The Commodification of Children as Endorsements on Instagram Social Media
DOI:
https://doi.org/10.62033/elegentia.v1i1.56Keywords:
Commodification, Children, Endorsements, Social media, InstagramAbstract
The commodification of children on social media platforms often appears in endorsement activities that aimed at commercialization. Previous studies that have discussed this context only focus on the existence of individuals as objects, therefore lacking comprehensive discussion regarding the commodification of individuals as subjects in endorsement activities. This study focuses on the question “How is the commodification of children as endorsements on Instagram social media?”. In order to answer this question, this study uses a descriptive-qualitative approach to analyze the trends, practices, and forms of commodification of children as endorsements on Instagram social media. The findings in this study show that children’s involvement in economic activities not only shows a form of objectification, but also indicates that practices of commodification of children as endorsements on Instagram social media has occured massively. Additionaly, this study also reccomends the importance of further research to explain the motivations of parents who involve their children in endorsement activities through in-depth interviews, in order to obtain a more comprehensive and empirical understanding.
References
Adriany, V., Aprilianti, L., & Kurniati, E. (2021). Indonesian street children’s negotiation of play. Contemporary Issues in Early Childhood, 22(4), 359–373. https://doi.org/10.1177/14639491211061618
Amna, A. (2019). Hijrah Artis Sebagai Komodifikasi Agama. Jurnal Sosiologi Reflektif, 13(2), 331. https://doi.org/10.14421/jsr.v13i12.1531
Annur, C. M. (2023). Jumah Pengguna Media Sosial di Seluruh Dunia (Januari 2013 - Januari 2023). Databoks.Co.Id. https://databoks.katadata.co.id/datapublish/2023/02/07/pertumbuhan-melambat-jumlah-pengguna-media-sosial-global-capai-476-miliar-hingga-awal-2023
Appadurai, A. (1990). Disjuncture and Difference in the Global Cultural Economy. Theory, Culture & Society, 7(2–3), 295–310. https://doi.org/10.1177/026327690007002017
Batubara, A. M. & A. (2014). Religion Commodification in Political Activities in Seberang Kota Jambi. Kontekstualita, 29(2). https://www.neliti.com/id/publications/145818/komodifikasi-agama-dalam-ruang-politik-di-seberang-kota-jambi#cite
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising. https://doi.org/10.1080/02650487.2015.1137537
Chen, P., & Kong, X. (2021). Tourism-led commodification of place and rural transformation development: A case study of Xixinan village, Huangshan, China. Land. https://doi.org/10.3390/land10070694
Cheney, K., & Ucembe, S. (2019). The Orphan Industrial Complex: The Charitable Commodification of Children and Its Consequences for Child Protection. In Disadvantaged Childhoods and Humanitarian Intervention. https://doi.org/10.1007/978-3-030-01623-4_2
Cirklová, J. (2020). Reaffirming Identity Through Images. The commodification of Illusions in the Contemporary Presentation of Self. Methaodos Revista de Ciencias Sociales. https://doi.org/10.17502/m.rcs.v8i1.351
D’Cruz, P., Noronha, E., Banday, M. U. L., & Chakraborty, S. (2022). Place Matters: (Dis)embeddedness and Child Labourers’ Experiences of Depersonalized Bullying in Indian Bt Cottonseed Global Production Networks. Journal of Business Ethics. https://doi.org/10.1007/s10551-020-04676-1
Darmawan, C., Silvana, H., Zaenudin, H. N., & Effendi, R. (2019). Pengembangan hubungan interpersonal remaja dalam penggunaan media sosial di Kota Bandung. Jurnal Kajian Komunikasi, 7(2), 159. https://doi.org/10.24198/jkk.v7i2.21163
Durkheim, E. (1982). What is a Social Fact? In The Rules of Sociological Method (pp. 50–59). Macmillan Education UK. https://doi.org/10.1007/978-1-349-16939-9_2
Edge, D. (2011). “It’s leaflet, leaflet, leaflet then, ‘see you later’”: black Caribbean women’s perceptions of perinatal mental health care. The British Journal of General Practice : The Journal of the Royal College of General Practitioners, 61(585), 256–262. https://doi.org/10.3399/bjgp11X567063
