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All Journal Deliberatio : Jurnal Mahasiswa Komunikasi International Journal of Social, Economic, and Business
Adhara Suwanta
UPN Veteran Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Mediatisasi Olahraga sebagai Tontonan: Tinjauan Naratif Ekonomi Politik Bulu Tangkis di Indonesia Ambar Alimatur Rosyidah; Adhara Suwanta; Muhammad Rifky Raditya Firdaus
Deliberatio: Jurnal Mahasiswa Komunikasi Vol 6 No 1 (2026): April 2026
Publisher : Prodi Ilmu Komunikasi FISIP Undana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59895/deliberatio.v6i1.877

Abstract

Mediatisasi olahraga berperan dalam kompleksitas bulu tangkis dengan spektrum pengalaman budaya dan hiburan yang luas. Di Indonesia, bulu tangkis merupakan contoh utama bagaimana narasi media, platform daring, dan logika pasar mendefinisikan kembali relevansi budaya dan nilai komersial olahraga ini. Melalui mediatisasi, makna dan nilai inti bulu tangkis tidak hanya dipengaruhi tetapi juga direkonstruksi secara fundamental. Penelitian ini bertujuan untuk memahami mediatisasi olahraga dan ekonomi politik bulu tangkis. Penelitian ini menggunakan metode tinjauan naratif dengan perspektif masyarakat tontonan dari Guy Debord. Kriteria pencarian menggunakan kata kunci ‘komunikasi olahraga’, ‘tontonan olahraga’, ‘bulu tangkis di Indonesia’, dan ‘mediatisasi olahraga’ dalam kurun waktu 2016-2025. Penelitian ini mengidentifikasi tiga tema utama yang menjadi kerangka analisis, yaitu mediatisasi olahraga sebagai tontonan tanpa batas, ekonomi politik bulu tangkis, serta budaya visual yang membentuk ilusi persatuan. Penelitian ini menunjukkan bahwa bulu tangkis telah bertransformasi dari olahraga berbasis keterampilan fisik menjadi mega-spectacle global yang beroperasi dalam logika kapitalisme media dengan adanya mediatisasi dan komodifikasi. Budaya visual dalam bulu tangkis menciptakan ilusi persatuan melalui nasionalisme yang termediasi, namun pada saat yang sama tersembunyi fragmentasi, ketimpangan akses, dan eksploitasi dalam ekosistem media olahraga.
The Culture Of Frugality In The Consumption Patterns Of The "Murah - Murah" Online Community: A Netnographic Study On Social Media X Shafinaz Nafizhah Hardianti; Augustin Mustika Chairil; Adhara Suwanta
International Journal of Social, Economic, and Business Vol. 2 No. 4 (2026): June 2026
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i4.141

Abstract

This study aims to understand how the culture of frugality is formed, particularly in the consumption patterns of members of the online community “Murah-Murah.” This research uses a descriptive qualitative method with a netnography approach to explore more deeply the practices, interactions, and values that shape the culture of frugality within the community. The data were obtained through observations of posts and interactions among community members related to buying and selling activities. The findings show that the practice of frugality is reflected in various forms of digital interaction, such as the tawarin phenomenon, want to buy (WTB) posts, and want to sell (WTS) posts from the sellers’ point of view. These phenomena show that community members actively participate in negotiation processes, searching for goods at more affordable prices, and offering items at prices considered inexpensive. This process occurs through posts made by members and responses from othermembers in the community. These interactions reflect values of saving, efficiency, and efforts to maximize the value of each transaction. Therefore, the “Murah-Murah” community can be understood as a virtual space thatfacilitates the formation of a frugality culture through digital consumption practices and social interactions among its members.
Co-Authors Ambar Alimatur Rosyidah Augustin Mustika Chairil Muhammad Rifky Raditya Firdaus Shafinaz Nafizhah Hardianti