KOMODIFIKASI PRIVASI DI MEDIA SOSIAL (ANALISIS ISI PADA KANAL YOUTUBE DENNY SUMARGO @CURHATBANG)

Youtube is one of the most popular social media in Indonesia. This makes social media a means of commodification practices. This research aims to describe the form of commodification that exists on Denny Sumargo's Youtube channel. This research uses a descriptive qualitative approach. The data in this study were obtained through documentation and literature study. The data validity test uses the source triangulation method. The data analysis technique used in this research is content analysis which begins with collecting data in the form of video content and then ends with drawing conclusions from the results of data analysis. The content analysed in this research is 3 videos with the highest impressions. The result of this research is that there are two forms of commodification in Denny Sumargo's Youtube content. First, content commodification in the form of privacy displayed such as stories about family problems and personal lives of guest stars. Second, the commodification of the audience is marked by Denny Sumargo mentioning netizens in the video. A successful content can be seen from the number of viewers and advertisements. This is a clear form of audience commodification.