DIGITAL SOCIAL MEDIA INSTAGRAM CULTURAL MODIFICATION

Yohanes Andica Indrawan Rahardja, Muh Akbar, Muh Arianto Ismail S

Abstract: In the industrial era 4.0, information and communication technology advancement has become a tool for creating a dynamic and competitive digital environment. Changes in social trends have made the media into a complicated good that serves as a platform for numerous community social activities and as a medium for information and communication. The vast digital market has turned culture into a commodity via online social media. The advent of globalization has made culture a valuable commodity. The term "cultural commodification" describes this phenomenon. This study aims to ascertain how cultural commodification interacts with digital communication as a promotion component. This kind of study is known as virtual entography, corroborated by an analysis of Instagram social media posts that include cultural commercialization. For the purpose of this study, a qualitative technique was used to characterize the observations made. The study's focus is on various post material on the social media platform Instagram. Data sources came from a purposeful sampling of posts with material around the monetization of culture. The result was the identification of Instagram post content from multiple accounts containing elements of cultural commercialization used for promotion. The positions attained turn culture into a commodity that puts a premium on profit. Culture in industrial 4.0 digital communication on Instagram has evolved into a modified commodity.

[ FULL TEXT PDF 1-6 ] DOI: 10.22587/rjss.2023.13.1.1

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