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All Journal WIDYAKALA JOURNAL Wikrama Parahita : Jurnal Pengabdian Masyarakat Communicare : Journal of Communication Studies Jurnal InterAct
Suci Marini Novianty
Universitas Pembangunan Jaya
Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Communicare : Journal of Communication Studies

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Children Exploitation in Disruptive Technology Era: Child Endorsers in Indonesia Suci Marini Novianty; Emma Rachmawati
Communicare : Journal of Communication Studies Vol. 6 No. 2 (2019): Communicare : Journal of Communication Studies
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian kepada Masyarakat (LP3M) Institut Bisnis dan Komunikasi LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101006220194

Abstract

It is impossible to ignore the fact that social media as powerful marketing too in this disruptive era. The user, transform and claim themselves as a content creator, such as endorser and social media influencer. Meanwhile, children are also included in this social media endorser phenomenon. Children are juvenile and not capable of making decisions for themselves. This study aims to map how child exploitation in social media platforms, such as Instagram and YouTube, are conducted. Using the case study method, we observe various child influencer accounts. Based on the research, we found that there are several parties related to child exploitation in social media. Social-media platforms, advertisers, state agencies, followers or subscribers, parents, and children are the parties related to the case. Social-media platforms, verifying the underage accounts. Advertisers are those who choose the children endorser; State agencies as the lawmaker who let this kind of case slip without any further action; Follower or Subscriber who support the contents; Parents who play their power role to use their children; and children as the labor. These findings lead to conclude; children are regarded as workers who generate profit from investments made by their parents.
Co-Authors Emma Rachmawati Fathiya Nur Rahmi Isti Purwi Tyas Utami Jihad Muamar Sri Wijayanti