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MEDIA BARU DAN DINAMIKA KONVERGENSI DI INDONESIA Editor & Penyusun: Rizki Briandana, M.Comn., Ph.D
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KATA PENGANTAR
Media baru mengacu pada platform dan teknologi digital baru, termasuk media sosial, streaming video, podcast, aplikasi seluler, dan lainnya. Dinamika konvergensi mengacu pada penggabungan teknologi dan layanan dari berbagai media, seperti televisi, radio, dan internet, untuk membentuk media baru yang lebih interaktif dan terintegrasi. Secara kuantitatif, perkembangan media baru dan dinamika konvergensi terlihat dari meningkatnya penggunaan internet dan media sosial di Indonesia.
Menurut data We Are Social dan Hootsuite, pada tahun 2021, akan ada sekitar 196,7 juta pengguna internet di Indonesia, dan 160 juta di antaranya aktif menggunakan media sosial. Ini menunjukkan potensi besar bagi perusahaan media untuk membuat konten yang relevan dan menarik bagi konsumen. Data di atas menegaskan bahwa media baru dan dinamika konvergensi telah mengubah lanskap media tradisional dan memberikan dampak signifikan bagi masyarakat. Perusahaan media mulai memanfaatkan konvergensi media untuk menciptakan pengalaman konsumen yang lebih interaktif dan terlibat. Misalnya, televisi dan internet telah digabungkan dalam bentuk TV digital dan konten yang dapat diakses melalui perangkat seluler. Perusahaan media juga mulai memanfaatkan teknologi Big Data dan kecerdasan buatan untuk memahami preferensi dan perilaku konsumen.
Tren ini juga mempengaruhi bisnis media di Indonesia, dengan banyak media tradisional seperti surat kabar dan televisi beralih ke platform digital untuk menjangkau
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khalayak yang lebih luas dan lebih muda. Namun, perubahan tersebut juga menimbulkan tantangan, seperti masalah keaslian dan kualitas informasi, serta dampak sosial seperti cyberbullying dan ketergantungan pada media.
Buku ini berisi pemikiran mahasiswa Prodi Magister Ilmu Komunikasi, khususnya kelas matakuliah Konvergensi dan Digitalisasi Industri Media yang berbasis Outcome Based Education. Masing-masing artikel merupakan hasil identifikasi mahasiswa terhadap fenomena sebagaimana diuraikan di atas. Mahasiswa Magister (2) ini berlatar belakang beragam dalam bidang pekerjaannya sehari-hari, sehingga hasil analisanya menarik dilihat dari temanya yang cukup beragam terhadap fenomena yang sama dan sehingga memunculkan artikel dengan konteks dimensi yang komprehensif mencakup aspek mikro maupun makro.
Adapun judul-judul artikelnya sebagai berikut :
1. “Production And Distribution Of Media Content In The Digital Era : The Positive Impact Of Spotify On Indonesia's Music Industry” - Otniel Romeo
2. “Strategi Presentasi Diri Ketua Umum Pengurus Besar Pelajar Islam Indonesia Sebagai Tokoh Publik di Instagram” - Aris Darussalam
3. “Konvergensi Media Digital Terhadap Narasi Sejarah Palestina Di Media Sosial” - Abiano Al Affan 4. “Peran suka.click Sebagai Aggregator Konvergensi Media Komunikasi dan Pembayaran ZISWAF” – Wijananto
5. “Komunitas Virtual Ibu Punya Mimpi Sebagai Upaya Pemberdayaan Perempuan” - Deanisa Rahmani 6. “Tantangan Regulasi Media Baru dan Dinamika
Konvergensi Media di Indonesia” – Rohaimi
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7. “Konvergensi Media Pada Unit Partnership Binus Online Learning Dalam Perluasan Publikasi Informasi Event Webinar Di Sosial Media (Whatsapp & Instagram)” - Moch. Hari Febriansyah 8. “Strategi Pengelolaan Teknik Siaran Televisi Dalam Mendukung Konvergensi Media Di Media Group Pada Masa Pandemi Covid-19 (Studi Kasus Departemen Teknik Operasional Metro TV)” - Hermawan hidayat
9. “Presentasi Diri Content Creator dalam Media Sosial TikTok ( Analisis Self Promotion Pada Akun
@iniganta dalam TikTok)” - Girly Aprilia DJ
Artikel yang menggambarkan konteks Makro misalnya digambarkan dalam artikel dengan judul “Tantangan Regulasi Media Baru dan Dinamika Konvergensi Media di Indonesia" – tulisan dari Rohaimi. Pengaturan regulasi terhadap dinamika konvergensi merupakan suatu tantangan karena stakeholder dari media digital ini bukan sekedar mengatur pengguna, tapi juga konsekuensi dari perubahan perilaku yang diikuti dengan pergeseran pada industry media digital yang masiv. Sementara artikel dari Otniel, Hermawan Hidayat dan Aris Darussalam lebih mencerminkan dinamika dimensi messo, bagaimana pengelolaan di insdustri digital diterapkan dalam dinamika yang semakin berkembang. Selebihnya sejumlah artikel mengkaji tenag aspek mikro tentang content baik dari aspek creatif dari netizen sebagai khalayak. Secara spesifik salah satu artikel dari Deasy Rahmani mengkaji tentang bagaimana komunitas virtual ibusibuk yang menjelaskan bagaimana motif tercermin dari content-content komunitas tersebut.
