MEASURE EMOTIONAL EVOKED FROM A WEB SERIES: TROPICANA SLIM’S SORE, ISTRI DARI MASA DEPAN

• Main Author: Callista Denura (19015162), Sherin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30924
• Institution: Institut Teknologi Bandung

Web series had been massively grow as one of promotional tools that successfully attract millions <br /> <br /> viewers. The concept of web series that aired in every specific period of time increase the intensity of <br /> <br /> interaction between viewer to the brand featured in the web series. Many web series that been launched <br /> <br /> lately but there is limited research that explore about the web series and its emotional evoke. This <br /> <br /> current research is purposed to measure human emotional evoke from a web series by using qualitative <br /> <br /> approach. The respondent of the research were people who have been watched the web series that in <br /> <br /> this research is SORE: Istri Dari Masa Depan. This research examined 20 respondent reactions towad <br /> <br /> the web series. Respondents previously watch the complete episode of the web series and after that the <br /> <br /> respondents would be interviewed about their reaction and emotional appeals that came while and after <br /> <br /> watching web series. The written transcript will be analyzed and coded into 25 Basic Positive Emotions <br /> <br /> from Desmet and 10 Strongest Emotions of Thomson. The research also analyzed the stimulated object <br /> <br /> that initiated the appearance of each emotion. The research using two theories as comparison to see the <br /> <br /> preferable approach to measure emotional evoked from web series in Indonesia. This research used data <br /> <br /> validation technique that is researcher triangulation. The researched found positive emotions regarding <br /> <br /> the web series shown with percentage of 96,983%, only 3.017% of them express negative emotions. <br /> <br /> According to Desmet 25 Positive Emotions approach, the most frequent emotions evoked from web <br /> <br /> series are joy, fascination, and admiration. Meanwhile, according to Thomson 10 Emotions approach <br /> <br /> the emotion of delighted, affectionate, and loved appeared the most. The comparison of two approach <br /> <br /> are described further in the research. The result should be important and fascinated for other brands that <br /> <br /> willing to start web series as promotional activity or brand that had already used web series as <br /> <br /> promotional activity in order to understand their customer emotional attachment to the brand. <br /> <br /> Keywords: Positive Emotion, Emotional Evoke, Web Series, YouTube