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All Journal Jurnal ASPIKOM CHANNEL: Jurnal Komunikasi
Elita Putri Pradipta
Universitas Muhammadiyah Yogyakarta
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Personal shopper (Jastip) and the representation of digital workers: A critical study of social media discourse in the gig economy Elita Putri Pradipta; Taufiqur Rahman
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 10, No 2 (2025): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v10i2.1695

Abstract

Personal shoppers (jastip) have emerged as informal digital workers within the gig economy, often promoted on social media as flexible and empowering entrepreneurial practices. However, behind this narrative lies a condition of precarity and limited labor protection. This study examines how the representation of jastip workers is discursively constructed on Instagram using Fairclough’s Critical Discourse Analysis. Adopting a critical qualitative approach, this research combines textual analysis, virtual ethnography, and interviews to analyze captions, visual elements, emojis, testimonials, and interaction patterns. The findings reveal that digital identity is constructed through affective language, visual consistency, and trust-oriented expressions, which serve as performative strategies to establish credibility. Participatory communication practices, such as live sessions and testimonial reposts, co-produce legitimacy while intensifying relational labor. At the level of social practice, these representations are embedded within the ideological logic of the gig economy and digital neoliberalism, where flexibility and productivity are emphasized while structural vulnerability remains obscured. This study highlights how platform logic and discourse shape trust, identity, and labor relations in informal digital work.
The Crisis of Expertise? Digital Religious Authority in Islamic Political Discourse on YouTube Elita Putri Pradipta; Firly Annisa
CHANNEL: Jurnal Komunikasi Vol. 14 No. 1 (2026): CHANNEL: Jurnal Komunikasi 28th Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v14i1.2032

Abstract

This study examines the transformation of religious authority in digital media through Islamic political discourse on YouTube, focusing on the content produced by Guru Gembul. Employing Fairclough’s Critical Discourse Analysis, this research analyzes selected YouTube videos published between December 2024 and April 2025, using video transcripts and visual elements as primary data. The study investigates how religious authority is discursively constructed in the absence of formal religious or academic credentials. The findings reveal that authority is produced through casual language, emotional appeals, and trend-responsive narratives that prioritize audience engagement over epistemic depth. Rather than presenting systematic theological arguments, book references function as symbolic markers of intellectual credibility. It indicates a shift in how expertise is evaluated in digital religious spaces, where visibility, affectivity, and resonance with audiences become central sources of authority. This study contributes to scholarship on digital religion and media discourse by demonstrating how religious authority is reconfigured through platform-mediated discursive practices, extending Critical Discourse Analysis beyond traditional institutional contexts. In practice, the findings highlight the importance of digital literacy for critically assessing religious authority in online environments.
Co-Authors Firly Annisa Taufiqur Rahman