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Buah pemikiran dari para mahasiswa ini menarik dimana latar belakang profesi dari jurnalis hingga selegram yang memotret fenomena dinamika konvergensi media digital berbasis profesi. Jadi karya tulis mahasiswa magister Ilmu Komunikasi ini tidak semata-mata dari studi literatur, tapi juga merupakan integrasi pemikiran mereka yang sudah berpengalaman di berbagai industry dan merefleksikan permasalahan yang sesungguhnya di industry maupun di masyarakat. Sehingga temuan dari artikel mereka bisa dijadikan referensi bagi penggiat media sosial dan industry media digital. Selain itu artikel ini juga dapat dijadikan acuan dalam memahami dinamika dan konvergensi media digital secara multidimensi baik, mikro, messo dan makro.
Dengan dituliskannya pemikiran mahasiswa dalam buku ini dapat diharapkan dengan membangun dialog akademis yang dapat menghasilkan suatu energi baru dalam memahami berbagai fenomena komunikasi yang muncul di era digital yang memunculkan perubahan secara cepat.
Tentunya buku ini merupakan karya yang masih harus disempurnakan, untuk itu kritikan dan saran dari pembaca dapat menjadi penyempurna karya di atas.
Jakarta, July 2023
Editor
vii DAFTAR ISI
KATA PENGANTAR iii
DAFTAR ISI vii
Chapter I Production And Distribution Of Media Content In The Digital Era : The Positive Impact Of Spotify On Indonesia's Music
Industry ... 3 Chapter II Strategi Presentasi Diri Ketua Umum
Pengurus Besar Pelajar Islam Indonesia
Sebagai Tokoh Publik di Instagram ……. 51 Chapter III Konvergensi Media Digital Terhadap
Narasi Sejarah Palestina Di Media Sosial
... 85 Chapter IV Peran suka.click Sebagai Aggregator
Konvergensi Media Komunikasi dan
Pembayaran ZISWAF ... 124 Chapter V Komunitas Virtual Ibu Punya Mimpi
Sebagai Upaya Pemberdayaan
Perempuan……… 152
Chapter VI Tantangan Regulasi Media Baru dan Dinamika Konvergensi Media di
Indonesia……….. 202 Chapter VII Konvergensi Media Pada Unit
Partnership Binus Online Learning Dalam Perluasan Publikasi Informasi Event Webinar Di Sosial Media
(Whatsapp & Instagram)……….. 233 Chapter VIII Strategi Pengelolaan Teknik Siaran
Televisi Dalam Mendukung Konvergensi Media Di Media Group Pada Masa Pandemi Covid-19
(Studi Kasus Departemen Teknik
Operasional Metro TV)……… 259
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Chapter IX Presentasi Diri Content Creator dalam Media Sosial TikTok ( Analisis Self Promotion Pada Akun @iniganta dalam
TikTok)……… 282
3 CHAPTER I
Production And Distribution Of Media Content In The Digital Era: The Positive Impact Of Spotify On
Indonesia's Music Industry
Otniel Romeo
Email: [email protected]
The Study Program of Master of Communication Science Universitas Mercu Buana, Jakarta
ABSTRACT
The fourth industrial revolution led to the arrival of the digital era which is an open door for digitalization. In this era, most of humans' activities are being made easier with digital technology. Its impact is proven with smartphones, laptops and tablets having become common mobile devices or gadgets for communication to people around the world.
Every day, people use those gadgets to communicate and share and exchange information with one another. As mobile devices, smartphones, laptops and tablets can be used to access the internet as long as there are internet connections.
Therefore, by using those mobile devices that are connected to the Internet, people are not only able to receive and share information, but they can also get education and entertainment, and do other activities to fulfill their daily needs such as shopping. Among smartphones, laptops and
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tablets, smartphones are the most common type of mobile device owned by people. They can be equipped with mobile apps with various functions and for different purposes such as communication (messaging and call), entertainment (music and video streaming services), shopping (e- commerce), etc. In the entertainment field, particularly music, Spotify has become the world's number one audio streaming service platform that allows its users to access millions of music works and podcasts all around the world.
This research found that this platform, with its mobile app, brings benefits to Indonesia's music industry.
Keywords: Music industry, digital technology, music streaming service, production, distribution
BACKGROUND
Today, our world has entered Industrial Revolution 4.0. Industrial Revolution 4.0 indicates the fourth industrial revolution phase. Its arrival emerges in the form of the enhancement in the development of highly sophisticated technology which causes a major impact on human's life. It was started from a transformation effort towards improvement by merging the online world and production lines in the industry, so all production processes are organised and managed with the internet as their primary support. The impact of Industrial
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Revolution 4.0 encompasses internet of things, artificial intelligence, digital commerce (e-commerce), big data, cloud computing, financial technology, sharing economy and the use of robots (Prasetiantono, 2018).
"Internet of things" is a concept that is aimed for expanding the benefits of continuously connected internet connectivity (Awaludin et al., 2021). Internet exists as a new form of media that plays a very important role in humans' life. The internet is widely used for means of connectivity and communication; access to information, knowledge and education; ease of business; as well as entertainment. With the internet; where there are websites, online forums, social media and networking platforms, and online marketplace or e-commerce sites;
humans obtain convenience in contacting each other, making more friends, selling and buying products, looking for information, receiving the latest news, enriching knowledge, making money, watching movies, listening to music, playing games, etc.
Industrial Revolution 4.0, with the extensive use of the internet, leads humans' life to the establishment of the digital era. In this era, information can be easily and
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quickly obtained and disseminated with the use of digital technology. Digital technology involves a computerized system that is connected to the internet. The convenience of using the internet is even more tangible with the existence of smartphones and mobile apps which cause several changes in humans' way of life (Setiawan, 2017).
These changes give birth to media convergence and digitalization. Media Convergence means the merging of various types of mass media like traditional media, printed media (newspapers, magazines and tabloids), broadcast media (radio and television) and new media (the Internet) through digital media platforms. According to Lasa (2005), digitalization is the process of managing printed documents into electronic documents. Digitalization refers to the transformation process of media from physical forms to digital forms.
