RECEPTION ANALYSIS OF NIGHT CLUB FUNCTIONAL CHANGES AS A COVID-19 VACCINATION CENTER
Abstract
Abstract: Many governments enforce strict regulations for entertainment business activities during the pandemic such as banning music concerts, closing KTV bars, and closing of night clubs as one of the major sites for spreading COVID-19. When the government emphasizes people to get vaccine due to the risk of death, Holywings Indonesia creates a unique campaign to invite people to participate vaccines in nightclubs. This research aims to interpret Holywings Indonesia’s customer response towards the nightclub functional changes in the COVID-19 vaccination center. This research uses a qualitative approach of reception analysis method and data collection techniques in the form of in-depth interviews. The findings of this research are influenced by these items, such as (1) the gender of the informant, (2) the intensity of the informant's visits to the Holywings nightclub, (3) the duration of the informant following Instagram @holywingsindonesia, and (4) the informant's membership status at Holywings. This research identified that most of the informants were in the category of The Dominant-Hegemonic Position. This explains the informant’s acceptance to the functional changes of Holywings Indonesia as a COVID-19 vaccination center. Evidently this has shown that the respondents prioritize their health condition rather than needs for entertainment.
Keywords: Nightclub; COVID-19; reception analysis; new media; Instagram
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