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All Journal Jurnal Ilmu Komunikasi Jurnal The Messenger Jurnal Studi Komunikasi Masyarakat Telematika Dan Informasi : Jurnal Penelitian Teknologi Informasi dan Komunikasi JURNAL PENDIDIKAN TAMBUSAI Journal of Political Issues Enrichment : Journal of Management JURNAL PUBLISITAS Journal of Social Political Sciences (JSPS) International Journal of Environmental, Sustainability, and Social Science JOURNAL SCIENTIFIC OF MANDALIKA (JSM) AKSELERASI: Jurnal Ilmiah Nasional Da'watuna: Journal of Communication and Islamic Broadcasting KOMUNIKATA57 Scriptura : Jurnal Ilmiah Journal of Scientech Research and Development Jurnal Indonesia Sosial Sains Indonesian Journal of Digital Public Relations Enrichment: Journal of Multidisciplinary Research and Development Sinergi International Journal of Communication Sciences Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Da'watuna: Journal of Communication and Islamic Broadcasting Jurnal Komunikasi Indonesia Communica : Journal of Communication As-Syirkah: Islamic Economic & Financial Journal
Udi Rusadi
Puslitbang Literasi dan Profesi Badan Litbang SDM Kementerian Komunikasi dan Informatika Jl. Medan Merdeka Barat No. 9 Jakarta 10110
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EROSI NILAI EDUKASI MELALUI KOMODIFIKASI KONTEN PADA KANAL PENDIDIKAN YOUTUBE Rusdianto, Ujang; Rusadi, Udi
AKSELERASI: Jurnal Ilmiah Nasional Vol 6 No 3 (2024): AKSELERASI: JURNAL ILMIAH NASIONAL
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jin.v6i3.1180

Abstract

Komodifikasi konten edukasi di YouTube Indonesia semakin berfokus pada keuntungan komersial, sehingga mengaburkan tujuan edukatif dan merugikan kreator konten serta audiens. Artikel ini menganalisis erosi nilai-nilai edukasi melalui komodifikasi konten pada kanal pendidikan YouTube. Teori ekonomi politik kritis dan konsep kapitalisme platform digunakan sebagai dasar untuk mengevaluasi ketimpangan kekuasaan antara platform, kreator, dan audiens. Kajian ini menggunakan metode kualitatif dengan studi literatur untuk mengkaji bagaimana komodifikasi konten dan audien pada kanal Youtube edukasi di Indonesia. Hasil analisis menunjukkan bahwa algoritma YouTube yang berbasis engagement memaksa kreator untuk menyederhanakan konten agar sesuai dengan preferensi pasar, menyebabkan pergeseran dari konten mendalam ke konten yang lebih sensasional. Kesimpulannya, komodifikasi konten edukasi di Youtube Indonesia tidak hanya menurunkan kualitas edukasi, tetapi juga menyoroti ketimpangan struktural dalam ekosistem digital yang didominasi oleh kapitalisme global. Studi ini merekomendasikan adanya kebijakan untuk melindungi kreator konten edukasi lokal dari eksploitasi platform.
Prosumerism in the democratic arena: A critical analysis of social media users' role in the production and dissemination of election information in Indonesia Indira Isni, Lusiana; Rusadi, Udi; Febrayanto, Catur Raharjo
Enrichment : Journal of Management Vol. 14 No. 5 (2024): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i5.2137

Abstract

The phenomenon of prosumerism on social media plays a crucial role in influencing the dynamics of citizens' political participation, particularly in the upcoming 2024 Indonesian elections. However, this phenomenon also presents challenges related to the spread of disinformation and polarization. This study aims to explore how prosumers produce and disseminate political content on social media and its impact on public discourse. It posits that prosumerism, through digital platforms, has transformed political participation into a more interactive process, yet remains susceptible to misuse. The theoretical framework includes prosumerism, echo chambers, and digital literacy. A qualitative methodology is employed, utilizing a literature review of various relevant recent studies. The analysis indicates that while prosumerism enhances political participation, it is often trapped within echo chambers that exacerbate biases and the dissemination of disinformation. The conclusion of this research suggests that although prosumerism can broaden political participation, without effective regulation and improvement of digital literacy, it may deepen social polarization and threaten the integrity of democracy.
Media Narratives and Social Exclusion: A Structuration Analysis of Rohingya Refugee Coverage in Indonesia Krida, Graha Wira; Rusadi, Udi
Sinergi International Journal of Communication Sciences Vol. 3 No. 1 (2025): February 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijcs.v3i1.289