Digital technology is designed and utilised to fulfil humans' needs. According to Douglas and Isherwood (1996), humans' needs are categorised into three classes:
primary, secondary and tertiary. The primary group includes basic needs such as food, shelter and clothing (Suryana, 2008). The secondary group comes after
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primary needs have been fulfilled. Oktima (2012) defines secondary needs as needs that complement primary needs. Examples of secondary needs include education, entertainment and vehicles. The tertiary needs arise when the primary and the secondary needs have been fulfilled (Arfida, 2003); its examples include items that can possibly increase self-esteem and pride such as luxury homes, sports cars, branded clothes and vacations abroad.
Entertainment which is a secondary need is always present in humans' life. Humans need entertainment to relieve burden and stress, and channel feelings and emotions. According to Morissan (2011), entertainment media includes films (or movies), television shows (or series), radio shows, news, music, newspapers, magazines, computer games, podcasts and books (fiction and non- fiction).
In connection with the internet serving as entertainment media, the impact of digital technology strongly affects the music industry which is a part of the entertainment sector. The existence of audio streaming service providers or platforms like Spotify, Apple Music, Joox and Tidal changes people's way of enjoying music.
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In the past, people must go to record stores to buy music albums in the form of CDs or cassettes. However, over the last few years, most people no longer do so since they listen to music through music streaming apps which are installed on their devices. This change has been putting physical record stores to an end. For instance, quoted from detikFinance, Disc Tarra which used to be the biggest media store in Indonesia had a large number of shops in the country. They sold music CDs, films and TV series (in DVDs, VCDs and Blu-ray), and cassettes.
However, they are no longer running the business due to the development of digital or online media streaming services. Now people can watch films and TV shows by subscribing to Netflix, Amazon Prime, Hulu and Indonesia's locally own Iflix. People can also listen to music through their phones with Spotify, Joox, Apple Music and Deezer. Some online music streaming services also provide song lyrics which users can sing along with as they listen to the songs. Those changes in media consumption prove that digital technology helps saving so much space because people do not need to buy physical record products like CDs and cassettes anymore.
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According to CNN Underscored on 17 October 2022, Spotify is the number one music streaming platform in the world, with 350 million users and 150 million subscribers. Spotify does not only give benefits to music listeners, but also music artists. The number of listeners who listen to a particular song or album determines the recording's position in music charts. Spotify also functions as a medium for people to publish their own musical works, even though they are not musical artists who are signed to record labels or companies. Publishing music on Spotify can be done through registration with music publishers such as TuneCore. In other words, Spotify provides opportunities for newcomers in the music industry around the world to gain recognition and fame.
Their musical works, talents, skills and creativity can be exposed to many people and it paves their way to success.
Overall, Spotify brings benefits to music artists, record companies, music listeners and unsigned music artists.
The population of Indonesia has reached 276,4 million as of 2022. Based on a report from research company Data Reportal, the number of connected mobile devices in Indonesia reached 370.1 million in early 2022.
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APJII's data shows that in 2022 the number of internet users in Indonesia reached around 210 million. In 2022, the number of monthly active users of Spotify in the world are 433 million people in the second quarter of 2022. This number increased by 18.6% compared to the same period in 2021. This essay discusses the advantages that Spotify brings into the music industry, especially in Indonesia.
This essay focuses on the positive impact of Spotify on music artists, records and the arrival of new music artists.
LITERATURE REVIEW Definitions of Terms
According to Assauri (2011), a production process is a method and technique for creating or increasing the use of an item or service by using existing resources (labor, machines, materials, funds). The output of production processes is called a product. Kotler and Armstrong (2017) defines "product" as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Therefore, a product is meant for business. Products are marketed
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towards, sold to and bought by people to fulfill their needs and satisfy them.
Hall (2001) states that distribution is an activity to deliver products to customers or purchasers after sales. It can be concluded that the distribution procedure is a stage or series of activities that are carried out repeatedly related to product marketing. Digital technology is a technology that no longer involve manual labor, but rather an automatic operating system with a computerized system or a format that can be read by a computer. Digital technology includes electronic tools, systems, devices and resources that generate, store or process data; its examples include social media, online games, multimedia, mobile apps and smartphones.
The function of mass communication according to Dominick (2001) consists of surveillance, interpretation, linkage, transmission of values, and entertainment.
According to Arsyad (2002) media are all forms of intermediaries used by humans to convey or spread ideas, ideas or opinions, so that the ideas, ideas or opinions expressed reach the intended recipient. Modern media come in various forms which include printed media (e.g.:
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books, magazines and newspapers), television (TV programs and shows), films, video games, online games (MMORPG), music, various types of software and the internet.
According to Jamalus (1988: 1), music is a work of art in the form of sound in the form of a song or composition that expresses the thoughts and feelings of the creator (composer and lyricist) through the main elements of music, namely rhythm, melody, harmony, and the form or structure of the song and expression as a unit.
Industry is an attempt to produce finished goods with raw materials through the production process of cultivating in large quantities so that these goods can be obtained at the lowest possible price but with the highest quality (Sandi, 2010: 148). Therefore, the music industry is a business field that trades compositions, recordings, or other things that link business to music.
Streaming is a method of transmitting or receiving data (mainly video and audio files) over a computer network as a steady, continuous flow, allowing playback to start while the rest of the data is still being received.
Streaming refers to the delivery process of any media
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content (both live and recorded) to computers and mobile devices via the internet and played back, viewed and listened in real time. Movies, TV shows, music videos, songs and podcasts are some common forms of streaming content. Music, video and other types of media files are prearranged and transmitted in sequential packets of data so they can be streamed instantaneously. Streaming activities require a stable, high speed internet connection, access or subscription to a streaming service or app, and compatible devices.
