Reception Analysis of "Muhammad and Maria" Alcohol Promotion Content on Instagram Account @Holywingsindonesia

Abstract

PT Aneka Bintang Gading, or Holywings Group, is a cafe business known for its captivating and unique concept. @holywingindonesia posted promotional content on Instagram on June 23, 2022, offering free alcohol for Muhammad and Maria visitors. The promotional content targeting individuals with these names was deemed religious defamation since both names hold significant religious value in Indonesian society, representing the Islamic and Christian faiths. Controversial content often has the potential to trigger negative reactions from a significant portion of the audience. The viral content practice involving elements of ethnicity, religion, and race (SARA) undermines the principles of popular culture and threatens social unity. This research adopts a descriptive qualitative approach utilizing Stuart Hall's encoding-decoding process within the reception theory to uncover the interpretations of the followers of Holywings Indonesia on Instagram.