Komodifikasi Autentisitas Content Creator TikTok Tematik dalam Produksi Video Komersial

Jennifer Annebeal(1*), Jandy Edipson Luik(2), Inri Inggrit Indrayani(3),


(1) Program Studi Ilmu Komunikasi Universitas Kristen Petra
(2) Program Studi Ilmu Komunikasi Universitas Kristen Petra
(3) Program Studi Ilmu Komunikasi Universitas Kristen Petra
(*) Corresponding Author

Abstract


Pada era sekarang, konten kreator TikTok mengembangkan konten tematik yang dianggap sebagai autentisitas mereka. Pesan dalam konten tersebut awalnya bertujuan untuk menghibur, mengedukasi, dan memberi informasi kepada pengikut akun mereka. Namun, kegiatan tersebut telah mengalami monetisasi yang mengarah pada komodifikasi. Penelitian bertujuan untuk mengetahui dampak komodifikasi melalui pertanyaan berikut: Bagaimana konten kreator TikTok mengalami komodifikasi autentisitas dalam produksi video komersial? Penelitian ini adalah penelitian kualitatif deskriptif yang menggunakan metode studi kasus. Penelitian ini menganalisis 5 konten kreator TikTok populer dan menemukan bahwa konten kreator membentuk identitas digital mereka untuk meningkatkan kepopuleran serta mendapatkan keuntungan finansial. Autentisitas kini dikomodifikasi untuk meningkatkan nilai diri konten kreator. Terlebih lagi, kreator kerap mengembangkan alter ego digital dalam pembuatan konten. Adanya komodifikasi autentisitas ini mengakibatkan budaya promosi semakin subur. Berikut implikasi dari penelitian ini: a) akibat komodifikasi autentisitas munculah budaya promosi yang menormalisasi hubungan transaksi, dan b) seringnya komodifikasi autentisitas menghidupkan budaya promosi yang menyebabkan devaluasi autentisitas.

Keywords


Komodifikasi; Autentisitas; Budaya Promosi; Studi Kasus; Konten Kreator TikTok.

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