesia. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini menganalisis bagaimana diplomasi digital Amerika Serikat bekerja melalui aktor non-negara, dengan menempatkan Taylor Swift sebagai representasi soft power budaya di kalangan Generasi Z Indonesia. Menggunakan pendekatan kualitatif dengan metode wawancara mendalam, observasi digital, dan studi dokumen, penelitian ini mengintegrasikan teori soft power Joseph S. Nye, pendekatan celebrity diplomacy Andrew F. Cooper, dan model encoding/decoding Stuart Hall. Temuan menunjukkan bahwa Taylor Swift berfungsi sebagai simpul pengaruh yang mendistribusikan nilai-nilai individualisme, kebebasan berekspresi, dan pemberdayaan perempuan melalui ekosistem platform digital seperti TikTok, Spotify, dan Instagram. Generasi Z Indonesia merespons pengaruh tersebut melalui tiga pola resepsi: dominant reading, negotiated reading, dan oppositional reading, yang mencerminkan proses negosiasi aktif antara arus budaya global dan identitas lokal. Penelitian ini menyimpulkan bahwa diplomasi afektif yang dipersonifikasikan melalui selebritas terbukti lebih efektif dibandingkan diplomasi publik formal dalam menjangkau generasi muda di era digital. Kata Kunci: Taylor Swift, soft power, diplomasi digital, Generasi Z Indonesia, celebrity diplomacy / This study analyzes how United States digital diplomacy operates through non-state actors, positioning Taylor Swift as a representation of cultural soft power among Indonesian Generation Z. Employing a qualitative approach through in-depth interviews, digital observation, and document analysis, this research integrates Joseph S. Nye's soft power theory, Andrew F. Cooper's celebrity diplomacy framework, and Stuart Hall's encoding/decoding model. Findings reveal that Taylor Swift functions as an influential node distributing values of individualism, freedom of expression, and women's empowerment through digital platform ecosystems including TikTok, Spotify, and Instagram. Indonesian Generation Z responds through three reception patterns: dominant reading, negotiated reading, and oppositional reading, reflecting an active negotiation between global cultural currents and local identity. This study concludes that affective diplomacy personified through celebrity figure es proves more effective than formal public diplomacy in reaching younger generations in the digital age. Keywords: Taylor Swift, soft power, digital diplomacy, Indonesian Generation Z, celebrity diplomacy

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