Research Article

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

Authors

  • Cindy Wijaya Universitas Bunda Mulia, Indonesia
  • Alfred Pieter Menayang Universitas Bunda Mulia, Indonesia

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.

Article information

Journal

Journal of Humanities and Social Sciences Studies

Volume (Issue)

5 (10)

Pages

88-101

Published

25-10-2023

How to Cite

Wijaya, C., & Menayang, A. P. (2023). Reception Analysis of "Muhammad and Maria" Alcohol Promotion Content on Instagram Account @Holywingsindonesia. Journal of Humanities and Social Sciences Studies, 5(10), 88-101. https://doi.org/10.32996/jhsss.2023.5.10.12

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Keywords:

Reception Analysis, New Media, Digital Marketing, SARA, Viral Marketing, Holywings