Commodification of Women's Empowerment (Instagram Community X Case Study)
DOI:
https://doi.org/10.38035/dijemss.v7i3.5957Keywords:
Women’s Empowerment, Commodification, Instagram, Online CommunitiesAbstract
This research examines how Community X, a digital network on Instagram, commodifies the issue of women’s empowerment. Adopting a qualitative descriptive approach and drawing on Vincent Mosco’s commodification theory, the study analyzes how empowerment narratives are packaged as paid training, volunteer programs, and promotional activities based on digital content. The narrative of multitasking mothers is also reproduced in Community X’s content to reinforce gender-biased social expectations, while perpetuating an unequal emotional burden on women. The women’s empowerment ostensibly offered by this digital community does not occur within a neutral space. Rather, it is subordinated to economic interests that capitalize on women’s identities as sources of both symbolic and material production. The findings of this study highlight the importance of critically analysing empowerment discourse within the digital ecosystem to avoid participatory biases that obscure the commodification of women and the dynamics of digital labour relations.
References
Afriansyah, et al. (2023). Pemberdayaan Masyarakat. PT Global Eksekutif Teknologi.
Alfitriah, A., & Alyatalatthaf, M. D. M. (2023). k-pop idol standard dan praktik komodifikasi pekerja dalam video clip “iu-celebrity”. Interaksi: Jurnal Ilmu Komunikasi, 12(1), 19-35.
Anggreni, A., et al. (2022) ‘Pemberdayaan Perempuan dan Perwujudan Perempuan Berliterasi Digital Melalui Platform Digital “Perempuan Berkisah”’, Jurnal Pendidikan Luar Sekolah, 6(2), 89–97. https://jurnal.unej.ac.id/index.php/JLC
Banet-Weiser, S. (2018). Empowered: Popular Feminism and Popular Misogyny. Duke University Press.
Barus, R.K.I. (2015). Pemberdayaan perempuan melalui media sosial. Jurnal Simbolika, 1(2), 113-123.
Bungin, B. (2022). Penelitian Kualitatif: Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial Lainnya (Third Edition). KENCANA.
Chamberlain, P. (2017). The Feminist Fourth Wave: Affective Temporality. Palgrave Macmillan.
Creswell, J.W. (2014). Research Design” Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). California: SAGE Publication, Inc.
Fuchs, C. (2014). Digital Labour and Karl Marx (1st ed.). Routledge. https://remote-lib.ui.ac.id:2075/10.4324/9781315880075
Giri, A. M. (2019). Komodifikasi Budaya Populer Korean Pop Music “Music Makes One”. Dan Dokumentasi Kontemporer.
Giuliano, P. (2014). The Role of Women in Society: from Preindustrial to Modern Times. CESifo Economic Studies, 1-20.
Gupta, K., & Yesudian, P.P. (2006). Evidence of women’s empowerment in India: a study of socio-spatial disparities. GeoJournal 65, 365–380. https://doi.org/10.1007/s10708-006-7556-z
Hekman, S. J. (1990). Gender and Knowledge: Elements of a Postmodern Feminism. Cambridge: Polity Press.
Juditha, C. (2015). Gender dan Seksualitas dalam Konstruksi Media Massa, JURNAL SIMBOLIKA: Research and Learning in Communication Study, 1(1).
Kabeer, N. (2005). Gender equality and women's empowerment: A critical analysis of the third millennium development goal 1, Gender & Development, 13(1), 13-24. DOI: 10.1080/13552070512331332273
Kamarudin, S. A., et al. (2024). Komodifikasi Media Sosial Dalam Perspektif Teori Jean Baudrillard (Studi Kasus Tiktok Indonesia). Bosowa Journal of Education 5(1). 177-180. DOI:10.35965/bje.v5i1.5462
Kapur, Radhika. (2019). Roles of Women Within The Society: Researchgate. February 2019 from https://www.researchgate.net/publication/331065236_Roles_of_Women_within_the_Society.
Katadata. (2025). Daftar media sosial terpopuler global awal 2025. Databoks. Diakses 27 Maret 2025, dari https://databoks.katadata.co.id/teknologitelekomunikasi/statistik/ 67bbd99d479d3/daftar-media-sosial-terpopuler-global-awal-2025
Lincoln, Y., S., & Guba, E. (1985). Naturalistic Inquiry. California:Sage.
Makarim, dr. Fadhli Rizal (21 Mei 2021). Pentingnya Peran Ibu Dalam Membentuk Karakter Anak. Diakses pada 25 Maret 2025. Diakses dari https://www.halodoc.com/artikel/pentingnya-peran-ibu-dalam-membentuk-karakter-anak?srsltid=AfmBOorbr4KgM-LM1Yt3adIXlWpr7m6dn7WiaF2znxnGA4topRcFe7Uk.
