DAFTAR ISI

LEMBAR PENGESAHAN ....................................................................................i

ABSTRAK ............................................................................................................. ii
ABSTRACT...........................................................................................................iv
DAFTAR ISI .........................................................................................................vi
DAFTAR GAMBAR ............................................................................................ix
DAFTAR TABEL ...............................................................................................xix
BAB 1 PENDAHULUAN ...................................................................................... 1
1.1. Latar Belakang ........................................................................................... 1
1.2. Rumusan Masalah .................................................................................... 38
1.3. Tujuan Penelitian...................................................................................... 39
1.4. Manfaat Penelitian.................................................................................... 40
BAB 2 TINJAUAN PUSTAKA DAN KERANGKA TEORI .......................... 41
2.1. Penelitian Terdahulu ................................................................................... 41
2.2. Kerangka Teori ........................................................................................... 48
2.2.1. Accoustic Space, Medium dalam Digital McLuhan ............................ 49
2.2.2 Multiplisitas, Produksi Pengetahuan dan Kehendak Berkuasa ............. 51
2.2.3 Technology is Always Dusruptive of the Status Quo – Daniel Bell
(1975) ............................................................................................................. 56
2.2.4. Cultural Ecology: Kehidupan Sehari Hari Dalam Ekosistem Ruang
Digital ............................................................................................................ 63
2.2.5. YouTubers; Social Media Influencer dalam situs berbasis User-
Generated Content ......................................................................................... 70
BAB 3 METODE PENELITIAN ....................................................................... 76
3.1. Paradigma Penelitian .................................................................................. 76
3.2. Jenis Penelitian ......................................................................................... 79
3.3. Batasan Penelitian ....................................................................................... 81
3.4. Metode Netnografi ...................................................................................... 83
3.5. Teknik Pengumpulan Data.......................................................................... 87
3.6. Tahapan Penelitian...................................................................................... 96
3.6.1. Entrance ............................................................................................... 96

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 3.6.2. Koleksi Data ........................................................................................ 99
3.6.3. Analisa Data....................................................................................... 101
3.7. Teknik Analisis Data ................................................................................ 102
3.7.1. Analytical Coding-Based Method ..................................................... 105
3.7.2. Virtual Social Network Analysis ....................................................... 109
3.8. Lokasi Penelitian ...................................................................................... 111
3.9. Ethical Clearance ..................................................................................... 112
BAB 4 YOUTUBE SEBAGAI RUANG DIGITAL ........................................ 114
4.1. Revolusi Digital Melalui Kehadiran Web 2.0 .......................................... 114
4.2. Tinjauan Historis YouTube ...................................................................... 124
4.3. Fitur dan Keunggulan ............................................................................... 139
4.4. Karakteristik Ruang Digital YouTube ...................................................... 166
4.5. Klasterisasi Konten YouTube ................................................................... 170
BAB 5 KREATOR KONTEN........................................................................... 181
5.1. YouTube Sebagai Ruang Presentasi ......................................................... 181
5.2. User-Generated Content dan Kebebasan Kreatif Konten Kreator ............ 201
5.3. Industri Kreatif dan Kapitalisasi Monetisasi ............................................ 210
5.4. YouTube Sebagai Fostering Community.................................................. 231
5.5. Kreativitas Dalam Technocapitalism; Eksploitasi dan Pemberdayaan..... 247
BAB 6 RUANG DEMOKRATISASI PENGETAHUAN ............................... 254
6.1. Demokrasitasi Digital Melalui Distribusi Konten .................................... 254
6.2. Distribusi Pengetahuan Melalui Fitur-Fitur Multimodal .......................... 262
6.3. Peran SEO dan Algoritma ........................................................................ 284
6.4. Diferensiasi Pengetahuan di Era Digital ................................................... 305
6.5. Anomali-Anomali di Ruang Digital YouTube ......................................... 327
BAB 7 RENAISSANCE BARU DALAM EKOLOGI DIGITAL ................. 340
7.1. Kultur Ekologi Digital (The Culture of Digital Ecology)......................... 340
7.1.1. Masyarakat Jaringan .......................................................................... 340
7.1.2. (Tidak Hanya) Distribusi Konten dalam Platform Digital................. 345
7.1.3 Digital Ekologi.................................................................................... 359
7.2. Medialitas; Dinamika Dunia Sosial di Ruang (Media) Digital................. 364
7.2.1. Ruang Digital Sebagai Cermin Dari Ruang Sosial ............................ 365

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 7.2.2. Ruang Digital Sebagai Medialitas ..................................................... 369
7.3. Ruang Digital Sebagai Pasar Kontestasi Pengetahuan ............................. 372
7.3.1. Statistik Adalah Keutamaan - Ruang Yang Serba Terukur ............... 372
7.3.2. Pasar Kontestasi Pengetahuan ........................................................... 377
7.4. Digital Renaissance; Terbentuknya Masyarakat Ecosistemik .................. 389
7.4.1. Masyarakat Ecosistemik .................................................................... 391
7.4.2. YouTube Sebagai Ekosistem di Ruang Digital ................................. 396
BAB 8 KONSTRUKSI TEMUAN KONSEP DAN TEORI ........................... 404
8.1. Tinjauan Filosofis Ilmu Sosial .................................................................. 404
8.2. Posisi Teori dalam Ilmu Sosial ................................................................. 411
8.3. Pembentukan Hipotesis ............................................................................ 414
8.4. Analogi Bejana Berhubungan (Communicating Vessels), Sebuah
Pendekatan Konseptual .................................................................................... 418
BAB 9 PENUTUP .............................................................................................. 437
9.1. Simpulan ................................................................................................... 438
9.2. Implikasi Teoritis ...................................................................................... 444
9.3. Implikasi Praktis ....................................................................................... 452
9.4. Keterbatasan Penelitian............................................................................. 453
9.5. Saran ......................................................................................................... 453
Daftar Pustaka ................................................................................................... 455
Daftar Istilah ...................................................................................................... 469

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