Komodifikasi Media Sosial Dalam Perspektif Teori Jean Baudrillard
Studi Kasus Tiktok Indonesia
DOI:
https://doi.org/10.35965/bje.v5i1.5462Keywords:
Komodifikasi, Jean Baudrillard, TikTok Indonesia, Hiperrealitas, Kapitalisme DigitalAbstract
TikTok, sebagai platform media sosial yang berkembang pesat di Indonesia, telah menjadi ruang utama untuk interaksi sosial dan penciptaan identitas digital. Artikel ini mengkaji fenomena komodifikasi media sosial melalui teori Jean Baudrillard, dengan fokus pada TikTok Indonesia. Berdasarkan konsep simulasi dan hiperrealitas, artikel ini membahas bagaimana TikTok menciptakan citra yang menggantikan kenyataan dan memproduksi identitas serta gaya hidup sebagai komoditas. Melalui praktik pembuatan konten yang terkurasi, TikTok memperkenalkan dunia hiperrealitas di mana pengguna lebih berinteraksi dengan representasi diri mereka yang dibentuk secara digital daripada kenyataan fisik. Komodifikasi ini memperkenalkan dinamika baru dalam interaksi sosial, di mana produk, citra, dan pengalaman menjadi bagian dari identitas yang dipasarkan. Artikel ini menganalisis dampak komodifikasi TikTok terhadap budaya konsumsi, identitas individu, serta struktur sosial di Indonesia.
TikTok, as a rapidly growing social media platform in Indonesia, has become a primary space for social interaction and the creation of digital identities. This article examines the phenomenon of social media commodification through Jean Baudrillard's theory, focusing on TikTok Indonesia. Based on the concepts of simulation and hyperreality, this article discusses how TikTok creates images that replace reality and produces identities and lifestyles as commodities. Through the practice of curated content creation, TikTok introduces a hyperreal world where users interact more with their digitally constructed self-representations than with physical reality. This commodification introduces a new dynamic in social interactions, where products, images, and experiences become part of an identity that is marketed. This article analyzes the impact of TikTok's commodification on consumer culture, individual identity, and the social structure in Indonesia.
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Copyright (c) 2024 Syamsu A. Kamaruddin, Arlin Adam, Andi Gunawan Ratu Chakti
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