ANALISIS ETIKA KOMUNIKASI NETIZEN DI INSTAGRAM FALCON PICTURES

Abstract

In early 2025, the Instagram comment section of @falconpictures was filled with unethical digital communication practices in response to actor Abidzar Al-Ghifari's statement in the promotion of the Indonesian version of the film A Business Proposal. Netizen comments were not only in the form of criticism, but also showed the use of harsh language, one-sided moral judgment, and the development of cancel culture practices that ignore the principles of communication ethics. This study aims to analyze the forms of communication ethics violations in netizen comments andexplain the influence of netizens' horizons of understanding on unethical communication practices in digital comments. This study uses adescriptive qualitative method with the Hans-Georg Gadamer hermeneutic approach. Data were obtained through non-participatory observation and documentation of netizen comments understood as digital texts, then analyzed through the stages of pre-understanding (prejudices), dialoguewith text, fusion of horizons, until understanding is achieved. The results of the study indicate that netizens' unethical communication practicescontain violations of communication ethics in the form of violations of honesty, empathy, justice, and ethical responsibility.These practices are influenced by netizens' horizons of understanding, shaped by collective identity and fandom culture, public moral judgments, and social sanctions in digital culture. This horizon encourages one-sided interpretations expressed through confrontational and destructive comments, potentiallygiving rise to collective social pressure that develops into cancel culture. Therefore, freedom of expression in the digital space needs to be balanced with ethical awareness to ensure public communication remains dialogical and responsible.