Neoliberalisme dalam Platform Streaming: Analisis Wacana Kritis terhadap Serial Asli

Sahrul Kurniawan; Muhamad Wildan; Rafi Rivaldi Akbar; Dicky Prasetyo; Eko Purwanto

doi:10.47134/converse.v2i1.4533

Authors

Sahrul Kurniawan Universitas Muhammadiyah Tangerang
Muhamad Wildan Universitas Muhammadiyah Tangerang
Rafi Rivaldi Akbar Universitas Muhammadiyah Tangerang
Dicky Prasetyo Universitas Muhammadiyah Tangerang
Eko Purwanto Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/converse.v2i1.4533

Keywords:

Neoliberalisme, Platform Streaming, Analisis Wacana Kritis, Serial Asli, Kapitalisme Digital

Abstract

Penelitian ini bertujuan untuk mengkaji bagaimana ideologi neoliberalisme direpresentasikan melalui serial asli (original series) yang diproduksi oleh platform streaming seperti Netflix, Disney+, dan Amazon Prime Video. Dengan menggunakan pendekatan Analisis Wacana Kritis (AWK) model Norman Fairclough, penelitian ini menelaah struktur naratif, representasi karakter, dan dinamika produksi dalam beberapa serial populer. Hasil penelitian menunjukkan bahwa serial-serial ini tidak hanya menjadi produk hiburan, tetapi juga merefleksikan dan memperkuat nilai-nilai neoliberal seperti individualisme, kompetisi, meritokrasi, dan komodifikasi budaya. Dengan demikian, platform streaming berfungsi sebagai alat reproduksi ideologi dominan di era kapitalisme digital.

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