Abstract
YouTube is a digital platform that allows content creators to stream their videos in exchange for money earned through the YouTube Partner Program mechanism, motivates many people to join YouTube. However, what they do not realize is the hidden effect YouTube brings in the form of alienation experienced by YouTube content creators as digital labour. This article discusses this phenomenon of alienation experienced by digital labours. Using a qualitative approach with a descriptive research design, it offers a narrative research strategy to examine the narrative and discourse of alienation of content creators on YouTube. The unit of analysis of the study is the content of YouTube creators as digital labour. The findings show that YouTube is mainly a vehicle used by digital capitalism for the sake of profit accumulated by exploiting content creators from the videos they make. Content creators receive disproportionate or even no financial compensation from YouTube for the videos they produce for YouTube. As a result, YouTube content creators as digital labour experienced alienation from their work, their work activities, from themselves as a human species and from other humans.
Highlights
It is not exaggerating to say that the advanced development of science and technology has brought a tremendous impact on all aspects of human life
SkinnyIndonesian24, a content creator who has worked for 10 years and ended his channel in 2020, said: If we look at the current YouTube system... rewards in terms of views, subscribers, likes, comments... these rewards are given to content whose content for me is not the best
This article has shown that YouTube is one of the platforms of digital capitalism
Summary
It is not exaggerating to say that the advanced development of science and technology has brought a tremendous impact on all aspects of human life. Such development that stands out is the convergence of two entities: technology and communication. The variety of platforms we encounter today is the result of this long process of creating new and better technologies and . In these platforms, the interaction among humans is a duplication of the embodiment of interaction in cyberspace. Castles (2004) explains that the network society is formed from three processes: the technological revolution, the restructuring of capitalism, and the socio-cultural movement
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