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Pawito Pawito
Jurusan Ilmu Komunikasi FISIP Universitas Sebelas Maret Surakarta
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Journal : Jurnal Audiens

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Komodifikasi Budaya Digital, Manipulasi Psikopolitik, dan Kolonialisme Data: Analisis Wacana Kritis Film The Great Hack (2019) Pahlewi, Mhd. Reza; Pawito, Pawito; Hastjarjo, Sri
Jurnal Audiens Vol. 6 No. 4 (2025): Desember
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i4.717

Abstract

The phenomenon of using personal data as a digital commodity raises serious issues related to privacy, ethics, and global democracy. The documentary film The Great Hack (2019) portrays the Cambridge Analytica scandal, which revealed how the data of millions of Facebook users were collected and exploited for political purposes. This study aims to analyze the representation of digital cultural commodification in the film by employing the theories of Cultural Commodification and Surveillance Capitalism. The research method applied is a qualitative case study through Norman Fairclough’s Critical Discourse Analysis, which encompasses the dimensions of text, discourse practice, and social practice. The findings indicate that personal data are treated as strategic economic assets, processed into psychographic profiles, and utilized to influence voter behavior in a segmented manner. Digital commodification differs from traditional forms as it operates algorithmically, on a massive scale, and often without the awareness of users. The study concludes that such practices not only violate individual privacy but also threaten the legitimacy of democracy and highlight the dominance of technology corporations in global communication.
Co-Authors Abisono, Firya Qurratu'ain Andre Noevi Rahmanto Andre Novi Rahmanto Andre Novie Rahmanto Andrik Purwasito Anggraini, Wella Anwari, Rizki Amalia Nur Aprilia, Nita Argyo Demartoto, Argyo Arifin, Hamid Arzil, Andrine Prima Afneta Ayu Pangerti, Fitria Diyah Ayu, Aulia Suminar Bambang Setyo Utomo Bethy, Rayya Bhisma Murti Calorina, Livia Daniel Happy Putra Dewi, Ni Made Yunantari Diah Kusumawati, Diah Dwi Tiyanto, Dwi Eka Nada Shofa Alkhajar, Eka Nada Shofa Endang Sutisna Sulaeman Eti Poncorini Pamungkasari Firdastin Ruthnia Yudiningrum, Firdastin Ruthnia Haryanto Haryanto Haryono, Novita Hastjarjo, Sri Herwindya Bw, Sri I Wayan Sutama Indriani, Frida Isrun Naini, Albert Muhammad Kurniavie, Lidia Ekiq Laili, Nisful Likha Sari Anggreni Listiyoningsih, Ragil Luthfiana, Lia Ulfah Marwandi, David Naini, Albert Muhammad Isrun Novia Rochmawati Nur-Anwari, Rizki Amalia Pahlewi, Mhd. Reza Panduwinata, Annisa Widya Pitaloka, Ayu Dhiah Prasetiyo, Suraji Heri Prasetya, Hanung Rahardjo, Setyo Sri Retno Wulan Retnowati, Very Satyawan, Ign. Agung Sri Herwindya Baskara Wijaya, Sri Herwindya Baskara Sudarmo . Sulistyani, Retno Suminar Ayu, Aulia Sunardiyah, Fina Sushmita, Chelin Indra Syahputri, Rezyana Budi Tantomo, Didik Tri Susanto Utari, Prahastiwi Widodo Muktiyo, Widodo Wijaya, Niken Yanto, Marianus Diaz Yuliana, Nur Aida