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K-POP IDOL STANDARD DAN PRAKTIK KOMODIFIKASI PEKERJA DALAM VIDEO CLIP “IU-CELEBRITY”

Alfitriah Alfitriah  -  Kalbis Institute, Indonesia
*Muhammad Dicka Ma'arief Alyatalatthaf orcid  -  Kalbis Institute, Indonesia
Open Access Copyright 2023 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

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Abstract
K-pop idols are demanded by agencies and fans based on beauty standards, ideal bodies, how to dress, and self-image. This study aims to describe the forms of K-pop idol standards and the practice of commodifying workers in the video clip “IU – Celebrity.” The Political Economy Theory of Communication from Vincent Mosco is used to see the practice of commodification, using John Fiske's Semiotics analysis method. The results of this study, on: (1) the level of reality, a k-pop idol is required to meet the ideal standards based on the agency as well as fan's wants; (2) representation level, signs at the reality level are transmitted into representational codes such as camera techniques, angles, transitions, video editing, location sets, sound, to special fx; (3) ideological level, it is found that there are capitalistic practices through the commodification of workers towards k-pop idols by the agency in the form of regulating appearance standards, clothing, privacy, and social relations of k-pop idols. This is done by the agency in order to maintain their idol image in accordance with the wishes of fans.
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Keywords: Labor Commodification; IUCelebrity Video Clip; K-Pop; K-Pop Idol Standard; Semiotics

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