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All Journal Unisia Jurnal Perpajakan dan Keuangan Publik
Nath, Dipika
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Religion Humanities Economics, Econometrics & Finance Education Social Sciences

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Changing Nature of Capitalism in the Era of Globalization through YouTube: A Perspective of Consumerism Nath, Dipika
Jurnal Perpajakan dan Keuangan Publik Vol 3, No 2 (2024): Jurnal Perpajakan dan Keuangan Publik
Publisher : Department of Public Administration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jpkp.v3i2.40930

Abstract

The contemporary concept of globalization emerged during the 1980s under the influence of leaders like Ronald Reagan and Margaret Thatcher, who promoted privatization as a pathway to globalization. This idea gained widespread popularity in the 1990s. Postmodern scholars such as Paul-Michel Foucault, Jean Baudrillard, Arjun Appadurai, and Douglas Kellner argue that globalization is a top-down process legitimizing capitalist logic, where technology plays a pivotal role in fostering "techno-capitalism." In the 21st century, digital media platforms have become instrumental in generating surplus value for capitalism through various mechanisms. YouTube, as a prominent video-sharing platform launched in 2005, has played a significant role in this process. This research critically examines the role of YouTube in promoting consumerism as a tool of capitalism, exploring its impact on modern digital economies and cultural consumption patterns.
Changing Nature of Capitalism in the Era of Globalization through YouTube: A Perspective of Consumerism Nath, Dipika
Jurnal Perpajakan dan Keuangan Publik Vol. 3 No. 2 (2024): Jurnal Perpajakan dan Keuangan Publik
Publisher : Department of Public Administration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jpkp.v3i2.40930

Abstract

The contemporary concept of globalization emerged during the 1980s under the influence of leaders like Ronald Reagan and Margaret Thatcher, who promoted privatization as a pathway to globalization. This idea gained widespread popularity in the 1990s. Postmodern scholars such as Paul-Michel Foucault, Jean Baudrillard, Arjun Appadurai, and Douglas Kellner argue that globalization is a top-down process legitimizing capitalist logic, where technology plays a pivotal role in fostering "techno-capitalism." In the 21st century, digital media platforms have become instrumental in generating surplus value for capitalism through various mechanisms. YouTube, as a prominent video-sharing platform launched in 2005, has played a significant role in this process. This research critically examines the role of YouTube in promoting consumerism as a tool of capitalism, exploring its impact on modern digital economies and cultural consumption patterns.
Digital Democracy vs Invisible Oppressions of Platform Partners: Critical Understanding of Platform Economy in the Regime of Digital India Nath, Dipika
Unisia Vol. 44 No. 1 (2026)
Publisher : Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/unisia.vol44.iss1.art1

Abstract

This paper examines the emerging challenges of the digitalized economy with specific reference to ride-hailing and food delivery platform workers in India. It critically analyses the oppressive nature of the platform economy through the lens of worker rights, highlighting how algorithmic control, employment informality, and the absence of social and legal protection shape workers’ everyday experiences. A significant concern addressed in the study is the growing participation of youth in precarious platform work, often at the cost of discontinuing formal education. This trend raises serious long-term implications, including potential skilled labour shortages and increased workforce vulnerability. The paper therefore emphasizes the importance of understanding both the perspectives of young platform workers and the role of the state in regulating platform-based economy. It further interrogates the notion of “digital democracy,” arguing that while platform capitalism promotes economic growth and technological inclusion, it simultaneously fails to ensure democratic rights of the workers. This contradiction is examined through a critical analysis of the Social Security Code and its provisions for platform workers. Methodologically, the study adopts a focused group interviews method, content analysis, and participants observation method. Fieldwork was conducted among the workers of ride-hailing and food delivery platforms in Kolkata, West Bengal and in South Delhi. By foregrounding workers lived experiences, the paper contributes to ongoing debates on platform workers, youth employment, and the limitations of welfare provisions of workers in the digital economy.
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