Spotify is a digital music, podcast, and video service that gives people access to audio content (music and podcasts) from creators all over the world. Its basic functions such as playing music are completely free.
Spotify also offers premium services for its users to access more advanced features. Through Spotify, people can listen to music and podcasts, and also publish their musical works and their own podcasts. Spotify Premium is a paid subscription tier that allows users to enjoy all the app's superior features for $9.99/month. The Premium features include ad-free and on-demand playback and
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offline listening for up to 10,000 songs each on up to five different devices.
Previous Studies
In writing this essay, the researcher reviewed a number of academic research papers with similar and related topics. In "Konsumsi dan Produksi Musik Digital pada Era Industri Kreatif" by Cahya Berto Habibi and Irwansyah (2020), it is found that the digital era has caused changes in people's way of listening to music.
Digitalisation can bring many opportunities to expand the market and reap more profits. Record companies can cut budgets for producing physical goods like cassettes, LPs and CDs; and switch to digital platforms instead. That means tougher competition to contend with. Creative industries that see opportunities from new directions to enjoy music have flocked to open platforms that make it easier for music fans to enjoy music anywhere and anytime. The flow of consumption of music is also moving in a new direction following the exposure to the digitalization era in the creative industry. Now music can be accessed and consumed more easily with Spotify, iTunes, Joox, and others.
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The article "Music Streaming dalam Industri Musik Era Industri 4.0" by Rissa Amanda (2022) observes the popularity of two online music streaming platforms Spotify and Langit Musik which are from Sweden and Indonesia respectively among Indonesian millennials. The results show that the use of Spotify in Indonesia is still more popular than Langit Musik, because Spotify is already suitable for the music streaming criteria wanted by Indonesian millennials. These include a diverse and global selection of songs, from old songs to the latest songs that are always up-to-date, have a simple and eyecatching display, easy to use, clear sound quality, have lyrics for karaoke, integrated with social media for status updates, have playlist personalisation feature, and no need to use large mobile data internet quota.
Another article reviewed by the researcher was
"Spotify: Aplikasi Music Streaming untuk Generasi Milenial" by S. Yollis Michdon Netti and Irwansyah (2018).
Music streaming services have changed the face of the world's music industry. Spotify has become a major helper for many record companies and artists to sell their works with a wider range. Music lovers around the world are also
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increasingly benefited with Spotify, which has a music collection of up to 30 million songs. This is different from what it was like in the early years of the existence of music streaming services, which were underestimated by many music artists and music observers at first.
The researcher also reviews the article "The Spotify Effect: The Role of Spotify for Artists in the Music Industry 4.0" by Riesti Fadryona (2020). The result of this study indicates that Spotify is a form of asynchronous Computer-Mediated Communication. It contains features like direct upload, new release promotions, playlists, merchandising, tours, and statistics, that allow for interactivities between musicians and audiences. Spotify's statistics and analytics allow music artists to see the context of the data as a basis for making decisions that can help them release new songs, schedule concert locations and choose other musicians to collaborate with
The article "Pemasaran Musik pada Era Digital:
Digitalisasi Industri Musik dalam Industri 4.0 di Indonesia"
by Gerry Wahyu Dewatara and Sari Monik Agustin (2019) contains information about music marketing in the digital era. The results of this study indicate that it is very easy
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for consumers to find music. Industry players support digitalization in the music industry because it makes it easier to market their music and help protect their intellectual property by reducing piracy.
Theoretical Framework
There are several theories applied to this essay.
First, it is the Digital Theory. It is a concept of understanding from the development of ages regarding technology and science, from everything that is manual to automatic, and from everything that is complicated to be concise (Aji, 2016). Digital technology does not involve human power nor manual technology. But it tends to be an automatic operating system with a computerized system or a format that can be read by a computer. The digital system is the development of the analog system. A digital system uses a sequence of numbers to represent information. Unlike analog signals, digital signals are non- continuous.
The digital theory is attached to digitalization.
Sugiharto (2010) argues that digitization is a way or process of moving or transforming various types of conventional archives into electronic or digital archives.
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Archives of this digital form can be created through media transfer, namely by means of reproduction and scanning.
The digitalization process of converting files from their physical form (hard copy) to the digital form (soft copy) is referred to as digital records. In this case, all types of files such as audio, video and pictures exist in digital form to minimize risk and for easier storage. For example, these days, entertainment media such as music and films is now available in digital format. Digitalization does not replace the original document, but adapt to technological advances instead. Besides, digital files maintain and store the authenticity of the original documents as archives.
The second theory used by researchers is the New Media theory from Flew, Power, and Littlejohn. Flew defines new media as a combination of three computer science groups: computing and information technology;
communication networks; and digitized media and information content. On the other hand, according to Power and Littlejohn, new media is a new period in which interactive technologies and network communications, particularly the internet, would transform society and people's lifestyle. Ginting et al. (2021) defines new media
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as media that utilises internet-based online technology, has a flexible character, has the potential to be interactive, and can function privately or publicly. The power in new media is the mastery of technology (especially the internet) which is able to cause changes in society (Junaedi, 2011: 53).
The third theory that is related to this essay is the Word-of-Mouth (WOM) theory. Word-of-Mouth refers to a marketing activity in providing and sharing information about a product or service from one consumer to another to discuss, promote and want to sell a brand to others (Priansa, 2017: 339). In the digital era, a different form of Word-of-Mouth emerges and it is known as electronic Word-of-Mouth (eWOM). eWOM (also called viral marketing) is a marketing technique using the internet to create the effect of word-of-mouth to support marketing efforts and goals (Kotler and Keller, 2016). Goldsmith (2008) defines electronic word of mouth (E-Wom) as internet-based social communication where web users can send and receive information related to products online. eWOM can be done through social media and social network posts such as photos and videos (long
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videos, Reels and Stories) with captions on Instagram;
YouTube videos and YouTube Shorts (they can be in the form of vlogs and product reviews); blog posts; Facebook posts that involve texts, videos and photos; and even short videos on TikTok.
