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All Journal DE JURE JOURNAL SCIENTIFIC OF MANDALIKA (JSM) Ilomata International Journal of Social Science International Journal of Community Service Bureaucracy Journal : Indonesia Journal of Law and Social-Political Governance Jurnal Ilmu Hukum, Humaniora dan Politik (JIHHP) Journal of Law, Poliitic and Humanities SENTRI: Jurnal Riset Ilmiah International Journal of Science and Environment Journal of Mandalika Literature Jurnal Ilmu Hukum Wijaya Putra Jurnal Stunting Pesisir dan Aplikasinya Indonesian Journal of Education
Ani Purwati, Ani
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : JOURNAL SCIENTIFIC OF MANDALIKA (JSM)

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Kapitalisme Budaya dan Industri Media: Komodifikasi Konten dan Nilai Sosial di Era Digital Purwati, Ani; Widaningsih, Titi
Journal Scientific of Mandalika (JSM) e-ISSN 2745-5955 | p-ISSN 2809-0543 Vol. 6 No. 6 (2025)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia (IP2MI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/10.36312/vol6iss6pp1692-1710

Abstract

In the digital era, the media industry has undergone a significant shift due to cultural capitalism that makes content the main commodity. Algorithms and economic interests dominate the distribution of information, prioritizing profit over social value. This research aims to analyze the phenomenon of cultural capitalism in the digital media industry and understand the mechanism behind the process and impact of commodification of content and social values on society. This study uses qualitative analysis, with content analysis and critical analysis methods and uses the theory of Antonio Gramsci's Hegemony Theory (1971), Dallas W. Smythe's Commodification Theory (1977) and Christian Fuchs' Information Economy Theory (2014). Meanwhile, the media's political economy approach in the framework of a critical paradigm is also used which allows for an in- depth analysis of the power structure in the media industry. The results show that cultural capitalism in the digital media industry reflects how audience attention and data are commodified by digital platforms for economic gain, with algorithms that direct content consumption to increase engagement and profits. The commodification of content in the digital media industry has shifted social and cultural values into commodities controlled by economic mechanisms, especially through viral trends and phenomena. Digital platform algorithms are increasingly driving the creation of entertainment- and monetization-oriented content, often obscuring the true meaning and quality of the message. The development of the digital media industry has changed people's media consumption patterns to be more flexible and personalized, replacing the dominance of traditional media with algorithm-based digital platforms. However, this change also brings challenges, such as filter bubbles that narrow the diversity of information and shift the role of the audience from passive recipients to active producers in the digital media ecosystem. In conclusion, cultural capitalism in the digital media industry has encouraged the commodification of content, where social and cultural values are often sacrificed for popularity and profit. Digital platform algorithms are further amplifying this trend, leading to the dominance of viral and sensational content and setting aside more weighty content. As a result, media consumption patterns shift in a more personal direction, but it also risks creating filter bubbles that narrow the diversity of information. The implication is that it is hoped that a balance between economic interests and social values in the media industry in the digital era will be created, in order to prevent the dominance of algorithms that lead to excessive commodification and narrowing of information diversity.
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
Co-Authors Alexander Seran Arief Syahrul Alam Aris Yulia, Aris Chariyah Batubara, Siti Delima Kiska, Nurul Djunarjanto, Arief Agus Erwin, Rahmi Farina Gandryani Herlina Mujaswati, Euis Heru Santosa, Cakra Ikhssani, Agung Isranti, Bita Khoni'ah, Nurul Liza Marina Mansur, Suraya Marlinda Irwanti, Marlinda Moraza, Gitra Muttaqien, Firman N, Yennizar Nafiah Ariyani, Nafiah Novi Susanti Nur Yanti, Nur Prameswari, Regita Widya Pribadi, Hendra Ponggo Ruslita, Gita Saiful Anam Samudra, Awang Sinambela, Kabet Neko Transnasional, Andriana Udi Rusadi Widaningsih, Titi