Abstract
A public apology is a fairly common content found on the YouTube platform to restore the reputation and regain people's trust. At the same time, Youtube can also be used as a commodity-based economic platform that allows organizations, individuals, and Google (the owner of Youtube) to earn revenue either through advertising or direct promotion. These two things reflect the dual benefits of two opposites: genuine demand in the public interest and economic exploitation for the benefit of certain parties. This is well explored by the political economy theory of media which sees the digital platform as a convergence between the moral economy of commodities, the moral economy of gifts, and the moral economy of public goods. This article aims to further explore the three elements of the political economy of the media in the context of apologies on Youtube in five cases that occurred in Indonesia. The five apology cases were analyzed using parameters reflecting the moral economy of commodities, gifts, and public goods. The results of the analysis provide a typology of apology and a model that reflects the interrelation between the three moral economies involved in every apology.
Highlights
Post Eid Al-Fitr 2021, the Indonesian public is confronted by several viral videos on social media that show apologies, ranging from apologies for people who scolded the courier for goods not being ordered (Tribun Jatim Of icial, 2021; Tribunnews.com, 2021) to apologies of students who insulting Palestine (Kompas, 2021a)
An important inding from this research is that apology via YouTube from the perspective of the political economy of the media has the dimensions of commodities, gifts, and public goods
If an apology is made in the news media, the moral economy of commodities will fall into the hands of the mass media, and gifts are spread to many recipients
Summary
Post Eid Al-Fitr 2021, the Indonesian public is confronted by several viral videos on social media that show apologies, ranging from apologies for people who scolded the courier for goods not being ordered (Tribun Jatim Of icial, 2021; Tribunnews.com, 2021) to apologies of students who insulting Palestine (Kompas, 2021a). Eka Sri Dana Afriza, Udi Rusadi / Giving Unwanted Gifts: Political Economy of YouTube Apology / 166 - 176 from a business perspective as a form of reputation restoration (Sandlin & Gracyalny, 2018), a linguistic perspective as a form of pragmatism (Abudin & Sundari, 2021), or from a management perspective as a form of crisis communication (Sandlin & Gracyalny, 2020). The weakness of these three approaches is to view YouTube Apology from a limited perspective, especially from the perspective of the wrongdoer. A more comprehensive framework is needed in understanding YouTube Apology
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