Absorbsi Budaya oleh Digital Natives dalam Era Globalisasi (Studi Netnografi Akun Autobase Twitter @Kdrama_Menfess)

Abstract

Currently, Korean dramas are increasingly popular among digital natives, especially in Indonesia. Upon following this trend, Indonesian digital natives use social media as a tool to interact and discuss about Korean dramas, and Twitter is no exception. One of the popular Twitter accounts among Indonesian digital natives is @kdrama_menfess which is used to interact openly about Korean dramas. This descriptive study discusses the @kdrama_menfess as a Twitter auto-base account used by Indonesian digital natives to interact about Korean dramas. This research was conducted with the aim of revealing and explaining the absorption of Korean cultural values that are spread through Korean dramas by Indonesian digital natives. The method used in this study is netnography with a qualitative approach. The data analyzed was obtained from tweets sent by @kdrama_menfess‘ users during the 2021-2022 period. The results of the study show that Indonesian digital natives internalize the values of love, responsibility, hard work, and cooperation from Korean culture to strengthen the cultural values that already exist in Indonesian digital native culture. Whereas, other Korean cultural values, such as Korean custom of bowing, culinary, wearing hanbok, using and learning the Korean language, are also absorbed to enrich the cultural repertoire of Indonesian digital natives who are members of @kdrama_menfess