Berumpun: international journal of social, politics and humanities
Vol 8 No 1 (2025): Berumpun: International Journal Of Social, Politics, and Humanities

Audience Commodification in the Digital Era: A Study of Audience Labour on YouTube Platform

WIDYANTY, RESTY (Unknown)

Article Info

Publish Date
01 Aug 2025

Abstract

Social media has changed the way users interact with content, from passive to active content production and promotion. This paper explores YouTube as a platform that illustrates how digital work is performed through user involvement in consuming, creating, and sharing content. Through the application of desk research as well as Eran Fisher's framework for audience labor, the study unveils the way in which YouTube takes advantage of users as voluntary digital laborers. Findings indicate that YouTube takes advantage of users' behavior to generate economic value, typically without the users' knowledge of having a commodified function. This study contributes to a greater understanding of labor relations in the digital economy.

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Journal Info
Berumpun: international journal of social, politics and humanities
Website

Abbrev

BRP

Publisher

Universitas Bangka Belitung

Subject

Arts Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Berumpun is an international journal of social, politics and humanities published by Faculty of Social and Political Sciences Bangka Belitung University, Indonesia. This journal aims to publish articles in the field of social, politics, and humanities. Berumpun accepts submission of articles round ...