Conference paper
VLOG CELEBRITIES: COMMODIFICATION AND CONSTRUCTION OF SELF-IDENTITY
Video blog is a web-based journaling of blogging with the multimedia content. Its technology will allow everyone to publish their own channel. There are many people turn into celebrities through video blogs such as Raditya Dika. The growth of new media creates new means for representing, consuming, and producing celebrities. One of them is a video blog. This study aims at finding out how a person can become a celebrity via vlog. This research used discourse approach with the constructivist paradigm. The methods used were content analysis and code analysis. In the end, the appearance of vlog celebrities is certainly supported by the ability of vlogger to build self-identity in accordance with the social, economic, and cultural context. The identity can be maintained by constantly embedding the same codes in every vlog post. Being a celebrity means being a commodity, which means everything in them can be sold, starting from personal life, speech, behavior, to the products used.
Keywords
Video blogs, celebrities, commodification, construction, self-identity