Perilaku Prososial Pada Content Creator : Bentuk Bantuan Yang Nyata Kah?

Abstract

After the Covid-19 outbreak, many people have changed professions to become creators. Not a few of them show us a high level of prosocial behavior. The objective of this study is to find out the existence of prosocial behavior carried out by creators in providing assistance. The research method of gathering data is by using interviews and online documentation assisted by the Google Form platform. This type of research is qualitative one with a descriptive design. The subjects in this study by using purposive sampling techniques are 4 creators who give help to the people whose economy level is low, in different social media (Instagram, Youtube and Tiktok). There are two results of the study obtained based on the analysis of researchers and interviews with the owners : (1) Creators did real prosocial behavior. They uploaded videos on social media just to motivate and inspire many people out there who always like helping everyone. There was a plan to always help people wherever it was, whether the videos were used as or not. However, there are some gains by number of followers, adsense, and endors fee obtained from the videos made are reciprocity that the creator does not really expect. (2) Creators who actually only expected reciprocal results from the videos they make, so their prosocial behavior is not real. Any videos displayed are arranged in such a way by the Creators that cause sympathy and empathy from the audience by expecting financial results for them.