MICRO-CELEBRITY ON NEW MEDIA SELF-PRESENTATION STUDY ON MICRO-CELEBRITY’S VLOG
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Abstract
Abstrak
Perkembangan media komunikasi saat ini makin memberi ruang bagi pengembangan diri secara individu, salah satunya adalah pemanfaatan media baru, internet, dalam beragam bentuk self-presentation. Bentuk presentasi diri di media sosial online pun makin beragam dengan pelaku yang tak hanya orang ternama yang populer di media massa. Hal ini dikarenakan karakteristik media baru yang memampukan beragam pengguna untuk dapat masuk dan berpartisipasi dalam percakapan di dunia maya, tak terkecuali kaum awam. Pun dengan adanya demotic turn, seperti yang dinyatakan Turner (2010), kaum awam dapat meningkatkan visibilitasnya, salah satunya dapat dilihat dengan label micro-celebrity (Senft, 2008) yang dapat disandang seseorang atas popularitasnya di media baru.
Video blogging sebagai salah satu bentuk perkembangan konten di media baru, makin marak dimanfaatkan sebagai media mempresentasikan diri oleh micro-celebrity. Bahkan, YouTube sebagai salah satu bentuk jejaring sosial dengan platform video, telah dilabeli sebagai situs web paling populer di Inggris sejak November 2007 (Burgess & Green, 2009). Tak hanya penggunaan yang makin masif, namun konten yang sangat beragam, bahkan cenderung kontroversial, menjadikan fenomena ini makin menarik untuk dikaji. Salah satu pertanyaan yang timbul akibat fakta tersebut adalah bagaimana self-presentation dipraktikkan di media baru oleh micro-celebrity melalui video-blogging, salah satunya yang dilakukan oleh Karin Novilda, seorang micro-celebrity dengan 200,000 subscribers di YouTube. Fenomena tersebut akan dianalisis menggunakan kajian literatur dan menghasilkan sejumlah titik simpul antara lain elemen praktik selebriti yang dilakukan Karin Novilda, mulai dari pengelolaan penggemar sampai afiliasi dengan selebriti lain, serta tipe self-presentation yang dikembangkan oleh Karin Novilda sebagai kreator konten, yakni acquisitive.
Kata kunci : selebriti mikro, presentasi diri, video blogging, YouTube
Abstract
The development of communication media is giving a space to self-development as an individual, such as new media’s usage, internet, on many kinds of self-presentation. The type of self-presentation of online social media is more diverse with its actors is not only a popular person on mass media. This is the consequences of new media characteristics that empower many users that could involve and participate on virtual world, including ordinary people. With the rise of demotic turn, as Turner (2010) said, ordinary people could increase its visibility, one of them could be seen with the label as micro-celebrity on new media (Senft, 2008). Nowadays, video blogging as one of a king of content development on new media, is highly used as a media to present themselves as micro-celebrity. Moreover, YouTube as a kind of video-platform social network is labelled as a most popular websites at England since November, 2007 (Burgess & Green, 2009). Not only the massive usage of it, but the various content that tend to be controversial, makes this phenomena is more interesting to be analyzed, one of them is practiced by Karin Novilda, who had 20,000 YouTube’s subscribers. One of the question that arise related to the fact is that how self-presentation is practiced on new media by micro-celebrity through video-blogging. The phenomena could be analyzed with literature review and points out some tendency that are celebrity practiced that performed such as fan base management untuk affiliation with other celebrity and the type of acquisitive self-presentation that developed.
Keywords : micro-celebrity, self-presentation, video blogging, YouTub
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