Pemanfaatan Situs Jejaring Sosial untuk Jual-Beli Fanwork dalam Fandom: Studi terhadap Prosumer dalam Fandom di Twitter

Putu Rania Pavita

Abstract


Perkembangan teknologi memunculkan internet yang bersifat lebih partisipatoris, salah satunya dengan kelahiran situs jejaring sosial. Hal ini sejalan dengan realitas dimana khalayak fandom pun mulai menggunakan situs-situs tersebut sebagai platform utama mereka. Dalam praktiknya, para penggemar dalam suatu komunitas fandom mulai menggunakan situs jejaring sosial sebagai tempat dimana mereka bisa memposting konten fanwork dan mengonsumsinya sekaligus melakukan jual-belinya, khususnya di Twitter. Penelitian ini pun bertujuan untuk mendeskripsikan bagaimana para prosumer tersebut mempraktikkan kegiatan jual-beli fanwork di Twitter dengan menggunakan konsep affordance. Pengumpulan data dilakukan dengan wawancara semi-terstruktur pada dua informan yang merupakan prosumer aktif dalam fandom mereka masing-masing dan pernah menjual serta membeli fanwork melalui Twitter setidaknya sekali. Ditemukan bahwa informan memanfaatkan Twitter untuk kegiatan konsumsinya seperti mencari informasi maupun konten terkait fandom dan fanwork untuk dibeli, sekaligus untuk menjalin hubungan yang baik dengan penggemar lainnya di fandom agar mereka dapat saling mempromosikan fanwork berbayar masing-masing, serta berkomunikasi dengan pembeli fanwork mereka. Pada akhirnya penelitian ini pun menunjukkan bagaimana Twitter cukup fleksibel untuk dipergunakan baik untuk kegiatan mengonsumsi sekaligus memproduksi dan mendapatkan uang dari fanwork, meskipun masih belum menyediakan fitur khusus untuk melakukan transaksi seperti Marketplace milik Facebook dan Instagram ataupun terhalang oleh batasan maksimal jumlah kata yang dapat dikicaukan.


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