KOMODIFIKASI MEDIA KOMPAS.COM DALAM PEMBERITAAN PRABOWO SUBIANTO

Ahmad Rifqil Ilmi, NIM.: 18102010033 (2025) KOMODIFIKASI MEDIA KOMPAS.COM DALAM PEMBERITAAN PRABOWO SUBIANTO. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study analyzes the Commodification of Kompas.com Media as an information disseminator to the public, which plays an important role as a messenger for interested parties. This is because mass media can reach a broader audience more quickly. Mass media can serve as a communication channel for political elites to shape public opinion. This benefits political elites by increasing their popularity and making them well-known to the public, ensuring they are remembered as they compete in political contests such as elections. The aim of this study is to determine and reveal whether there is a commodification of content by Kompas.com, which has a democratic ideology, in attracting readers while also seeking profit by covering Prabowo Subianto’s presidential candidacy. This study uses media commodification theory and a qualitative-descriptive research method, with data collection techniques using text observation. The results of this study show that Kompas.com engages in content commodification in its coverage of Prabowo Subianto's candidacy. The news presented not only reports events and phenomena but also presents different perspectives, which results in varied meanings. As a product, this sufficiently meets the criteria of a product with exchange value, as evidenced by the full advertising space displayed alongside the news. The production of news about Prabowo Subianto’s candidacy for the 2024-2029 presidential election on Kompas.com is an attempt to effectively commodify content so that the public, especially online news readers, sympathize with and trust Prabowo Subianto. Additionally, although the public will ultimately decide their own vote, mass media can utilize its news production to attract as many readers as possible and gain their trust. Keywords: Commodification, Kompas.com, Prabowo Subianto

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