Fernando, H. (2019). Representasi Simbolik Meme Korupsi dalam Media Sosial Instagram [Universitas Gadjah Mada]. https://etd.repository.ugm.ac.id/penelitian/detail/182599
Fernando, H., & Larasati, Y. G. (2024). Rekonstruksi Figur Perempuan dalam #metoo di Instagram. Jurnal Komunikasi, 18(2), 151–168. https://journal.uii.ac.id/jurnal-komunikasi/article/view/28200
Fernando, H., Larasati, Y. G., Abdullah, I., Afriadi, D., Marsaban, A., Nurasih, W., & Morin, L. (2023). The Dual Burden of Child Sexual Abuse: Victim Experiences and Law Implementation Gaps. Jurnal Hukum Novelty, 14(2), 154–169. https://doi.org/10.26555/novelty.v14i2.a27059
Fernando, H., Larasati, Y. G., & Cahyani, N. (2023). Being #wanitasalihah: Representations of salihah women on TikTok. IAS Journal of Localities, 1(1), 1–15. https://doi.org/10.62033/iasjol.v1i1.8
Fitriana, F., Ahmad, A., & Fitria, F. (2021). Pengaruh Penggunaan Gadget Terhadap Perilaku Remaja Dalam Keluarga. Psikoislamedia : Jurnal Psikologi, 5(2), 182. https://doi.org/10.22373/psikoislamedia.v5i2.7898
Fleischer, R. (2017). If the Song has No Price, is it Still a Commodity? : Rethinking the Commodification of Digital Music. Culture Unbound, 9(2), 146–162. https://doi.org/10.3384/cu.2000.1525.1792146
Grimes, S. M. (2015). Playing by the market rules: Promotional priorities and commercialization in children’s virtual worlds. Journal of Consumer Culture, 15(1), 110–134. https://doi.org/10.1177/1469540513493209
Harkin, D., Molnar, A., & Vowles, E. (2020). The commodification of mobile phone surveillance: An analysis of the consumer spyware industry. Crime, Media, Culture. https://doi.org/10.1177/1741659018820562
Huntington, C., & Scott, E. (2015). Children’s health in a legal framework. Future of Children. https://doi.org/10.1353/foc.2015.0008
Huws, U. (2019). The Hassle of Housework: Digitalisation and the Commodification of Domestic Labour. Feminist Review. https://doi.org/10.1177/0141778919879725
Izci, B., Jones, I., Özdemir, T. B., Alktebi, L., & Bakir, E. (2019). YouTube & young children: research, concerns and new directions. In Crianças, famílias e tecnologias. Que desafios? Que caminhos? https://repositorio.ipl.pt/handle/10400.21/11658?locale=en
Krzyżanowska, N. (2020). The commodification of motherhood: normalisation of consumerism in mediated discourse on mothering. Social Semiotics. https://doi.org/10.1080/10350330.2020.1762986
Larasati, Y. G. (2024). Rational Choice: Memahami Praktik Aborsi di Kalangan Anak di Bawah Umur [Universitas Gadjah Mada]. https://etd.repository.ugm.ac.id/penelitian/detail/233780
Larasati, Y. G., & Abdullah, I. (2023). Social Pressure : Motif dan Alasan Anak Melakukan Aborsi. Community : Pengawas Dinamika Sosial, 9(2), 153–170. https://doi.org/10.35308/jcpds.v9i2.7719
Larasati, Y. G., & Fernando, H. (2023). Objektifikasi Tubuh Dalam Iklan Rekrutmen Kerja di Instagram: Questioning Women Empowerment. Masyarakat Madani: Jurnal Kajian Islam Dan Pengembangan Masyarakat, 8(2), 85–106. https://ejournal.uin-suska.ac.id/index.php/jmm/article/view/23159
Lee, S. J. (2017). A child’s voice vs. A parent’s control: Resolving a tension between the convention on the rights of the child and U.S. Law. In Columbia Law Review. https://www.columbialawreview.org/content/a-childs-voice-vs-a-parents-control-resolving-a-tension-between-the-convention-on-the-rights-of-the-child-and-u-s-law/
Li, J. (2022). Grounded theory-based model of the influence of digital communication on handicraft intangible cultural heritage. Heritage Science, 10(1), 1–12. https://doi.org/10.1186/s40494-022-00760-z
Linde-Krieger, L. B., Moon, C. M., & Yates, T. M. (2021). The Implications of Self-Definitions of Child Sexual Abuse for Understanding Socioemotional Adaptation in Young Adulthood. Journal of Child Sexual Abuse. https://doi.org/10.1080/10538712.2020.1841352
Makuch, K. E., Zaman, S., & Aczel, M. R. (2019). Tomorrow’s stewards: The case for a unified international framework on the environmental rights of children. Health and Human Rights. https://www.hhrjournal.org/2019/06/tomorrows-stewards-the-case-for-a-unified-international-framework-on-the-environmental-rights-of-children/
