Reception Analysis of the Official Statement Post by McDonald’s Indonesia Regarding the Product Boycott in the Context of the Israel-Palestine Conflict

Abstract

This study aims to investigate the manner in which Indonesian consumers interpreted the public statements of McDonald’s Indonesia concerning the boycott movement associated with the Israeli-Palestinian conflict. In the face of extensive calls to boycott global brands perceived to support Israel, McDonald’s Indonesia encountered reputational challenges, notwithstanding its efforts to clarify its independence from McDonald’s Israel and initiate humanitarian initiatives. Utilizing Stuart Hall’s Reception Theory and corroborated by literature on Muslim consumer behavior, this qualitative study investigates how eight informants perceived and reacted to the statements made on McDonald’s official website and its posts on Instagram. Through comprehensive interviews and detailed descriptive analysis, the study illustrates that five informants assumed a dominant-hegemonic position, thoroughly endorsing the narrative of the boycott and altering their consumption habits, whereas three informants maintained a negotiated stance, reconciling ethical considerations with pragmatic reasoning. These findings underscore the dynamic nature of audience reception in politically sensitive contexts and highlight the significance of culturally grounded and transparent corporate communication. The study offers strategic insights for multinational corporations in managing brand trust and crisis communication in regions characterized by strong religious and political awareness.