The innovation-diffusion theory is also used in this essay. The innovation-diffusiion theory discusses that communicators who get messages from the mass media are very powerful in influencing people. Thus, innovation (invention), then spread (diffusion) through the mass media will possibly and strongly influence the masses to be persuaded, believe and follow it. This theory at the beginning of its development occupied the role of opinion leaders in influencing people's attitudes and behaviour.
That is, the mass media has a strong influence in spreading new discoveries. Especially if the new discovery is then passed on by community leaders. However, diffusion-innovations can also directly affect audiences.
According to Rogers and Shoemaker (1971) diffusion is the process by which inventions are disseminated to people who are members of a social system.
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Computer-Mediated Communication is an important and fundamental theory applied to this essay.
Computer Mediated Communication (commonly abbreviated as CMC). The development of the study of CMC was started in 1987. Computer-Mediated Communication does not only involve Personal Computer (PC) or Laptop devices, but all computer-based devices such as PDAs, smartphones, tablets, and all similar devices that function as communication tools. Computer Mediated Communication (CMC) can be simply interpreted as a process of human communication through a computer, involving people, located in a certain context and involved in the process of forming media for various purposes (Thurlow, 2004: 15). CMC enables people to communicate using computer-based communication tools that are supported with internet devices and applications.
With those devices, people can read actual news from online newspapers, play virtual games (like MMORPG), buy and consume products, have a chat and discuss particular topics. People as internet users can do those activities wherever they are. CMC also leads to business operation through social media and networking sites such
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as Facebook, Twitter, Instagram, and many other social networks. The scope of CMC itself includes chat systems, the World Wide Web (WWW), including textual, graphic, photographic, audio, and video systems. Besides aspects of hyperlinks, CMC also includes video sharing such as Youtube and TikTok, social networking systems and friendship search like Facebook, and messaging apps like WhatsApp and Telegram.
The underlying concept of this essay is Industrial Revolution 4.0 which refers to the fourth phase of the world's industrial revolution. Prasetyo and Sutopo (2018) argue that Industrial Revolution 4.0 (also known as Cyber Physical System (CPS)) merges digital technology and the internet with conventional industries. In other words, Industry 4.0 focuses on a technology that combines the real world with the virtual world; this combination is manifested through the integration between physical and computational operations (involving network). Its goal is to significantly increase productivity, efficiency and customers' satisfaction since Industry 4.0 offers advanced speed and enables all entities to always be connected, able to communicate and share or exchange information
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with one another in real time. The design of Industry 4.0 encompasses six principles: interoperability, virtualization, decentralization, real-time capability, service-oriented and commutability (Prasetyo and Sutopo, 2018). The fourth industrial revolution stage gives birth to several new advanced technology features, they are: Internet of Things, Big Data, Cloud Computing, Artificial Intelligence (AI), Wireless Sensor Network (WSN) and Addictive Manufacturing (Mantik, 2022).
Internet of Things (IoT) is a concept in which an object has the ability to transfer data over a network without requiring human-to-human or human-to- computer interaction. The purpose of Internet of Things is to expand the benefits of continuously connected internet connectivity that allows humans to connect machines, equipment and other physical objects with a network of sensors and actuators to acquire data and manage their own performance. It enables machines to collaborate and even act on newly acquired information independently (Arafat, 2016). The existence of IoT brings possibilities for objects or devices to communicate, control, exchange data or connect with each other and to
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other devices with sensors and an internet connection.
IoT offers a machine-to-machine communication solution that can provide real-time business availability. 24-hour connectivity, along with various automation features, makes Internet of Things an effective way to monitor and manage businesses remotely. The internet has a number of functions; it can be a source of education, information, knowledge and entertainment; a communication media; a business field; and also a mapping and tracking device.
Big Data is a term that refers to a collection of data that is very large and complex in size, making it impossible to process it using conventional database management tools or other data processing applications. Big Data is data that exceeds the processing capacity of existing database system conventions. Big Data includes three main characteristics: volume, speed and variety. Volume refers to the capacity of super large data that must be managed. Velocity relates to the speed of data processing which must keep pace with the rapid growth in the amount of data. Variety refers to the wide variety of data source features (Maryanto, 2017).
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Cloud Computing refers to the practice of utilizing remote server networks on the internet to store, manage and process data. Laudon and Loudon (2015) define Cloud Computing as a computing model in which processing, storage, software and other services are provided as a unified virtual resource on a network (the internet). The use of Cloud Computing allows people to access data or programs anywhere, anytime and through any devices (Chandrasekara, 2018). It enables the use of resources, such as servers, networks, storage, applications, services, etc. altogether. The operation can be configured easily and minimizes interaction with service providers. Therefore, Cloud Computing is a service of computing resources (hardware, operating systems, applications, storage media, networks) through networks which involve a number of servers and can be used together (sharing resources) (Ghozali et al., 2019).
Cloud Computing consists of three types of services which include Software as a Service (SaaS), Platform as a Service (PaaS), and Infrastructure as a Service (IaaS). Software as a Service (SaaS) is a service that provides ready-to-use applications for users (end-
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users). The feature of SaaS is that users do not need to create applications and do not need to prepare hosts and infrastructure (Godse and Mulik, 2009). Some of these services are paid and some are free. Platform as a Service (PaaS) is the provision of a platform for developers that is provided via the internet (Sun et al., 2007). PaaS is needed when the applications provided through Software as a Service (SaaS) do not match the needs of the business processes contained in the company. PaaS is useful for creating applications, uploading applications, testing applications, or even managing configurations needed in the application development process. In the concept of Infrastructure as a Service (IaaS), service providers only provide virtualized computing resources such as processors, memory, and storage (Iosup et al., 2014). However, service providers do not install applications on it. The selection of operating systems, applications, and other configurations is completely under the control of the community.
