Yuliarosa, Riska (2024) MEMBONGKAR KONTEN FLEXING RAFFI AHMAD PADA AKUN YOUTUBE @RANSENTERTAINMENT DAN KAITANNYA DENGAN MASYARAKAT TONTONAN. Tesis (S2) - thesis, Universitas Bakrie.
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Abstract
The flexing phenomenon is now widely discussed and carried out by various groups, ranging from artists, influencers, entrepreneurs, government employees to ordinary people who are just rich doing it and uploaded on social media such as YouTube. Raffi Ahmad is one of the artists who displays flexing content on his social media account YouTube @RansEntertainment which is of great interest to the Indonesian people. This research aims to find out how flexing is displayed in Raffi Ahmad's content on his YouTube account @RansEntertainment and wants to know the interests behind Raffi Ahmad's content which is associated with the spectacle society in the digital era. In this research, the author uses the Roland Barthes semiotic method used to examine or analyze Raffi's content. By using a text analysis approach, data collection is done by observing content reinforced with secondary data. The results of this study show that Raffi's content in his YouTube account displays flexing by humble bragging, social climber, child exploitation, generosity and inserting traditional food. Raffi's content has a dominant interest, namely the desire to maintain a position, income or profit as much as possible in today's digital industry. The contexts that influence and motivate the emergence of the flexing phenomenon include technological development, digital capitalism, culture, and history as seen from the perspective of Guy Debord's spectacle society. Overall, Raffi Ahmad's flexing content is closely related to the way the society of spectacle displays images that can influence people's attention to watch more. In addition, it can lead to mutual imitation between ordinary people, artists or influencers because it is an effective strategy that can improve their image and have an impact on their income. This is characterized by the revenue achieved by @RansEntertaiment in the fantastic amount of 94 million - 1.5 billion rupiah.
| Item Type: | Thesis (Tesis (S2) - ) |
|---|---|
| Uncontrolled Keywords: | Flexing, Raffi Ahmad, Spectacle Society, Roland Barthes Semiotics, Social Media (Youtube) |
| Subjects: | Social Sciences > Social Sciences (General) Social Sciences > Socialism. Communism. Anarchism Thesis > Thesis (S2) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi |
| Depositing User: | Riska Yuliarosa |
| Date Deposited: | 21 Aug 2024 04:15 |
| Last Modified: | 21 Aug 2024 04:15 |
| URI: | https://repository.bakrie.ac.id/id/eprint/9860 |
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