Komodifikasi Identitas di Era Digital: Studi Literatur tentang Personal Branding di Media Sosial
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Abstract
Penelitian ini merupakan tinjauan pustaka komprehensif mengenai komodifikasi identitas di media sosial dengan fokus pada fenomena personal branding. Melalui sintesis literatur dari komunikasi, sosiologi, dan pemasaran, penelitian ini menelaah bagaimana identitas individu dikonstruksi, direpresentasikan, dan dikomodifikasi menjadi entitas yang dapat diperdagangkan dalam ruang digital. Analisis menunjukkan bahwa fenomena ini berakar pada Teori Dramaturgi, Ekonomi Politik, dan Kritik Budaya, serta difasilitasi oleh algoritma, metrik, dan sistem kurasi konten pada platform digital. Temuan utama menyoroti adanya paradoks antara pencarian otentisitas dan tuntutan pasar, yang berdampak pada implikasi psikologis seperti objektifikasi diri dan krisis mental, serta konsekuensi sosial berupa reproduksi ketidaksetaraan dan kolonialisme digital. Penelitian ini menyimpulkan bahwa komodifikasi identitas melalui personal branding merupakan isu multidimensi yang kompleks dengan kesenjangan penelitian yang perlu ditindaklanjuti, khususnya terkait dampaknya terhadap keragaman budaya, struktur sosial, dan relasi kuasa dalam masyarakat digital.
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