Soimah dan Sandrina dalam Perspektif Industri Budaya Adorno

Reza Praditya Yudha(1*)

(1) Universitas Gunadarma
(*) Corresponding Author

Abstract

Studi ini mengkaji dan mengkomparasi praktek standarisasi budaya dalam media massa dan media sosial. Studi ini focus pada praktik standarisasi media massa pada figur seniman Soimah Pancawati dan Sandrina Mazaya. Studi ini kemudian merefleksikan praktik standarisasi dalam monetisasi akun media sosial Soimah dan Sandrina. Studi ini menggunakan pendekatan kualitatif deskriptif dan Teori Standarisasi Adorno dengan metode desk research. Peneliti berargumen, pemilik modal mambangun industri budaya melalui media massa dan media sosial yang menstandarisasi dan mengeksploitasi Soimah dan Sandrina selaku komoditas. Tidak banyak studi yang mengunakan pemikiran Adorno untuk mengkaji standarisasi dalam media sosial. Studi ini menemukan, Soimah dan Sandrina selaku pekerja dalam industri budaya dan pengguna media sosial mengalami alienasi dari nilai otentisitas yaitu karakter awalnya sebagai seniman. Media menjadi mesin industri yang melakukan standarisasi dan eksploitasi demi menekan biaya produksi. Standardisasi dan eksploitasi menjadi strategi media untuk mempertukarkan budaya menjadi nilai jual (interchangeable). Media membangun mimpi popularitas atau viral yang sebenarnya merefleksikan standarisasi dan eksploitasi. Nilai komoditas berkurang setelah proses komodifikasi. Sebagai industri budaya, media akan mengganti komoditas yang memiliki nilai jual baru. Media sewaktu-waktu dapat meninggalkan atau mempopulerkan idola lain.

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DOI: 10.23917/komuniti.v15i2.23106

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