Artificial intelligence (AI) is a science and technique in creating intelligent machines, especially in creating intelligent computer programs or applications. AI
27
is a step to create computers, robots, or applications or programs that work intelligently like humans (McCarthy, 2007). Creating AI is aimed at creating an expert system that can perform intelligent behavior, learn, demonstrate, explain, and suggest users. The benefit of AI is for implementing intelligence from humans into machines, creating a system that can understand, think, learn and behave like humans (Gunawan, 2016). The development of AI is strongly related to the existence of algorithms. An algorithm is a set of systematically written instructions or steps; it is used to solve logic and math problems with the help of a computer (Sismoro, 2005, 29). An algorithm is useful for completing a specific task. They function as the building blocks for programming, and they allow things like computer networks, devices and the Internet to operate and make decisions.
Wireless Sensor Network (WSN) is a system that incorporate a collection of nodes that work as sensors that can retrieve data on measuring parameters and then send them to a central node or a server for data processing (Firdaus, 2014). The nodes in the WSN are sensors that are placed at points in an area whose size users want to
28
know. WSN devices are able to connect on a centralized network basis and intermediate devices. WSN is generally utilized for small-scale data communication that is used to send sensor detection results for reprocessing (Makruf, 2019).
Additive Manufacturing (AM) or 3D printing refers to the process used to create three-dimensional objects in which layers of material are formed under computer control to create objects. Objects can be of nearly the same shape or geometry and are usually produced using digital model data from 3D models or other electronic data sources such as Additive Manufacturing Files (AMF). In the 3D printing process, a three-dimensional object is formed by adding material layer by layer (Rayna and Striukova, 2016).
Research Method
The research method used in writing this essay is Desk Study. The desk study method is a way of collecting data and information through examination and analysis of data and information using secondary data. The secondary data can be in the form of company internal/external documents, laws and regulations related
29
to reports, statistical data, literature studies, maps, etc.
This research is conducted by collecting a number of articles about the impact of digitalization on music consumption around the world, then looks at the changes that consumers and producers may experience about music in this digital era as a whole. After collecting sources of information or data, the researcher observes the impact of digital technology on the music industry in Indonesia, focusing on the benefits it brings for music artists and record companies.
RESULTS AND DISCUSSIONS
Spotify Replaces the Use of CDs and Cassettes Spotify is a digital music, podcast and video service that grants people access to millions of songs and other content from creators (singers, musicians and podcasters) who come from different countries all around the world.
People can listen to music on Spotify on its website (known as the Web Player) and its application (software). Spotify's Web Player can only be accessed through an internet browser on a computer (a PC or a laptop). On the other hand, the application has a broader range of compatible
30
devices; it can be installed and used on PCs, laptops, tablets and smartphones. Musical works (music pieces, songs and albums) that are published and available on Spotify are officially released and authorized. Their availability depends on record labels' and publishers' agreement. Therefore, no copyright infringement can be done.
Considering that Spotify's function is for listening to music and it is available in the form of an application, it presents a new way for people to enjoy music. The existence of Spotify allows people to access music anywhere at any time, particularly if they use smartphones, tablets and laptops. This new way lets people shift from buying and playing music CDs and cassettes to using mobile apps like Spotify for enjoying music. This digital music format is highly beneficial for record companies because publishing musical works or products through digital streaming services like Spotify can help reducing costs that are allocated for creating a large number of copies of CDs and cassettes, printing album covers, and packing the CDs and cassettes wrapped in the album covers and plastic cases.
31
This transformation in the way people consume music products is a consequence of Industrial Revolution 4.0 which leads to the arrival of the digital era. Industry 4.0 comprises Cloud Computing and Big Data as two of its features. All of the content on Spotify are stored in cloud storage which is on the Internet. This is an example of the use of Cloud Computing. As argued by Chandrasekara (2018), with Cloud Computing, people can access data or programs anywhere, anytime and through any devices.
People can listen to music on Spotify at any time and in any place using their smartphones which are easy to carry.
They no longer have to bring CD players for playing CDs to listen to music.
The involvement of Big Data is also present on Spotify. As stated by Dambill (2012) that Big Data refers to the advanced capability of processing data with larger capacities, Spotify displays such a capability by containing a great number and a variety of data. Spotify is able to store up to millions of music pieces, songs and podcasts.
Plus, it is also supported with additional tools such as lyrics (texts), playlists, queues and sharing options to social media. Spotify is also evidence of digitalization in the digital
32
era. As stated by Lasa (2005) that digitalization is the process of managing printed documents into electronic documents; in this case, music which used to be published in the physical CD or cassette format is now available in the electronic or digital format.
Users Can Publish Their Own Recordings on Spotify Spotify users who have recorded some music pieces and songs (either original works or covers) can publish their recordings on Spotify for free. This can be done with the help of TuneCore. TuneCore is a Brooklyn, New York–
based independent digital music distribution, publishing and licensing service founded in 2005. In order to publish musical works on Spotify, users are required to sign up for a TuneCore account. Then, they must select the type of release they want to get on Spotify, either a single or an album. After that, users shall upload some cover art to put their songs on Spotify. It is suggested to include music contributors so they get credited when the users' songs are played. After having been approved by TuneCore, the users must get their music on Spotify. They can monitor their sales and streaming reports.