Martin III, J. D., & Runyon, C. (2012). Digital Humanities, Digital Hegemony Exploring funding practices and unequal access in the digital humanities. ACM Computers & Society. https://dl.acm.org/doi/10.1145/2908216.2908219
McMullan, J. (2020). A new understanding of ‘New Media’: Online platforms as digital mediums. Convergence: The International Journal of Research into New Media Technologies, 26(2), 287–301. https://doi.org/10.1177/1354856517738159
Munasaroh, S. A. (2021). Budaya komunikasi pada pengguna media sosial facebook di era new media. Al-Ittishol: Jurnal Komunikasi Dan Penyiaran Islam, 2(2), 82–96. https://doi.org/10.51339/ittishol.v2i2.309
Muslikhin, M., Mulyana, D., Hidayat, D. R., & Utari, P. (2021). The commodification, spatialization and structuration of social media in the indonesian cyber media news. Media and Communication. https://doi.org/10.17645/mac.v9i2.3752
Ni’am, L., Koot, S., & Jongerden, J. (2021). Selling captive nature: Lively commodification, elephant encounters, and the production of value in Sumatran ecotourism, Indonesia. Geoforum. https://doi.org/10.1016/j.geoforum.2021.10.018
Norman, A. H., Russell, A. J., & Merli, C. (2016). The Quality and Outcomes Framework: Body commodification in UK general practice. Social Science and Medicine. https://doi.org/10.1016/j.socscimed.2016.10.009
Rauf, N., & Tajibu, K. (2020). Strategi Majalah Universum Dalam Era Revolusi Industri 4.0. Washiyah: Jurnal Kajian Dakwah Dan …, 1(1), 230–247. https://journal.uin-alauddin.ac.id/index.php/washiyah/article/view/13347
Rinehart, N. T. (2016). The man that was a thing: Reconsidering human commodification in Slavery. Journal of Social History. https://doi.org/10.1093/jsh/shv129
Sadya, S., & Bayu, D. (2023). Pengguna Instagram RI Terbesar Keempat di Dunia pada Awal 2023. Data Indonesia.Id. https://dataindonesia.id/digital/detail/pengguna-instagram-ri-terbesar-keempat-di-dunia-pada-awal-2023.
Smessaert, J., Missemer, A., & Levrel, H. (2020). The commodification of nature, a review in social sciences. In Ecological Economics. https://doi.org/10.1016/j.ecolecon.2020.106624
Smith, R., Nadin, S., & Jones, S. (2019). Beyond the dolls house?: Barbie entrepreneur dolls and the commodification, fetishisation and consumption of idealised, gendered entrepreneurial identity. Qualitative Market Research. https://doi.org/10.1108/QMR-01-2017-0035
Stavropoulos, V., Motti-Stefanidi, F., & Griffiths, M. D. (2022). Risks and Opportunities for Youth in the Digital Era. European Psychologist, 27(2), 86–101. https://doi.org/10.1027/1016-9040/a000451
Upadhyaya, V., & Salim, M. (2022). Joint approach based quality assessment scheme for compressed and distorted images. Chaos, Solitons & Fractals, 160, 112278. https://doi.org/10.1016/j.chaos.2022.112278
Waight, E. (2019). Mother, consumer, trader: Gendering the commodification of second-hand economies since the recession. Journal of Consumer Culture. https://doi.org/10.1177/1469540519872069
Widari, T., Aliffiati, & Indra, M. (2023). Fast fashion: Consumptive behavior in fashion industry Generation Z in Yogyakarta. IAS Journal of Localities, 1(2), 104–113. https://doi.org/10.62033/iasjol.v1i2.18
Wolak, J., Finkelhor, D., Walsh, W., & Treitman, L. (2018). Sextortion of Minors: Characteristics and Dynamics. Journal of Adolescent Health. https://doi.org/10.1016/j.jadohealth.2017.08.014
Woods, D. W., & Böhme, R. (2022). The commodification of consent. Computers and Security. https://doi.org/10.1016/j.cose.2022.102605
Young, M., & Markham, F. (2020). Tourism, capital, and the commodification of place. Progress in Human Geography. https://doi.org/10.1177/0309132519826679
Downloads
Submitted
Accepted
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Henky Fernando, Yuniar Galuh Larasati, Julia Magdalena Wuysang, Vincamira Tasha Florika, Cici Rifmayanti, Leanne Morin, Rahmad Ade Akbar
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a 