HIBRIDITAS NEW MEDIA KOMUNIKASI DAN HOMOGENISASI BUDAYA
Abstract
ABSTRAK
Artikel ini mengulas tentang hibriditas komunikasi media baru dan homegenisasi budaya sebagai
dampak dari globalisasi. Penulis memandang bahwa peleburan dimensi ruang dan waktu pada
sebagian entitas pada era globalisasi mendorong lahirnya standar yang diakui secara paradigmatik
dalam pergaulan internasional. Konsekuensi dari konsensus tersebut adalah komodifikasi mempunyai
kemampuan dilakukan pada semua pasar, baik pasar barang maupun jasa. Penikmat media merupakan
salah satu entitas yang menjadi target untuk penempatan produk-produk tersebut. Proksimitas
baik budaya, ideologi dan afiliasi menjadi tema yang diusung dan ditawarkan oleh pasar global.
Untuk menjadi bagian dari kampung global (global village) maka segenap penonton diminta untuk
berpartisipasi menjadi konsumen media dengan mengikuti setting agenda media. Hibriditas atau
pelenturan akan sekat-sekat dalam dimensi ruang, budaya dengan asumsi semacam ambivalensi dan
mimikri tidak dapat dihindari lagi. Lahirnya budaya baru yang relative homogen pun menjadi salah
satu konsekuensi.
Kata kunci: globalisasi, hibriditas, homogenisasi.
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DOI: https://doi.org/10.21107/ilkom.v10i2.2516
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