This new method for publishing music is evidence
33
of digitalization. In the past, music artists, particularly those who have not signed any record deal with record labels, must submit their recordings (known as demo songs) that demonstrate their ideas or music concepts. The demo songs are usually burned onto CDs and submitted to record companies and publishers. However, in this era, anyone who has written and recorded songs can publish their musical works for free by uploading them in the soft copy or digital format to TuneCore, and get them available on Spotify. This process is far easier and simpler than conventional music publishing processes. As defined by Sugiharto (2012), digitalization is a way or process of moving or transforming various types of conventional archives into electronic or digital archives. This benefit also reflects the application of Big Data, in which Spotify is able to keep and process a large number of data from users around the world.
This new way of publishing music is beneficial and profitable for unsigned or independent music artists (including singers, musicians, instrumentalists and songwriters or composers) as well as people who have musical talents and hobbies but do not become musical
34
artists as an actual occupation. By recoding songs (either original or cover songs), submitting them to TuneCore and getting them available on Spotify, people with musical talents and skills can be discovered by record producers and get offered some record deals. In other words, digitalization paves the way for people to express themselves, show their talents and skills, and use those talents and skills to make money. In this case, it leads to the arrival of newcomers in the music industry.
In relation to this case, according to VOI as of 15 January 2022, there are five Spotify-based Indonesian music artists who have become new idols in 2021. They include GANGGA, Nadin Amizah, Tiara Andini, Juicy Luicy and Kaleb J.
No .
Artist' s Name
Hit Song Releas e Date
Achievem ent 1 GANG
GA
"Blue Jeans" 5 June 2020
"Blue Jeans" has been played over 90 million times on Spotify as of January
35
2022. The success led GANGGA's name to be included in the list of top 10 most listened Indonesian artists.
2 Nadin Amiza h
"Bertaut"
(english:
"Linked")
28 May 2020
“Bertaut”
became the third most- listened song by an Indonesian artist on Spotify, based on Spotify Wrapped 2021.
3 Tiara Andini
"Maafkan Aku
#terlanjurmenci nta" (english:
"Sorry I'm Already in Love")
26 June 2020
Andini became one of the 10 Indonesian female artists with the biggest
36
number of views throughout 2021.
4 Juicy Luicy
"Lantas"
(english "Then") 28 August 2020
The song became one of the most played songs by Indonesian artists on Spotify and the band became the most
popular band on Spotify in 2021.
5 Kaleb J "It's Only Me"
(studio version) 26 Novemb er 2020
This song, released as a single, became one of the most listened songs by Indonesian artists in Indonesia
37
based on Spotify Wrapped data from 2021.
Songs and Albums Listened By Users Can Be Shared or Posted on Social Media
Users can share songs and albums they listen to to their social media and social networking pages. For example, if a user is currently into a song, they can share the song (its title and its artist), posting it on Instagram Stories or Facebook Stories. Therefore, their followers or friends, if they see the post, will know the song the user likes or is listening to at the moment. Usually, users share songs and album that they really like, or those that are recorded by their favourite artists and related to their feelings. For instance, a person who has just faced a breakup and been having their heart broken, is listening to a sad breakup song about being unable to let go of an ex- lover. The song fits the user's (as a listener) feelings and it makes them really like it. The, the user shares it to their Instagram Stories, telling their followers that they are currently listening to that song.
38
This sharing feature functions as a form of electronic word of mouth (eWOM). EWOM, as defined by Goldsmith (2008), allows web users to send and receive information related to products online. By sharing or posting about some music works, it can lead other internet users to discover other songs, albums and artists they have never heard of before. It might spark their interest to try to listen to those newly discovered music works. If they like the songs and albums, they can stream them on Spotify.
Therefore, the sharing feature can benefit Spotify, music artists and record companies.
The Number of Music Artists' Monthly Listeners Can Be Calculated and Their Listeners' Regions Can Be Traced
The number of listeners or fans of every music artist can be calculated. Spotify can also trace their locations and sort them into a list based on the regions. The list spans from the country with the biggest number of fans or listeners, to the one with the smallest number of audiences. Both the number of listeners and the listeners' regions are displayed in artists' profiles on Spotify. Knowing the number of listeners or fans is useful for determining
39
the position of music products in charts. It can indicate how popular and successful a song or an album is. Meanwhile, acknowledging the listeners' or fans' regions can guide music artists and the people who work for or with them to decide which countries to visit for organizing concerts. For example, the American boyband Big Time Rush, which was on a hiatus from 2014 to 2021, had been organizing a reunion tour, named Forever Tour, throughout 2022. The tour mostly takes place in Latin America, the region where most of their fans come from.
This capability of Spotify demonstrates the involvement of Artificial Intelligence (AI) and algorithm.
With the involvement of those two elements, Spotify as an application and a website can perform specific tasks such as counting the number of listeners and discovering what country the audiences are in. The capability of performing those tasks are obtained through set algorithm that enables the program to run by itself. This also relates to one of the functions of the Internet which is mapping. AI and algorithm enable Spotify's program to work automatically and complete tasks like humans do (Gunawan, 2016).
40
The "Fans Also Like" Section on Artists' Spotify Pages, Recommendation Sections and Playlists Lead Users into Discovering Other Artists They Possibly Like
Music listeners are often bound to some music genres; it can be pop, rock, dance, country, hip hop, electronic, metal, R&B, etc. Every music artist's Spotify page has a section called "Fans Also Like". It displays other artists whom their fans also like or listen to. In other words, the "Fans Also Like" section likely classifies music artists that perform similar music genres or have similar styles.
With this section, users can discover or explore more artists and songs. The users may also become fans of them.
Therefore, the "Fans Also Like" section can benefit music artists because it helps them gain more fans or listeners.
