Content and Audience Commodification of Foodgram @Jogjafoodhunter as Information Media for Popular Culinary in Yogyakarta

Abstract

The rapid growth of social media users led to the emergence of buzzer accounts. Instagram has had a new impact, namely the presence of Instagram account activists. specifically about culinary. The existence of mixed culinary information and influenced by business practices in advertising content on the Instagram account @Jogjafoodhunter seems to make a new commodity worthy of sale. This has led to new consequences with a shift in the essence of culinary information to shift its role as a business container for account owners. The research aims to determine the commodification of content and audiences on the @Jogjafoodhunter account as a popular culinary information medium. The method used is qualitative with a content analysis approach. At the end of the research, it was found that the upload in the @Jogjafoodhunter account was modified in such a way that it was part of the content to attract followers to buy the product and at the same time become a consumptive person. This resulted in a content commodification process that occurred. Audience commodification on this account, namely, as an addition to the account's rating to advertiser.