Abstract
This research examines the commoditized transformation of motherhood in the relationship between economy and culture in the era of social media (Fuchs, 2015a). This study questions the interconnectedness of the commodification process of content, audiences and workers (Fuchs, 2015b; Mosco, 2009; Ørmen & Gregersen, 2022) by focusing on micro-celebrity mothers (Abidin & Brown, 2019). This study focuses on mother micro-celebrities who commodify family life through the YouTube platform. Researchers focus on Indonesian mothers who are married to foreign nationals. Micro-celebrity mothers, based on observation, commodify the process of cultural exchange in the family as a form of informal work. The researcher examined the lives of micro-celebrity mothers, especially migrants without formal employment, to understand how social media features on the YouTube platform are useful in the commodification of daily life content. This research uses the content analysis method to look at the content of messages (Krippendorff, 2019) from a systematic and objective view of documentation. The results of this study show that the commodification of mother content is not only a domestic figure as an ideal childcare provider, but also a market actor who influences audience preferences, while bearing the burden of production and distribution as labor.
Published Version
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