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All Journal Indonesian Journal of Digital Public Relations Journal of Communication and Public Relations (JCPR)
Azzumar Adhitia Santika
Universitas Sultan Ageng Tirtayasa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Commodification through Exaggerated Narratives in Indonesian YouTube Industry: Capital Maintenance & Reputation Azzumar Adhitia Santika; Yasmin Alvina
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105004220252

Abstract

Recent commodification studies primarily focus on what is commodified, often overlooking how it is delivered through exaggerated narratives within the Indonesian YouTube industry. Using Vincent Mosco's work on commodification, this qualitative research aims to analyze how Atta Halilintar (AH), a prominent figure and one of the biggest powers in the industry, employs exaggerated narratives as a deliberate tool for commodifying information into exchange value, specifically to make the content more appealing and entertaining. The data of this research were gathered from the four most-viewed of AH's ‘Grebek Rumah’ videos. We use multimodal critical discourse analysis (MCDA) to analyze the data from its titles, thumbnails, photography compositions, and conversations. The results show that exaggerated narratives cannot only be seen as a deliberate tool to make content more appealing and entertaining. Beyond that, this tool also has capital interests and follows market logic. This means content that might be perceived as inappropriate will continue to be produced as long as it is still widely consumed/watched. However, unethical use of this tool, such as intentionally presenting misleading information, can damage the creator's reputation. Thus, the digital content creators must be aware of and use this deliberate tool ethically, rather than only focusing on maximizing capital potential. For theoretical contributions, we suggest exaggerated narratives to be considered as an important aspect in content commodification, and suggest future research to pay more attention to its use in other platforms.
KOMUNIKASI KRISIS GREEN AND SMART MOBILITY INDONESIA DI MEDIA SOSIAL: STUDI KASUS KECELAKAAN KERETA API DI BEKASI Azzahra Mutia; Nina Yuliana; Azzumar Adhitia Santika
Indonesian Journal of Digital Public Relations (IJDPR) Vol 5 No 1 (2026): Agustus
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/ijdpr.v5i1.11303

Abstract

Peristiwa kecelakaan kereta api di Stasiun Bekasi yang melibatkan taksi listrik Green SM menjadi perhatian publik. Kejadian ini menimbulkan berbagai tanggapan dari kalangan publik di media sosial. Salah satu yang menjadi perhatian publik adalah tidak adanya permintaan maaf dari pihak Green SM. Publik mengharapkan pihak Green SM menyampaikan permintaan maaf dan bertanggung jawab terhadap para korban. Perbedaan antara harapan publik dengan respon yang diberikan oleh perusahaan menarik untuk diteliti karena dapat mempengaruhi persepsi publik terhadap perusahaan. Tujuan dari penelitian ini adalah untuk mengetahui respon Green SM di media sosial dan bagaimana reaksi publik terhadap respon tersebut. Metode penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui akun media sosial Instagram milik Green SM. Respon yang diposting pada akun media sosial pihak Green SM berupa ucapan belasungkawa dan pernyataan kepedulian. Selain itu, pihak Green SM juga merespon komentar warganet yang menunjukkan bahwa perusahaan cukup responsif terhadap publik. Namun, bagi sebagian publik respon tersebut masih belum cukup karena masyarakat mengharapkan permintaan maaf dan pertanggungjawaban dari pihak Green SM. Respon yang diberikan oleh pihak Green SM belum mampu mengubah persepsi warganet menjadi positif karena respon yang disampaikan belum sesuai dengan yang diharapkan oleh publik. Kecepatan respon yang diberikan perusahaan tidak selalu mengubah persepsi publik menjadi positif. Perusahaan perlu memahami apa yang publik harapkan agar respon perusahaan dapat diterima dengan baik oleh masyarakat.
Co-Authors Ari Santoso Widodo Azzahra Mutia Nina Yuliana Yasmin Alvina