Abstract

This study examines the role of the media in shaping public meaning towards Rohingya refugees in Indonesia through Anthony Giddens' structuration theory. The problem discussed is how the media constructs narratives that are in line with the political and economic interests of the elite, which directly shape the public's meaning towards refugees as a "threat" or "burden." The purpose of this study is to understand in depth how the media uses its reporting mechanisms to shape meaning, control discourse, and legitimize policies regarding Rohingya refugees within the framework of the political economy communication structure. The theories and concepts applied include Giddens' structuration theory, which emphasizes three key elements: significance, dominance, and legitimacy, which provide a framework for empowering how the media shapes perceptions and policies on refugee issues. The methodology used is an analysis of news coverage about Rohingya refugees on SCTV media as an example of media in Indonesia, identifying narratives and interests conveyed in reporting. The analysis shows that coverage such as that carried out by SCTV, shapes public meaning through repeated narratives that depict refugees positively and negatively. The conclusion highlights the media structuring that determines the meaning of public opinion towards Rohingya refugees.
The Duality of Structure Behind the Practice of Reporting in Perpetuating the Existence of Corporations MT. Sirait, Charles Bonar; Widaningsih, Titi; Dua, Michael; Rusadi, Udi
Enrichment: Journal of Multidisciplinary Research and Development Vol. 2 No. 9 (2024): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v2i9.217

Abstract

This research aims to reveal the duality of the structure carried out by MNC Group through Okezone.com in news related to the Broadcasting Bill. The delay in the ratification of the Broadcasting Law No. 32 of 2002 is the background for the dominance of media discourse by MNC Group which fights for a Multi Mux or Hybrid Mux system that is more beneficial to them than the government-supported Single Mux model. This research uses a critical paradigm with a qualitative approach based on Anthony Giddens' structural theory and Teun A. van Dijk's critical discourse analysis. The results of the study show that 12 news articles in Okezone.com throughout 2017–2018 reflect the dominance of MNC Group in building public opinion to support the Multi Mux system. The duality of structures is seen in three dimensions: significance, dominance, and legitimacy, which systematically intervene in the public space. This research highlights that economic-political motives are the main drivers, where the power of the media is used to marginalize the public interest for the benefit of certain groups. This study concludes that the power of the media supported by the socio-political structure has the potential to threaten the balance of information and democracy in the Indonesian broadcasting ecosystem.
Ekonomi Politik Media Platform Lokal: Relasi Kuasa antara Pemerintah Daerah dan Media Online di Jawa Timur Hidayat, Rachmat; Rusadi, Udi
Scriptura Vol. 15 No. 1 (2025): JULY 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.1.50-63

Abstract

Artikel ini menganalisis relasi kuasa antara media online lokal dan pemerintah daerah dalam lanskap ekonomi digital di Jawa Timur. Penelitian ini dilatarbelakangi oleh meningkatnya ketergantungan media lokal terhadap pendanaan publik dan tekanan algoritmik dari platform digital global. Penelitian menggunakan metode kualitatif kritis dengan pendekatan Political Economy of Communication (PEC) Dwayne Winseck, melalui studi kasus instrumental pada dua media lokal: Kantor Berita Antara Biro Jawa Timur dan Harian Bhirawa. Data dikumpulkan melalui wawancara mendalam, observasi terbatas, serta analisis isi terhadap konten media selama Februari–April 2025. Hasil penelitian menunjukkan bahwa ketergantungan finansial terhadap pemerintah daerah berdampak pada independensi redaksional dan mendorong praktik jurnalisme pesanan. Logika algoritma platform digital semakin meminggirkan konten lokal dan memperkuat ketimpangan visibilitas media. Studi ini menunjukkan bahwa media lokal berada dalam tekanan struktural dari negara dan platform digital sekaligus. Diperlukan kebijakan desentralisasi informasi dan perlindungan terhadap independensi media untuk memperkuat demokrasi lokal di era digital.
The Political Economy of Audiences in Indonesia's Shopee Ecosystem: Commodification, Consumption, and Production of Meaning in the Digital Era Intan Fuji Lestari; Rusadi, Udi
Communica : Journal of Communication Vol. 2 No. 4 (2024): October 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i4.386

