Commodification in the Era of Network Society: A Case Study of Youtube Indonesia

Widya Salsabilah, Dani Hamdani, Muhammad Sony Danaru, Luthfi Ardiansah, Rizky Arya Saputra, Eko Purwanto, Umar Faisal, Fitria Santi


Abstract— This study investigates the phenomenon of content commodification in the era of network society, focusing on the case study of YouTube Indonesia. Through a qualitative approach involving in-depth interviews with content creators, video content analysis, and literature studies, this research aims to understand the commodification process, its impact on creators and audiences, as well as the responses and strategies adopted by content creators. Research findings reveal that the process of commodifying content on YouTube Indonesia involves complex interactions between internal and external factors of the platform. Factors such as monetization policies, search algorithms, and market trends play a key role in shaping the dynamics of commodification. The impact of content commodification varies, with creators experiencing increased revenue and professionalization of content, but also at risk of decreased originality and creativity. Responses to commodification pressures also vary, from acceptance and utilization of commercialization to efforts to maintain creative quality and integrity. The results of this study provide a deep insight into the evolution of social media as a space for content commodification, and highlight the challenges and opportunities faced by content creators in dealing with this phenomenon.

Keywords— Commodification, networking society, Youtube


Commodification, networking society, Youtube.

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