ABSTRAK
Aji Setiawan, NIM:211.211.073. Komodifikasi Disabilitas Pada Konten
Somasi Community Di Channel Youtube Deddy Corbuzier (Analisis Semiotika
Roland Barthes)
Penelitian ini bertujuan untuk mengambarkan praktik komodifikasi
disabilitas dalam konten Somasi Community pada kanal Youtube Deddy Corbuzier,
serta mengungkap makna tanda yang dibangun melalui analisis semiotika Roland
Barthes.
Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan
teknik analisis semiotika. Data diperoleh melalui dokumentasi video episode
khusus Somasi Community serta studi pustaka. Analisis dilakukan dengan
menggunakan tiga tahap makna Barthes, yaitu denotasi, konotasi, dan mitos, yang
kemudian dikaitkan dengan konsep komodifikasi dari David Hesmondhalgh dan
prinsip etika media.
Hasil penelitian menunjukkan bahwa praktik komodifikasi disabilitas
muncul dalam tiga bentuk utama. Pertama, komodifikasi representasi sosial, ketika
identitas difabel direduksi menjadi simbol hiburan. Kedua, komodifikasi emosi dan
narasi, ketika humor dan simpati dijadikan strategi untuk menarik kedekatan
audiens. Ketiga, komodifikasi budaya digital, saat interaksi penonton (views, likes,
komentar, dan share) dikonversi menjadi nilai ekonomi melalui algoritma Youtube.
Analisis semiotika juga mengungkap mitos bahwa “difabel yang bisa ditertawakan
adalah difabel yang diterima,” yang berimplikasi pada normalisasi stigma serta
bertentangan dengan prinsip etika media berbasis non-diskriminasi.
Kata kunci: Komodifikasi, Disabilitas, Youtube, Semiotika Roland Barthes, Etika
Media
vi
ABSTRACT
Aji Setiawan, NIM:211.211.073. Disability Commodification in Somasi
Community Content on Deddy Corbuzier’s Youtube Channel (A Semiotic
Analysis of Roland Barthes)
This study aims to describe the practice of disability commodification in
Somasi Community content on Deddy Corbuzier’s Youtube channel and to uncover
the meanings constructed through signs using Roland Barthes’ semiotic analysis.
The research applies a qualitative descriptive approach with semiotic
analysis as the main method. Data were collected from video documentation of the
Somasi Community special episode and literature studies. The analysis was
conducted through Barthes’ three levels of meaning denotation, connotation, and
myth then linked with David Hesmondhalgh’s concept of commodification and the
principles of media ethics.
The findings reveal that the commodification of disability occurs in three
main forms. First, the commodification of social representation, in which the
identity of persons with disabilities is reduced to symbols of entertainment. Second,
the commodification of emotions and narratives, where humor and sympathy are
employed as strategies to engage audiences. Third, the commodification of digital
culture, where audience interactions (views, likes, comments, and shares) are
converted into economic value through Youtube’s algorithm and monetization
system. The semiotic analysis also uncovers a myth that “disabled individuals who
can be laughed at are the ones who are accepted,” a notion that normalizes stigma
and contradicts the non-discrimination principles of media ethics
Keywords: Commodification, Disability, Youtube, Roland Barthes Semiotics,
Media Ethics.