Komodifikasi Budaya dalam Media dan Tantangannya bagi Keberlanjutan Sosial

Azahra Hermayani; Rani Apriliyani; Putri Yandasari; Aura  Nurdhatilah; Eko Purwanto

doi:10.47134/diksima.v2i3.207

Authors

Azahra Hermayani Universitas Muhammadiyah Tangerang
Rani Apriliyani Universitas Muhammadiyah Tangerang
Putri Yandasari Universitas Muhammadiyah Tangerang
Aura Nurdhatilah Universitas Muhammadiyah Tangerang
Eko Purwanto Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/diksima.v2i3.207

Keywords:

Budaya, Identitas, Keberlanjutan, Komodifikasi, Media

Abstract

Penelitian ini mengkaji dampak komodifikasi budaya dalam media terhadap keberlanjutan sosial, dengan menyoroti perubahan nilai dan identitas budaya lokal serta tantangan pelestariannya di tengah dinamika media komersial. Komodifikasi budaya, yakni transformasi elemen budaya menjadi komoditas, telah menjadi strategi utama dalam industri media dan pariwisata. Melalui representasi dalam media massa dan digital, elemen budaya seperti tradisi, simbol, dan praktik lokal diinterpretasikan ulang untuk kepentingan pasar, sering kali mengaburkan makna aslinya. Studi literatur ini menggunakan pendekatan kualitatif dengan metode analisis tematik terhadap berbagai sumber akademik dan laporan penelitian. Hasil analisis menunjukkan bahwa komodifikasi budaya membawa dampak ganda: di satu sisi mendorong pertumbuhan ekonomi, pelestarian budaya melalui visibilitas global, serta memperkuat jejaring sosial; namun di sisi lain, berpotensi mengikis keaslian budaya, memicu homogenisasi identitas lokal, dan memperparah ketimpangan sosial. Media berperan sebagai aktor ambivalen sekaligus melestarikan dan mengancam keragaman budaya tergantung pada cara representasi dibingkai dan kepentingan yang mendasari produksinya. Ketimpangan kekuasaan dalam struktur media turut mempengaruhi narasi budaya yang tersebar, memperlihatkan dominasi kelompok tertentu dalam memproduksi makna. Untuk itu, dibutuhkan kebijakan publik yang partisipatif, kolaboratif, dan sensitif terhadap konteks lokal, yang mampu menyeimbangkan antara manfaat ekonomi dan pelestarian budaya. Kesimpulannya, meskipun komodifikasi budaya tidak dapat dihindari dalam ekonomi global, pendekatan pengelolaan yang bijak dan berkelanjutan sangat penting untuk memastikan nilai-nilai budaya tetap hidup dan relevan dalam masyarakat yang terus berubah.

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