Viewer Acceptance of Cultural Values In The Film of Marlina The Killer In Four Acts

Abstract

Films do not only play a role for entertainment, but also as a means of enlightenment and education. Film is also a powerful medium of mass communication and has an impact on the people who watch it. The impacts that hit film audiences include psychological and social impacts. The values ​​in the film indirectly affect the minds of the audience. The values ​​in the film often go hand in hand with the reality of life in a state, culture and society. This study discusses the audience's acceptance of the cultural values ​​contained in the film Marlina Si Killer Four Acts. The study was conducted using qualitative data analysis with the reception analysis method aimed at investigating the social and cultural background of the film 'Marlina Si Pem Killer Empat Babak' to the audience. Based on the reception theory in this study, the paradigm used is the constructivist interpretive paradigm. Informants in this study were selected purposively or purposive sampling, so that the criteria for informants in this study include; the informant is aged 18 to 23 years, is an active student at Al Azhar University Indonesia, has watched the film 'Marlina the Murderer in Four Acts,' the informant understands the meaning of culture and knows culture in Indonesia in general. Which is where the results of the findings and data analysis obtained by the findings of selective coding, in the form of; Watching Habit, Film Awareness and Culture Value Awareness. The results of this study found that the informants as spectators accepted the cultural concepts depicted in the film, namely in terms of demographics, geographical terms, ways of dressing, regional accents (way of speaking), and the habits of the Sumbanese people which were also depicted in the film such as taste and taste. high empathy for each other.