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All Journal Journal of Communication and Public Relations (JCPR) MEDIAKOM : Jurnal Ilmu Komunikasi
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.
ARGUING PRESIDENT SUBIANTO’S NARRATIVE ON OPPOSITION: BETWEEN ANDERSON, MACHIAVELLI, AND BOURDIEU’S CAPITAL Azzumar Adhitia Santika; Ari Santoso Widodo
MEDIAKOM Vol. 9 No. 02 (2026): Mediakom, Februari 2026
Publisher : Universitas Muhammadiyah Jember

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Abstract

President Prabowo Subianto stressed that the concept of opposition originates from Western culture and is not part of Indonesia’s political culture framework, a statement made during his early months as president. To reflect this view, he formed a large cabinet, even appointing a former presidential election rival as a coordinating minister. This observation study re-examines Prabowo’s assertion by analyzing it through Benedict Anderson’s perspective on the concept of Power in Javanese culture, Niccolò Machiavelli’s teachings on political power, and also Pierre Bourdieu's Theory of Capital. The findings reveal that Prabowo’s statement aligns with Anderson’s view, which posits that Power in Javanese culture is absolute, leaving little room for opposition. Similarly, Machiavelli, a prominent Western philosopher, advocates securing power without interference, opposing the concept of opposition to maintain sovereignty. These findings challenge Prabowo’s claim that opposition is solely a Western concept. Furthermore, the authors argue that Prabowo’s political narrative is inseparable from the accumulation of capital he possesses—particularly cultural, social, and symbolic capital—as framed by Pierre Bourdieu’s framework, rather than a genuinely rooted and robust political philosophy. Therefore, we argue that his statement serves as a political public relations strategy to legitimize his expansive cabinet and consolidate power.
Co-Authors Ari Santoso Widodo Yasmin Alvina