Komodifikasi Pekerja Live Streaming dalam Agency (Perspektif Ekonomi Politik Media)

Raswitha Murbinami, . (2026) Komodifikasi Pekerja Live Streaming dalam Agency (Perspektif Ekonomi Politik Media). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to examine Agency's commodification and reification processes from the standpoint of media political economy. The TikTok live streaming craze serves as an example of how the identities, time, bodies, and emotions of live streaming workers are created and exchanged as digital commodities that are governed by platform capitalism. This study employs a critical paradigm and integrates Lukács's theory of reification with Marx's theory of commodification to investigate how agencies, platforms, algorithms, and audiences shape exploitative digital labor patterns. Strict broadcasting hour targets and profit-sharing schemes put streamers under strain, according to the findings of a qualitative study conducted thru in-depth interviews and observation. To retain their income, they must constantly create digital personalities, remain performative, and satisfy algorithmic requirements. As a result, social interactions and creativity are reduced to simple commercial commodities with an emphasis on exchange value. This dynamic presents ethical issues, such as susceptibility to labor exploitation and complete reliance on the digital ecosystem, albeit providing economic opportunity. It is anticipated that this research would advance the field of digital communication studies and emphasize the critical need for labor protection for Indonesian digital workers.

Item Type:	Thesis (Tesis)
Additional Information:	No. panggil : 2310421021 Pembimbing : Radita Gora Tayibnapis Penguji 1: Witanti Prihatiningsih Penguji 2: Machyudin Agung Harahap
Uncontrolled Keywords:	Ekonomi Politik Media, Kapitalisme Platform, Komodifikasi, Pekerja Live Streaming, Reifikasi
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HT Communities. Classes. Races
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2)
Depositing User:	RASWITHA MURBINAMI
Date Deposited:	08 Sep 2026 07:27
Last Modified:	08 Sep 2026 07:27
URI:	http://repository.upnvj.ac.id/id/eprint/54280

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