Malau, W. (2014). Pengarusutamaan Gender dalam Program Pembangunan. JUPIIS: Jurnal Pendidikan Ilmu-Ilmu Sosial, 6(2), 125-131.
Manggaga, I. P. (2018). Komodifikasi Konten Televisi dalam Perspektif Ekonomi Politik Media. Jurnal Dakwah Tabligh, 19(2), 257-276.
Mosco, Vincent. (2009). The Political Economy of Communication. London: SAGE Publication Ltd.
Nanang Martono, & Rahma Isnania. (2023). Metode Penelitian Kuantitatif: Survei, Analisis Isi, Analisis Data Sekunder. Rajawali Pers.
Nawawi, I. (2009). Pembangunan dan Problema Masyarakat, Kajian Konsep, Model, Teori dari Aspek Ekonomi dan Sosiologi. ITS Press.
Novianti, D., & Fatonah, S. (2019). Budaya literasi media digital pada ibu-ibu rumah tangga. Jurnal Antropologi: Isu-Isu Sosial Budaya, 21(2), 218–226. https://doi.org/10.25077/jantro.v21.n2.p218-226.2019
Olaniran, S. U. & Perumal, J. (2021). Enacting Community Development Principles in Women Empowerment Projects: a Case Study in Ondo State, Nigeria. Global Social Welfare, 8(2), 151–158.
Papadimitropoulos, E. (2021). Platform Capitalism, Platform Cooperativism, and the Commons. Rethinking Marxism, 33(2), 246–262. https://doi.org/10.1080/08935696.2021.1893108"
Riquelme, H.E., Rios, R., & Al-Thufery, N. (2018), “Instagram: its influence to psychologically empower women”, Information Technology & People, 31(6), 1113-1134. https://doi.org/10.1108/ITP-03-2017-0079
Robert K. Yin. (2018). Case Study Research and Applications Design and Methods (Sixth Edition). SAGE Publications Ltd.
Rohmah, et al. (2024). Konseling Komunitas Melalui Pelatihan Membatik Sebagai Upaya Pemberdayaan dan Peningkatan Kemandirian Perempuan Organisasi Pemberdayaan Kesejahteraan Keluarga. Ghaidan: Jurnal Bimbingan Konseling Islam Dan Kemasyarakatan, 8(2), 206-220. https://doi.org/10.19109/8nf34193
Rousseau, J.-J. (1762, 1979). Emile (A. Bloom, Trans). London: Penguin.
Sachdeva, G., Ganjoo, M. & Borah, T. (2025). Examining the role of Instagram in empowering women entrepreneurs and addressing gender inequality in startup leadership. International Journal of Information Technology (Singapore). 17, 793–810 (2025). https://doi.org/10.1007/s41870-024-02232-y
Santosa, A.B. (2017). Peran media massa dalam mencegah konflik. Jurnal ASPIKOM, 2(3), 199-214.
Soetomo. (2011). Pemberdayaan Masyarakat, Mungkinkah Muncul Antitesisnya. Pustaka Pelajar.
Sudaryono. (2023). Metodologi Penelitian: Kuantitatif, Kualitatif, dan Mix Method (2nd ed.).
Sugiyono, & Puji Lestari. (2024). Metode Penelitian Komunikasi. Alfabeta.
Sumardiono, N. (2022). Komodifikasi Fandom: Studi pada Penggunaan Media Digital Fandom Boyband BTS di Indonesia. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 14(1), 44-68.
Tamuli, P., & Mishra, K. (2022). Media literacy and women empowerment: an evidence from India. Integrated Journal for Research in Arts and Humanities, 2(4), 128–133. https://doi.org/10.55544/ijrah.2.4.70
Ulum, Heni Kholifatul. (21 Desember 2021). Peran Ibu Dalam Keluarga, Organisasi, dan Masyarakat. Diakses pada 24 Maret 2025. Diakses dari https://www.djkn.kemenkeu.go.id/ kpknl-denpasar/baca-artikel/14520/Peran-Ibu-Dalam-Keluarga-Organisasi-dan-Masyarakat.html.
Umar, N. (1999). Argumen Kesetaraan Gender. Jakarta: Paramadina
Wittel, A. (2013). Counter-commodification: The economy of contribution in the digital commons. Culture and Organization, 19(4), 314-331. https://doi.org/10.1080/14759551.2013. 827422
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Siti Maharani Nabilah, Inas Ulfa Hapsari, Novia Anggi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
