KOMODIFIKASI FANDOM: STUDI PADA PENGGUNAAN MEDIA DIGITAL FANDOM BOYBAND BTS DI INDONESIA

Nawan Sumardiono(1*)

(1) Program Pascasarjana Departemen Ilmu Komunikasi, Universitas Indonesia
(*) Corresponding Author

Abstract

Fandom merupakan aktivitas yang menggambarkan kedekatan antara penggemar dan idolanya yang didasari oleh produk budaya. Adanya teknologi digital memudahkan interaksi antara fandom dengan idola mereka. Namun, konsumsi media digital merupakan sebuah bentuk pekerjaan yang tidak disadari oleh pengguna yang sebenarnya menguntungkan produsen media dan berujung pada komodifikasi. Penelitian ini bertujuan untuk mengkaji bagaimana eksploitasi fandom dilakukan dalam studi kasus fandom boyband Bangtan Boys (BTS) di Indonesia. Analisis data dilakukan menggunakan konsep playbour, datafikasi, dan komodifikasi. Eksploitasi fandom dimulai dengan membangun kedekatan emosional antara idola dan penggemar. Penambangan data dilakukan melalui berbagai aktivitas konsumsi media digital serta membentuk keanggotaan khusus. Memanfaatkan fanatisme penggemar, produsen media memperluas eksploitasi untuk mendatangkan keuntungan lebih banyak seperti melakukan kerja sama dengan berbagai merek yang tidak memiliki keterkaitan dengan musik.


Kata kunci: Boyband BTS, datafikasi, fandom, komodifikasi, playbour

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