Anang Sujoko, Megasari N. Fatanti


This research uses interpretive approach through visual semiotics method. Visual semiotics method is done by purposive sampling the most popular five videos that have been produced and uploaded by Bayu SKAK on his YouTube channel. The researcher also gathers some data from second resources to find out its impact on economic site. The result of the research shows that YouTube as a public communication channel and entrepreneurship. Bayu SKAK’s video blogging consists of creative ideas and also a media for digital entrepreneurship. Digital entrepreneurship is able to create a new environment for evolutionary creative industries that are based on ideas, networking, and self-creativity. The culture and communication pattern is developed between the Vlogger as the creative producer and the audience as the consumer of vlogs. On one side, YouTube channels have been an open commercial public space for people of the age of information, has more than one role by being the audio-visual consumer and also the producer, on the other side there have been problems, such as institutional problems, copyright protection, and advertisement management. However, socializing the use of video blogging through YouTube channels can be an alternative way to improve and develop digital entrepreneurship in Indonesia. Educating the society through social media can promote the various types of new businesses based on digital entrepreneurship through the creativity and the contribution of teenagers to digital native. This research does not reveal the Vlogger’s strategy to attract large viewers, and it becomes an important issue to explore the benefits of social media.


Social Media; Youth Participant; Digital Native; Video Blogging; Digital Entrepreneurship

Full Text:



Andrejevic, M. 2011a. Social network exploitation. In: Papacharissi Z. Ed. A networked self: Identity, community, and culture on social network sites. New York: Routledge, Pages 82–101.

Andrejevic, M. 2011b. Exploitation in the data mine. In: Fuchs C, Boersma K, Albrechtslund A and Sandoval M.Ed. Internet and surveillance: The challenges of web 2.0 and social media. New York: Routledge, Pages 71 88.

APJII. 2016. SurveiPenetrasidanPerilakuPengguna Internet di Indonesia. Laporan Asosiasi Penyelenggara Jasa Internet Indonesia. Diaksespada 27 Januari 2017, darihttps://www.apjii.or.id/content/ read/39/264/Survei-Internet-APJII-2016

Beer, D. 2009. Power through the algorithm? Participatory web cultures and the technological unconscious. New Media & Society. Volume 11, Number 6, Pages 985–1002.

Castells, M. 2007. Communication, power and counterpower in the network society. International Journal of Communication. Volume 1, Number 2, Pages38-66.

Castells, M. 2009.Communication Power. New York: Oxford University Press.

Couldry, N. 2003. Media Rituals: A Critical Approach. London: Routledge.

Cohen, N. 2008. The valorization of surveillance: towards a political economy of Facebook. Democratic Communiqué. Volume 22, Number 1, Pages 5–22.

Cohen, N. 2008. Borges and foreseeable future. New York Times, 6 January.

Dahlgren, Peter. 2005. The Internet, public spheres and political communication: Dispersion and deliberation. Political Communication. Volume22, Number 1, Pages 147-162.

Fisher, E. 2012. How less alienation creates more exploitation? Audience labour on social network sites. TripleC: Communication, capitalism and critique. Volume 10, Number 2, Pages 171–183.

Fisher, E. 2015. ‘You Media’: audiencing as marketing in social media. Media, Culture & Society, Volume 37, Number 1, Pages 50-67.

Florida, R. 2002. The Rise of the Creative Class. New York: Basic Books.

Fuchs, C. 2011a. An alternative view of privacy on Facebook. Information, Volume 2, Pages 140–165.

Fuchs, C. 2011b. Web 2.0, prosumption, and surveillance. Surveillance and Society, Volume 8, Number 3, Pages 288–309.

Gehl, R. 2009. YouTube as archive Who will curate this digital Wunderkammer?.International Journal of Cultural Studies, Volume 12, Number 1, Pages 4360.

Gumilar, G. and IpitZulfan. 2014. Penggunaan media massadan internet sebagai sarana penyampaian informasi dan promosi oleh pengelola industri kecil dan menengah di Bandung. Jurnal Kajian Komunikasi, Volume 2, Number 1, Pages 85-92.

Hearn, A. 2008. ‘Meat, Mask Burden. Probing the Contours of the Branded Self’, Journal of Consumer Culture, Volume 8, Number 2, Pages 197–217.

Hesmondhalgh, D. and Baker, S. 2008. ‘Creative work and emotional labour in the television industry’, Theory, Culture & Society, Volume 25, Number (7– 8), Pages 97–118.

Hesmondhalgh, D. and Baker, S. 2013. Creative labour: Media work in three cultural industries. London: Routledge.

Hogan, B. 2010. ‘The presentation of self in the age of social media: Distinguishing performances and exhibitions online’, Bulletin of Science, Technology & Society, Volume 30, Number 6, Pages 377–386.

Hochschild, A.R. 1979. ‘Emotion work, feeling rules, and social structure’, American Journal of Sociology, Volume 85, Number 3, Pages 551–575.

Hochschild, A. 2001. The Time bind. When work becomes home and home becomes work. New York: Holt Books.

Kang, H. and McAllister M. 2011. Selling you and your clicks: examining the audience commodification of Google. TripleC, Volume 9, Number 2, Pages 141– 153.

Kim, J. 2012. The institutionalization of YouTube: From user-generated content to professionally generated content. Media, Culture & Society, Volume 34, Number 1, Pages 53-67.

Laksono, A.D. and Ratna D.W. Oktober 2011. Analisis potensi penyebaran informasi kesehatan melalui jejaring sosial (Studikasuspada ‘Forum Jejaring Peduli AIDS’). Buletin Penelitian Sistem Kesehatan, Volume 14, Number 4, Pages 358-365.

Lee, D. 2011. ‘Networks, cultural capital and creative labour in the British independent television industry’, Media, Culture & Society, Volume 33, Number 4, Pages 549–565.

McStay, A. 2011. Profiling phorm: an autopoietic approach to the audience-as-commodity. Surveillance & Society, Volume 8, Number 3, Pages 310–322.

McQuail, D. 2011. TeorikomunikasiMassa, Volume1. Jakarta: Salemba Humanika.

Miller V. 2008. New media, networking and phatic culture. Convergence, Volume 14, Number 4, Pages 387–400.

Moor, E. 2003. ‘Branded spaces. The scope of ‘new marketing’’, Journal of Consumer Culture, Volume 3, Number 1, Pages 39–60.

Pane, E. S. Juli-Oktober 2014. Tingkat adopsi media social sebagai sarana pemasaran produk industry kecil dan menengah. Jurnal Penelitian dan Pengembangan Komunikasi dan Informatika, Volume 5, Number 1.

Peterson, S.M. 2008. Loser generated content: from participation to exploitation. First Monday, Volume 13, Number 3, doi: 10.5210/fm.v13i3.2141.

Priambada, S. 2015. Manfaat penggunaan media sosial pada usaha kecil menengah (UKM). SESINDO 2015.

Scholz, T. Ed. 2013. Digital labour: The internet as playground and factory. New York: Routledge.

Wernick, A. 1991. Promotional culture. London, Thousand Oaks, New Delhi: Sage.

https://socialblade.com/youtube/channel (accessed July 11, 2017)

http://www.loop.co.id/articles/apa-sih-vlog-itu-kokngetren-banget-ya(accessed January 30, 2017).

http://www.reuters.com/article/net-usindonesia-twitteridUSBRE97L14T20130822, (accessed February 3, 2017).

DOI: http://dx.doi.org/10.21776/ub.jam2017.015.04.04


  • There are currently no refbacks.