This research dissects the giveaway phenomenon on social media. The aim is to show the
existence of power, domination, and use of commodities in content that triggers social
and financial rise. The method used is qualitative with a descriptive approach and virtual
ethnography. By using Lenin's theory of imperialism and Mosco's commodification of
content, this research produces a form of power that can be seen from the application of
regulations in giveaway content. From the 10-existing data, all of them have something in
common, namely guiding responses to netizens which are intended as a way to dominate
and be able to increase capital. Each giveaway content has a commodity that is used as a
prize. All commodities used as giveaways are able to attract netizens because they
include valuable quantities or items. The results of the giveaway have been proven to
increase popularity and capital. The response rate from netizens can reach thousands or
even millions. Therefore, giveaway content becomes a tool for all domains that has a
beneficial impact on them.

SI23078

SKR BSI 23078

Perpustakaan FAH (Skripsi BSI)

Tersedia namun tidak untuk dipinjamkan - No Loan

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