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All Journal Populika Jurnal Ilmu Komunikasi AKRAB
Halla Sayyidah Muflichah
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Humanities Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Populika

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Talent Commodification In Ruangguru Marketing Interests: Analysis of The Show Program Clash of Champion Fuandani Istiati; Halla Sayyidah Muflichah
POPULIKA Vol. 13 No. 1 (2025): Populika
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/populika.v13i1.1680

Abstract

Program Clash of Champions by Ruangguru is an essential example of content commodification in Indonesia's educational entertainment sector. Program Clash of Champions broadcast on the YouTube platform as a gameshow, designed as an academic and competitive show for students by combining educational and entertainment content. This show has proven effective in attracting the audience's interest in watching it and serving as a promotional event brand for the Teacher's room. This research examines and analyzes how commodification practices occur in this program by referring to political economy theory. The first commodification practice is optimizing the use of social media, such as the YouTube platform. Second is the gamification element, where not only talent is involved in the game but also the audience so that the audience can feel the effects of dramatization and interactivity. This research uses an interesting case study method, a qualitative descriptive approach. The research results show that the program broadcasts Clash of Champions. It's not purely an educational show but also a marketing tool from Ruangguru. Keywords: Commodification; Social Media; YouTube Content.
"Ngopi Fancy as a Social Representation" A Phenomenological Study of Ngopi Fancy Posts on Instagram Halla Sayyidah Muflichah; Nurfian Yudhistira
POPULIKA Vol. 13 No. 2 (2025): Populika
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/populika.v13i2.1968

Abstract

The phenomenon of ngopi fancy coffee among young urban Indonesians has evolved into a social practice encompassing identity, status, and lifestyle representations. This study aims to uncover the subjective meaning of the ngopi fancy coffee experience as part of the construction of social identity shaped through popular culture and digital media. Using a qualitative approach with an interpretive phenomenological analysis (IPA) study design, data were collected through in-depth interviews with five urban middle-class Generation Z participants who are active on social media. The results show that ngopi fancy coffee is interpreted as a form of self-expression, achieving social validation, and a manifestation of aesthetic values in everyday life. This activity functions as a consumption practice and a means of identity performance in the digital space. Social media, especially Instagram, has become the primary medium reinforcing this identity construction by visualizing a modern, aesthetic, and exclusive urban lifestyle. This study concludes that ngopi fancy coffee reflects the relationship between popular culture, symbolic consumption, and digital identity performativity in contemporary urban society. These findings provide a theoretical contribution to the study of cultural communication and identity and a critical reflection on the capitalization of social space in the digital media era. Keywords: Fancy Coffee; Popular Culture; Phenomenology; Representation.
Co-Authors Erik Pratama Fadeyanto Prabowo Fathiya Amalina Fuandani Istiati Nurfian Yudhistira Widyaningtyas Virgo Kartika