BUDAYA KERJA KREATOR KONTEN DAN DINAMIKA KERJA DI INDUSTRI MEDIA PLATFORM

Abstrak

Perkembangan industri media digital telah memunculka perubahan signifikan dalam struktur dan budaya kerja di sektor kreatif, terutama dikalangan kreator konten yang beroperasi pada ekosistem platform seperti YouTube, TikTok, dan Instagram. Penelitian ini bertujuan untuk menganalisis budaya kerja kreator konten serta dinamika kerja yang terbentuk di dalam industri media berbasis platform. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan analisis deskriptif, melalui telaah literatur dan observasi fenomenologis terhadap praktik kerja kreator konten. Hasil penelitian menunjukkan bahwa budaya kerja kreator konten ditandai oleh fleksibilitas waktu, ketergantungan terhadap algoritma platform, serta tekanan untuk mempertahankan keterlibatan audiens (audience engagement). Budaya kerja tersebut bersifat entrepreneurial dan individualistik, namun di sisi lain menciptakan ketidakpastian dan ketidakstabilan dalam aspek ekonomi maupun psikologis pekerja kreatif. Temuan ini memperlihatkan bahwa dinamika kerja di industri media platform mencerminkan bentuk baru dari ekonomi perhatian (atteention economy), di mana kreativitas, visibilitas, dan data menjadi komoditas utama. Penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan kajian media digital, ekonomi kreatif, serta wacana mengenai keberlanjutan dan etika di era industri berbasis algoritma.

The development of the digital media industry has given rise to significant changes in the structure and work culture in the creative sector, particularly among content creators operating within platform ecosystems such as YouTube, TikTok, and Instagram. This study aims to analyze the work culture of content creators and the work dynamics that form within the platform-based media industry. The research method used is a qualitative approach with descriptive analysis, through a literature review and phenomenological observation of content creators' work practices. The results show that the work culture of content creators is characterized by flexible time, dependence on platform algorithms, and pressure to maintain audience engagement. This work culture is entrepreneurial and individualistic, but on the other hand, it creates uncertainty and instability in the economic and psychological aspects of creative workers. These findings show that work dynamics in the platform media industry reflect a new form of the attention economy, where creativity, visibility, and data are the primary commodities. This research is expected to contribute to the development of studies on digital media, the creative economy, and discourse on sustainability and ethics in the era of algorithm-based industries.