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Youtube, from Mass-Self Communication to Commodification of Audiences and Workers
Puthut Ami Luhur

Magister Ilmu Komunikasi Fakultas Ilmu
Sosial dan Ilmu Politik Universitas


Communication is sharing meaning through the exchange of information where the process is determined by the communication technology used, the characteristics of the sender and recipient, the culture that is behind and how the communication is carried out. In this process, the type of communication must be distinguished. But with the development of the internet, a new form of interactive communication emerged, Castell called this a new form of mass communication, or what he called mass-self communication. This is mass communication because it has the potential to reach a global audience, at the same time, it is intrapersonal communication because the production of messages is self-made, the definition of the recipient is self-directed. On its journey mass-self communication is useful for public openness as done by several regional heads in Indonesia, Ridwan Kamil and Ganjar Pranowo. The mass-self communication strategy carried out by these two regional heads basically has almost the same thing. Content placement is based on the suitability of the platform so that it successfully encourages community participation. Community participation can ultimately succeed in government programs because of the accuracy in the use of effective and efficient social media. The YouTube platform developed into a kind of industry, with users who can make YouTube as a land for opportunities to earn income or even as a profession. Now those who rely on income from YouTube are known as Youtubers. Youtubers, both individuals, groups, communities, and large companies, produce their own unique videos, specifically to be displayed on YouTube. The material obtained by a Youtuber is actually not easy to obtain. Requirements, the channel must have reached 1000 subscribers and 4000 hours of viewing time in the last 12 months. They not only produce but also distribute to a wider audience. Commodification of audiences and workers occurs where producers and consumers of their lines run away and are then called prosumer. This platform generates large profits for the owner, of course, the greater the profits the owner gets from the user.

Keywords: youtube, mass-self communication, commodification

Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies


Conference: The 3rd International Conference on Sustainability and Innovation (ICoSI 2019)

Plain Format | Corresponding Author (Puthut Ami Luhur)

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