Contra Commodification of Audiences in Reporting 212 Brotherhood Reunion in Jakarta

  • Syaiful Halim Faculty of Communication, Universitas Mathla’ul Anwar Banten, INDONESIA
  • Nuria Astagini Faculty of Communication, Universitas Esa Unggul Jakarta, INDONESIA

Abstract

On December 2, 2018 there was an event involving a mass of around five million people in the name of 212 Alumni Brotherhood Reunion. We observed broadcasts conducted by a number of televisions on December 2, 2018 as research instruments. The results showed that some television stations broadcast the reunion event live, while a number of television stations did not do live broadcast of the reunion event. According to the television journalistic perspective, the non-involvement of some television stations in 212 Alumni Brotherhood Reunion in Jakarta on December 2, 2018; the same as post-terror contra by television media. On this situation, the television stations managers neglecting their important role in disseminating information to the whole world; become an intermediary to set the agenda and tell important things for people, also then becomes a channel of interaction for all communication activities. In the end, television media managers became unnecessary to design and produce messages as desired by the public. Meanwhile, according to the commodification perspective, as its nature as a profit search engine, television media is obliged to treat messages as commodities that can please the public, invite advertisers, and extend media business. Profit is the "ideology" behind the production and distribution of media messages. In this context, the audience is treated as a commodity that must be offered to advertisers, by placing it in the segmentation, target, and positioning of a marketing activity, as well as market assets that can absorb advertised products.

Keywords
contra commodification of audiences; televisions, new media

References

Baran, S. J. (2009). Mass Communication Theory: Foundations, Ferment, and Future. Boston: Wadsworth Cangange Learning.

Baudrillard, J. (1993). The Transparency of Evil. Michigan: Verso.

Baudrillard, J. (1998). The Consumer Society: Myths and Structures. London: Sage Publication.

Burton, G. (2008). Pengantar untuk Memahami Media dan Budaya Populer. Yogyakarta: Jalasutra.

Cavallaro, D. (2004). Critical and Cultural Theory: Teori Kritis dan Teori Budaya. Yogyakarta: Penerbit Niagara.

Fiske, J. (2010). Cultural and Communication Studies: Sebuah Pengantar Paling Komprehensif. Yogyakarta: Jalasutra.

Gandy Jr, O. H. (2003). The Political Economy Approach: A Critical Challange. In T. Miller, Television, Critical Concepts in Media and Cultural Studies (pp. 1-19). London: Routledge.

Halim, S. (2013). Postkomodifikasi Media: Analisis Media Televisi dengan Teori Kritis dan Cultural Studies. Yogyakarta: Jalasutra.

Halim, S. (2015). Dasar-dasar Jurnalistik Televisi: Panduan Praktis Memahami Teknik-teknis Reportase dan menulis Naskah Berita untuk Media Televisi. Yogyakarta: Deepublish.

Halim, S. (2018). Commodification of Religious Defamation Case by BTP in Television Broadcasting Stations in Indonesia. Idealogy Journal, 3 (3), pp. 1-21.

Halim, S. (2019). Reportase: Panduan Praktis Reportase untuk Media Televisi. Jakarta: Prenada Media Group.

Haryatmoko. (2010). Dominasi Penuh Muslihat: Akar Kekerasan dan Diskriminasi. Jakarta: Gramedia Pustaka Utama.

Ibrahim, I. S. (2011). Kritik Budaya Komunikasi; Budaya, Media dan Gaya Hidup dalam Proses Demokratisasi di Indonesia. Yogyakarta: Jalasutra.

Littlejohn, S. W. (2005). Teori Komunikasi: Theories of Human Communication. Jakarta: Penerbit Salemba Humanika.

Lukacs, G. (1971). History and Class Consciousness: Studies in Maxist Dialetics. Massachusetts: The Mit Press.

Mosco, V. (2009). The Political Economy of Communication. London: Sage Publication.

Piliang, Y. A. (2010). Post-Realitas: Realitas Kebudayaan dalam Era Post-Metafisika. Yogyakarta: Jalasutra.

Rakhmat, J. (2005). Psikologi Komunikasi. Bandung: Remaja Rosdakarya.

Saptawasana, B. d. (2005). Kebudayaan sebagai Kritik Ideologi: Diteropong dari Perspektif para Eksponen neo-Marxisme. In M. D. Sutrisno, Teori-teori Kebudayaan (pp. 19-50). Jakarta: Penerbit Kanisius.

Sennett, R. (2006). The Culture of The New Capitalism. New Haven: Yale University Press.
Published
2021-09-01
How to Cite
HALIM, Syaiful; ASTAGINI, Nuria. Contra Commodification of Audiences in Reporting 212 Brotherhood Reunion in Jakarta. Idealogy Journal, [S.l.], v. 6, n. 2, p. 104 - 114, sep. 2021. ISSN 2550-214X. Available at: <http://idealogyjournal.com/ojs/index.php/idealogy/article/view/303>. Date accessed: 26 oct. 2021. doi: https://doi.org/10.24191/idealogy.v6i2.303.