YOUTUBE CHANNEL ENDORSEMENT : DISRUPSI TEKNOLOGI INFORMASI TERHADAP INDUSTRI PERIKLANAN PADA ERA WEB 2.0

Abstract

Offering products or services through advertisements has been carried out by mankind since 3000 BC. Advertising is one of the ways that product owners can use to introduce products to consumers. The Internet presence in the 1980s provide product owners an alternative to advertise using relatively new media, even though Internet advertising had only developed in the 1990s. This study is qualitative research with a case study approach. This research provides an overview of the advertising process and changes in patterns of interaction between the advertising industry players that take place on the YouTube platform. This study refers to the Media Ecology theory which is famous for the phrase the medium is the message, which means that the medium used to convey the message also affects society, not only because of the message carried by the media, but also by the characteristics of the medium itself (McLuhan in Griffin, 322: 2012). The internet is a medium to convey messages, but the Internet as a medium does not only act as a messenger, but its presence also has an impact on the Internet users themselves, with the Internet the way humans communicate and access information are very different than before its presents. In addition to Media Ecology, this study also refers to Disruption Innovation theory, as stated by Christensen, that Disruptive innovation occurs when a product is created to meet the needs of two types of markets where both markets are ignored by the industry incumbent. The two types of markets that Christensen intended were low-end footholds and new-market footholds (Christensen, 2015). YouTube initially attended the new-market footholds, where it did not deal directly with TV stations as competitors, even though it had the same type of content, namely audio visual. The research findings illustrate how YouTube channel endorsement as part of information technology bring changes in interaction patterns and production processes carried out by advertising industry players. The advertising campaign carried out on the YouTube platform using YouTube channel endorsement also gave rise to new players in the advertising industry who had not previously appeared in the conventional advertising industry. The new player is the Multi Channel Network / MCN, which acts as the manager of the YouTubers both in managing content or when dealing with advertiser clients