KOMODIFIKASI KONTEN EDUKASI DI MEDIA SOSIAL INSTAGRAM

Viane Angel Sinaga, . (2026) KOMODIFIKASI KONTEN EDUKASI DI MEDIA SOSIAL INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of social media has propelled Instagram not only into a platform for sharing information but also into a space that merges educational functions with economic interests, thereby blurring the line between educational content and commercial activities. As digital technology has evolved, advertising strategies have also transformed from explicit “hard selling” to a more subtle form of “soft selling” through the integration of commercial messages into educational content. This study aims to analyze the commodification of educational content on Instagram through language and visuals using a critical paradigm. Data analysis follows Norman Fairclough’s concept of Critical Discourse Analysis. The research subjects consist of four pieces of educational content published between September and December 2024 from @jeromepolin, @pritaghozie, @jiemiardian, and @vinamuliana account that selected using purposive sampling. Data validity was tested using source triangulation. The results indicate that commodification can occur through two strategies, soft selling and hard selling, which operate via language and visuals that blur the line between educational functions and commercial interests. Consequently, knowledge that originally held use value is transformed into exchange value to support the creators’ economic interests. Critical digital literacy is essential for consuming educational content on Instagram.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411181] [Pembimbing: Maria Febiana Christanti] [Penguji 1: Rut Rismanta Silalahi] [Penguji 2: Nuril Ashivah Misbah]
Uncontrolled Keywords: Commodification, Educational Content, Instagram, Hard Selling, Soft Selling
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: VIANE ANGEL SINAGA
Date Deposited: 31 Aug 2026 01:37
Last Modified: 31 Aug 2026 01:37
URI: http://repository.upnvj.ac.id/id/eprint/52958

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