The more people stream their music, the more money they can make. Finding similar artists in the "Fans Also Like"
section also opens up opportunities for artists to collaborate with each other. With similarities in their music, styles and fans, they expect and believe that it will be easier to make their collaboration song successful or become a hit. For example, Indonesian female pop singers
41
Raisa and Isyana Sarasvati are often compared to one another by public. They appear in each other's "Fans Also Like" section on Spotify due to performing similar kind of music, having mostly similar listeners, and being almost around the same age. In 2017, they released a collaboration single titled "Anganku Anganmu" that became a number one hit.
Other than the "Fans Also Like" section, playlists and recommendation sections are another feature of Spotify that opens the door for users to discover and explore more artists and songs. As a music streaming service, Spotify has playlists and recommendation sections that contain music tracks. The recommendation sections contain songs that users might like based on artists and genres they listen to. Users can create their own playlists and make them public (shown to any other users) or private (only shown to the creator or owner). Public playlists on Spotify, which can be accessed and played by any other users, allow them to find out other artists and songs they do not know at first, but might like. Spotify also features auto-generated playlists for its users. They are called Spotify Mixes. They are generated based on users'
42
listening habits, including artists, genres and eras or decades they listen to most.
Fans Also Like, Spotify Mixes and the recommendation sections indicate the role or function of Artificial Intelligence and algorithm. The way Spotify classifies artists and songs based on genres and eras works intelligently like how humans put people, animals, plants and things in groups or categories (McCarthy, 2007). Its function is designed with algorithm that allows programs to operate as arranged and adjusted by their creators (programmers). Fans Also Like, public playlists, Spotify Mixes and the recommendation sections also play the role of electronic Word of Mouth (eWOM). The way they display or recommend similar artists as a form of recommendation to meet users' interests and taste can help supporting music artists' and record companies' marketing efforts and goals (Kotler and Keller, 2016). The more people know the artists and listen to the songs, the more income the artists and the record companies gain.
CONCLUSION
Based on the results of the author's research, there
43
are a number of positive impacts of the existence of Spotify as a digital music streaming service on Indonesian's music industry. These positive impacts occur as a result of digitalisation in the digital era, which is a part of Industry 4.0. Equipped with capability of Cloud Computing and Big Data, Spotify helps record companies save their budget in terms of publishing music works. By releasing songs and albums digitally through Spotify, record companies no longer have to make a large number of physical copies (CDs and cassettes) of albums. People can listen to music by streaming albums and tracks on Spotify and listen to them anywhere with their phone. The capability of Cloud Computing and Big Data of Spotify, which is related to containing and processing a large number of data, also enables Spotify to contain a large number of data and allows users around the world to publish their music works or recordings on Spotify. It opens the door for unsigned music artists to recognition with Spotify's recommendation sections. Electronic word-of-mouth (eWOM) is present on Spotify with recommendation, public playlists, the "Fans Also Like" section and the function of the Share button.
Users can recommend music and discover artists and music
44
works they have never heard before. Recommendations, public playlists and Fans Also Like are driven by algorithm which is a result of digital technology. The Internet's mapping function and algorithm play an important role in showing the number of listeners of a music artist and where those listeners come from. That function can help artists and record labels decide concert locations. Overall, it can be concluded that digital technology benefits Indonesia's music industry.
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51 CHAPTER II
Strategi Presentasi Diri Ketua Umum Pengurus Besar Pelajar Islam Indonesia Sebagai Tokoh
Publik di Instagram
Aris Darussalam
Email : [email protected] Program Studi Magister Ilmu Komunikasi
Universitas Mercu Buana, Jakarta
ABSTRAK
Hadirnya media sosial tentu menjadi salah satu kemudahan pagi pengguananya untuk melakukan presentasi diri dalam Computer Mediated Communication (CMC). Hal tersebut karena media sosial khususnya Instagram yang memungkinkan seseorang memberikan gambaran diri mereka guna mendapatkan suatu kesan tertentu dari pengguna lain yang terhubung dengan mereka. Ketua Umum Pengurus Besar Pelajar Islam Indonesia (PII) dipilih sebagai subjek penelitian karena presentasi dirinya dianggap menjadi tolak ukur bagi anggotanya dalam memberikan citra diri pimpinan organisasi. Tujuan penelitian ini adalah untuk mengetahui bagaimana Ketua Umum Pengurus Besar Pelajar Islam Indonesia (PII) sebagai tokoh publik dalam melakukan strategi presentasi diri di Intagram. Penelitian ini merupakan penelitian
52
deskriptif kualitatif, pengumpulan data dilakukan dengan wawancara langsung terhadap Saudara Rafani sebagai Ketua Umum Pengurus Besar Pelajar Islam Indonesia (PII) itu sendiri. Adapun pertanyaan penelitian ini disusun berdasarkan lima kategori yang telah ditentukan, yaitu ingratiation, self- promotion, intimidation, exemplification, dan suplication. Hasil dari penelitian menunjukkan informan cenderung menggunakan lima strategi self presentation di Instagram, setiap kategorinya cukup menonjol keberadaannya baik Ingratiation, Self Promotion, Intimidation, Exemplification, dan Suplication, muncul serta dilakukan oleh dirinya di Instagram. Dengan kata lain presentasi diri yang dilakukan informan di instagram berupaya membagikan unggahan yang membuat mereka dinilai baik oleh anggota dan mengunggah foto-foto yang berkaitan dengan aktivitas dirinya untuk menunjukkan integritas dirinya sebagai aktivis organisasi Pelajar Islam Indonesia (PII).
Kata Kunci : Media Sosial, Presentasi Diri, Ketua Umum Pengurus Besar Pelajar Islam Indonesia, Instagram.
LATAR BELAKANG
Sebagaimana yang dinyatakan Goffman dalam bukunya yang berjudul The Presentation of Self in Everyday Life, dalam proses komunikasi seorang individu cenderung memiliki kekhawatiran tentang apa yang
