Analysis of audience reception regarding the news of the Starbucks boycott Virginia Ayu Sagita, Medi Trilaksono Dwi Abadi, Keny Rahmawati, Nurul Retno Hapsari4, Adyatma Pradipta Thana, Muhammad Salman Alfarizi, Krisolita Dwifa Santoso, Nevilia Salsabila Haris
Universitas Pembangunan Nasional Veteran Yogyakarta
Abstract
One of the most prominent forms of social and political protest in the last several years has been the boycott of multinational corporations. The Starbucks boycott is unique among boycotts that have received international attention due to the profound impact it has had on a global scale and the seriousness of its repercussions. The labour practices, political stances, and environmental concerns are only a few of the many reasons behind the boycott. The public^s perspective and response to the boycott have been significantly influenced by the substantial media coverage of these issues. Despite its success, Starbucks has been the target of boycotts and public censure due to a number of scandals. These disagreements include a wide range of issues, including the company^s stance on various political subjects, claims of exploitative labour practices, and worries about environmental sustainability. Because of its outsized influence on how the general public views and reacts to the boycott, the media is crucial in bringing attention to these issues. Narratives, subject presentations, and public opinion are all susceptible to the whims of the media. Various audience segments^ interpretations and reactions to the media^s coverage of the Starbucks boycott can teach us a lot about how protest movements function in the modern day and how the media shapes public opinion.The interviews, observations, and literature reviews that make up this study^s qualitative research approach. Participant in-depth interviews and focus groups representing a range of demographics made comprised the qualitative component.
