FENOMENA HALLYU WAVE: ANTARA INOVASI DAN ANCAMAN, STUDI GAYA KOMUNIKASI ANGGOTA KOMUNITAS KPOP SQUAD LOMBOK

Abstract

This study aims to identify the forms of Hallyu content consumed by members of the Kpop Squad Lombok community and how such content impacts local culture, particularly in the interaction styles of the community members. The research method used in this study is qualitative research with a case study approach. The researcher conducted interviews involving two participants, as well as observations and documentation carried out in the Lombok area, specifically in Mataram City and Central Lombok Regency. The results of the study show that the majority of Kpop Squad Lombok community members consume two main types of Hallyu content: Korean Pop Music (K-pop) and Korean Drama (K-drama). These forms of Hallyu content have a significant impact on local culture, especially on interaction styles. The two contents dominate the original identities of the younger generation in the Kpop Squad Lombok community, this phenomenon potentially poses a threat to the authenticity of local cultural identity. However, the initiatives of KSL community members in preserving local culture through the events they organize can be seen as a form of innovation.