Abstract

This study discusses how Shopee manages user data and digital features to commodify audiences and create structured consumption patterns through gamification and algorithms in the era of digital capitalism. The main objective of this study is to analyze Shopee's strategy in utilizing data and interactive features to increase consumption while building social relations that benefit the platform. Using a media political economy approach, qualitative research through literature review, this study explores the interaction between users, algorithms, and features such as Shopee Live, Feed, and Games. The study results show that data-based personalization and gamification strategies increase loyalty and create user dependence on the platform. In conclusion, Shopee has succeeded in maximizing profits through data exploitation. Still, it has also created an imbalance of power in managing user data, limiting its control over personal information.
Komodifikasi Ekonomi Politik Media pada Kanal Youtube Yehezkiel, Niko; Rusadi, Udi
As-Syirkah: Islamic Economic & Financial Journal Vol. 3 No. 2 (2024): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/5m877j86

Abstract

The presence of the YouTube platform actually makes it easier for the commodification of political communication to occur. Unfortunately, the impact of commodification is not only positive but also has a negative influence. Negative influences include the loss of family values that have long been embedded in society. while the positive impact is the potential to increase people's income. The question is how commodification of political communication occurs on the YouTube platform and to what extent does YouTube have an impact on the commodification of political communication? This article is intended to analyze the commodification process on YouTube channels, both in terms of content, audiences and workers. The basic theory used is Vincent Mosco's commodification theory. The author uses qualitative methods, not to conclude, but only to provide an illustration. Data was obtained through literature study with online searches. The analysis will answer the question, first, how the commodification of political communication occurs on the YouTube platform. Second, the extent to which YouTube has a positive and negative impact on the commodification of political communication. As a reflection, the success of commodification will depend on the positive impact it has. If the use of YouTube can be optimized, it will have implications for the progress of communication.  
Rekonstruksi Ekonomi Politik Komunikasi Media Baru Era Digital: Dominasi Google dan Meta dalam Periklanan Digital Purwati, Ani; Rusadi, Udi
Journal Scientific of Mandalika (JSM) e-ISSN 2745-5955 | p-ISSN 2809-0543 Vol. 6 No. 1 (2025)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia (IP2MI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/10.36312/vol6iss1pp218-229

Abstract

Penelitian ini bertujuan untuk menganalisis dan merekonstruksi pemahaman tentang Ekonomi Politik Komunikasi (EPK) dalam konteks media baru di era digital, dengan fokus pada dominasi Google dan Meta dalam iklan digital. Menggunakan pendekatan kualitatif dan paradigma kritis, dengan metode tinjauan pustaka, penelitian ini mengkaji berbagai sumber teoretis, data sekunder, dan studi-studi sebelumnya untuk mengeksplorasi bagaimana Google dan Meta memanfaatkan data pengguna melalui platform mereka, seperti Google Search, YouTube, Instagram, dan Facebook, untuk mendominasi pasar iklan digital. Penelitian ini juga berusaha menjelaskan bagaimana kapitalisme pengawasan digunakan oleh kedua perusahaan tersebut untuk mengkomodifikasi data pengguna, memperkuat kekuatan ekonomi, dan menciptakan struktur pasar yang terpusat. Hasil penelitian menunjukkan bahwa Google dan Meta telah berhasil menjadikan data pengguna sebagai komoditas utama yang mendukung model bisnis berbasis algoritma dan iklan yang sangat terarah. Dominasi ini tidak hanya meningkatkan keuntungan tetapi juga memperburuk ketimpangan sosial dengan mengurangi keberagaman informasi dan memanipulasi perilaku pengguna. Meskipun regulasi seperti GDPR dan kebijakan antitrust telah diterapkan, regulasi yang ada sering kali gagal membatasi kekuatan berlebihan dari kedua perusahaan tersebut. Kesimpulan utama dari penelitian ini adalah bahwa EPK menyediakan kerangka analisis yang relevan untuk memahami dominasi Google dan Meta, serta dampaknya terhadap pasar dan konsumen, sekaligus menyoroti urgensi adanya kebijakan yang lebih kuat untuk menciptakan pasar media digital yang lebih adil dan merata bagi semua pihak. Penelitian ini merekomendasikan penguatan kebijakan publik untuk melindungi hak-hak pengguna, mendorong transparansi algoritma, dan memastikan persaingan yang lebih sehat dalam pasar iklan digital
DIGITALIZATION AND GLOBALIZATION: TRANSFORMATION OF UMKM IN THE DIGITAL ERA Radjagukguk, Djudjur; Rusadi, Udi
Journal of Social Political Sciences Vol 6 No 1 (2025): February 2025
Publisher : Universitas Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/jsps.v6i1.258

