Praktik Textual Poaching dan Perebutan Otoritas Narasi Pada Akun Instagram @theunitedstrand
DOI:
https://doi.org/10.37329/ganaya.v9i2.5345Keywords:
Textual Poaching, Affective Publics, Contested Authorship, Metrik Visual, NetnografiAbstract
Digital media enables sports fans to challenge official club narratives; however, studies exploring the use of the biological body as a medium for satire remain limited. This research aims to examine how the body transforms into a visual metric of a club's failure and how this practice triggers contested authorship between fans and professional athletes in the digital space, focusing on the viral case of the Instagram account @theunitedstrand. This study employs a qualitative netnographic approach utilizing visual and comment interaction analysis. The concepts of textual poaching by Henry Jenkins and affective publics by Zizi Papacharissi are used as theoretical lenses. The study reveals three key findings: (1) fans engage in textual poaching by reappropriating official match result narratives into a satirical bodily performance, turning their hair into a "living scoreboard"; (2) interactions in the comment section form affective publics bound by shared suffering and dark humor; and (3) this phenomenon creates contested authorship, as evidenced by the resistant reactions of professional players competing for narrative authority. It is concluded that social media empowers fans to commodify their personal suffering into a dominant narrative that effectively disrupts the traditional sports hierarchy.
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