Commodifying sadness: The role of women as emotional laborers on instagram
DOI:
https://doi.org/10.35719/annisa.v17i2.290This research problem originates from the phenomenon of commodifying sadness on Instagram, where women often act as emotional laborers through comments on sad songs. This raises questions about how emotions are produced, expressed, and utilized in the context of digital culture and music consumption. The aim of this study is to describe and analyze forms of commodified sadness reflected in comments on Instagram posts featuring Indonesian sad songs. This research applies netnography, using online ethnography to examine Indonesian Instagram users’ responses to sad songs. Data were collected from popular posts and comments, then analyzed through thematic analysis. All data were taken from public accounts and anonymized in accordance with ethical research standards. The findings reveal that comments are categorized into three groups positive, negative, and neutral with the majority expressing negative emotions such as regret and emotional outpourings. The analysis also identifies themes of emotional commodification, emotional labor, user engagement, cultural context, gender dynamics, and the impact of Instagram through influencers, algorithms, and digital marketing on music consumption. This study contributes to digital media and popular culture scholarship by demonstrating how Instagram comments on sad songs reflect emotions, gender dynamics, and cultural contexts. The findings broaden understanding of emotional commodification, emotional labor, and the role of social media in shaping music consumption in Indonesia.
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