"[
ABSTRAK Warga negara lain sering mengaitkan orang Indonesia dengan beberapa hal seperti cinta keluarga,
toleran, ramah, religius tetapi suka terlambat, lamban, pemalas, kurang disiplin, dan terlalu suka basa-basi
(Setyorini, 2014). Kepercayaan tersebut dapat tergolong sebagai stereotip, karena menyusun citra mengenai
kelompok tertentu ke dalam kategori yang sederhana untuk merepresentasikan seluruh anggota dari kelompok
tersebut (Samovar, Portner, & McDaniel, 2009). Stereotip dipelajari melalui media massa, tetapi kini revolusi
digital memungkinkan publik untuk tidak hanya menerima informasi berisi stereotip yang disediakan dan
disebarluaskan melalui media massa. Situs-situs web berbasis konten ciptaan pengguna (user-generated content)
sebagai media alternatif memungkinkan publik untuk melawan stereotip-stereotip yang ada. Di sisi lain, konten
ciptaan pengguna juga dapat berisi konten yang justru melanggengkan stereotip-stereotip lama.
Makalah ini bertujuan untuk menganalisis bagaimana konten ciptaan pengguna, yaitu seri video ―How
to Act Indonesian‖ di Youtube, merepresentasikan masyarakat Indonesia. Makalah ini juga akan menganalisis
apakah seri video ―How to Act Indonesian‖ melawan stereotip, melanggengkan stereotip lama, atau justru
membentuk stereotip baru. Hasil analisis menunjukkan bahwa dalam representasi budaya masyarakat Indonesia
dalam How to Act Indonesian terdapat stereotip-stereotip sarcastis, ethnocentris, and juga stereotip karakteristik
nasional. Stereotip-stereotip tersebut mengabaikan kompleksitas masyarakat Indonesia yang terdiri dari
sekelompok individu yang beragam.;Citizens of other countries often refer to Indonesians as family-loving, tolerant, friendly, religious, but
also often late, lazy, slow, lack of discipline, and chit-chat too much (Setyorini, 2014). Those beliefs can be
categorized as stereotype, because they organize the image of a group into simple categorizations to represent
whole of the group (Samovar, Portner, & McDaniel, 2009). Stereotypes are learned through mass media, but at
the present digital revolution allows public to not only receive stereotype informations provided and spread by
the mass media (Croteau, Hoynes, & Milan, 2012). User-generated content based websites as alternative media
allows public to counter the already existing stereotypes. On the other hand, user-generated content may also
consists of contents that perpetuate the existing stereotypes (Guo & Harlow, 2014).
This paper aims to analyze how a user-generated content, which is ?How to Act Indonesian? series on
YouTube, represents Indonesians. This paper also aims to analyze whether ?How to Act Indonesian? series
counter, perpetuate, or even establish new stereotypes. Analysis shows that the cultural representation of
Indonesians on ?How to Act Indonesian?series contains sarcastic, ethnocentric, and national characteristic
stereotypes. Those stereotypes ignore the complexity of Indonesian society which in reality consist a group of
diverse individuals., Citizens of other countries often refer to Indonesians as family-loving, tolerant, friendly, religious, but
also often late, lazy, slow, lack of discipline, and chit-chat too much (Setyorini, 2014). Those beliefs can be
categorized as stereotype, because they organize the image of a group into simple categorizations to represent
whole of the group (Samovar, Portner, & McDaniel, 2009). Stereotypes are learned through mass media, but at
the present digital revolution allows public to not only receive stereotype informations provided and spread by
the mass media (Croteau, Hoynes, & Milan, 2012). User-generated content based websites as alternative media
allows public to counter the already existing stereotypes. On the other hand, user-generated content may also
consists of contents that perpetuate the existing stereotypes (Guo & Harlow, 2014).
This paper aims to analyze how a user-generated content, which is “How to Act Indonesian” series on
YouTube, represents Indonesians. This paper also aims to analyze whether “How to Act Indonesian” series
counter, perpetuate, or even establish new stereotypes. Analysis shows that the cultural representation of
Indonesians on “How to Act Indonesian”series contains sarcastic, ethnocentric, and national characteristic
stereotypes. Those stereotypes ignore the complexity of Indonesian society which in reality consist a group of
diverse individuals.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
