Voluntary Servitude in Digital Capitalism: A Synthesis of Frommian and Fuchsian Thought on Instagram Influencer Activities
DOI:
https://doi.org/10.37276/sjss.v7i1.742Kata Kunci:
Automaton Conformity, Influencer, Kapitalisme Platform, Playbour, Pseudo SelfAbstrak
Kebebasan influencer Instagram dalam struktur kapitalisme platform merepresentasikan kontradiksi struktural yang dapat dikaji sebagai perbudakan sukarela. Penelitian ini bertujuan menyintesiskan pendekatan psikologi kritis Erich Fromm dan ekonomi politik media digital Christian Fuchs untuk menjelaskan penerimaan ketidakbebasan struktural sebagai bentuk otonomi oleh aktor digital. Kajian ini menggunakan metode kualitatif dengan desain riset literatur melalui pendekatan konseptual-kritis, tanpa pengujian empiris langsung terhadap subjek influencer. Hasil sintesis mengonstruksi abstraksi teoretis berupa Model Dialektika Kebebasan dalam Kapitalisme Digital. Model ini menjelaskan bahwa pelepasan subjek dari otoritas tradisional menghasilkan kebebasan negatif, tetapi tidak selalu berlanjut pada kebebasan positif. Dalam konteks achievement society, situasi pascapelepasan dari ikatan primer dapat mendorong pelarian psikologis melalui automaton conformity yang membentuk pseudo self. Ketundukan psikis tersebut kemudian dikonversi oleh kapitalisme platform menjadi komoditas prosumer melalui mekanisme playbour. Praktik aspirational labor, visibility labour, precarious employment, digital taylorism, visibility game, dan shadowbans menunjukkan bahwa otonomi kreatif dikondisikan oleh kepentingan visibilitas dan ekstraksi nilai. Penelitian ini menyimpulkan bahwa perbudakan sukarela perlu dipahami sebagai kategori analitis untuk menjelaskan penerimaan subjektif atas struktur eksploitasi digital. Implikasinya, kajian komunikasi digital perlu diarahkan pada penguatan literasi digital kritis, perlindungan pekerja digital, transparansi tata kelola algoritmik, dan demokratisasi infrastruktur platform.
Unduhan
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