Abstract

Digitalization and globalization are reshaping the global business landscape, presenting both challenges and opportunities for Micro, Small, and Medium Enterprises (UMKM), which serve as economic pillars in developing countries. This study examines how UMKM adopt new technologies and adapt to the evolving global business environment, utilizing Innovation Diffusion Theory and Media Ecology Theory as analytical frameworks. A systematic literature review was conducted, synthesizing insights from academic publications, industry reports, and secondary data. Findings reveal that digitalization enhances UMKM competitiveness through global market access, operational efficiency, and product innovation. However, significant barriers persist, including the digital divide, low technological literacy, and inadequate infrastructure, which disproportionately affect rural and resource-constrained enterprises. The study underscores the necessity of multi-stakeholder collaboration to support UMKM transformation, with strategic recommendations focusing on enhancing digital literacy programs, investing in scalable technological infrastructure, and formulating inclusive policies. These measures are critical to ensuring UMKM sustainability and equitable participation in the global digital economy.
MASA DEPAN TVRI DALAM PERSPEKTIF EKONOMI POLITIK MEDIA Wattimena, Grace Heidy Jane Amanda; Rusadi, Udi
KOMUNIKATA57 Vol. 5 No. 1 (2024): KOMUNIKATA57
Publisher : FISIP IBI-K57 Prodi Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55122/kom57.v5i1.1057

Abstract

Stasiun televisi publik, Televisi Republik Indonesia (TVRI), memiliki peranan penting dalam menyediakan program-program yang mendidik, menghibur dan menginformasikan perkembangan sosial, budaya ataupun kemasyarakatan. Namun, dalam era perubahan teknologi dan dinamika ekonomi politik media yang terus berkembang, pertanyaan mengenai masa depan TVRI menjadi semakin relevan. Dalam artikel ini, peneliti mendekati pertanyaan tersebut dengan memanfaatkan teori ekonomi politik media yang dikembangkan oleh Vincent Mosco. Teori ini menyoroti hubungan yang kompleks antara media, teknologi dan kekuatan politik dalam konteks ekonomi. Dengan menggunakan kerangka teoretis ini, pendekatan kualitatif dan metode studi pustaka dalam paradigma kritis, artikel ini bertujuan untuk menganalisis bagaimana masa depan TVRI dapat dipahami melalui lensa ekonomi politik media. Hasil penelitian menunjukkan bahwa TVRI memerlukan aspek percepatan dalam 3 hal. Pertama, komodifikasi; TVRI sebagai lembaga penyiaran publik sudah seharusnya menyediakan jasa publik yang tidak didorong oleh motif mencari keuntungan, melainkan nilai-nilai sosial dan budaya. Kedua, spasialisasi, yakni proses mengatasi keterbatasan dalam menghadapi perubahan lanskap media dan preferensi konsumen. Ketiga, strukturasi, proses menciptakan dan memelihara struktur dan hubungan sosial melalui praktik komunikasi. TVRI perlu menjunjung independensi dan otonominya dari segala tekanan atau intervensi eksternal, serta melindungi integritas editorial dan profesionalisme.
Co-Authors Ani Purwati, Ani Ardiyanti, Handrini Athalarik, Fadli Muhammad Catur Raharjo Febrayanto Dini Agustina Djubiantono, Arie Prasetio Dua, Michael Febryanti, Dian Rousta Hayatun Nufus Hendrawati, Lely Ibnu Hamad Indah Suryawati Indira Isni, Lusiana Intan Fuji Lestari Krida, Graha Wira Manan, Fatkhul Manan Mayang Riyantie, Mayang Mikhael Yulius Cobis MT. Sirait, Charles Bonar Nasrullah, Rully RACHMAT HIDAYAT Radjagukguk, Djudjur Revianti Sunarwinadi, Ilya Rusdianto, Ujang Ruslita, Gita Salman Shofiyya, Ria Hasna Somo Arifianto Suharto, Martin Umaimah Wahid Wattimena, Grace Heidy Jane Amanda Widaningsih, Titi Wisnu Wardana, Wisnu Yehezkiel, Niko Yulius, Mikhael Yusrafitri, Suci Rahmah