Tipologi gaya penyutradaraan konten otomotif digital di YouTube Indonesia: Studi kasus Denkus, Motomobi, Fuse Box, Garasi Drift
DOI:
https://doi.org/10.30998/jd.v13i2.1134Keywords:
Konten Otomotif, Penyutradaraan Digital, Self-Directed Production, Tipologi, YouTubeAbstract
YouTube merupakan ruang ekosistem budaya partisipatif yang berkembang dan digemari di Indonesia. Salah satu konten yang populer sebagai tontonan di YouTube adalah konten otomotif. Pola produksi mandiri yang diusung YouTube menjadi penting untuk dianalisis untuk memahami bagaimana penyutradaraan dan estetika visual konten otomotif berkembang dalam ekosistem budaya partisipatif. Penelitian ini mengkaji gaya penyutradaraan dan strategi naratif yang dikembangkan kreator konten otomotif di YouTube Indonesia melalui studi kasus komparatif empat kanal: Denkus, Motomobi, Fuse Box, dan Garasi Drift. Penelitian ini menggunakan pendekatan kualitatif eksploratif dengan analisis naratif dan estetika visual terhadap 12 video, mengidentifikasi pola struktur naratif, keputusan visual, dan performativitas kreator dalam praktik self-directed production. Temuan menunjukkan persona kreator menjadi faktor penentu gaya penyutradaraan, sementara estetika visual beradaptasi dengan orientasi konten. Penelitian menghasilkan empat tipologi: (1) Conversational-Reflective Style yang menekankan intimasi dialog dengan visual minimalis; (2) Performative-Authoritative Style menggabungkan hiburan teatrikal dengan review teknis; (3) Informational-Reportage Style berbasis voice-over anonim dengan struktur listicle; dan (4) Cinematic-Experiential Style mengembangkan documentary filmmaking berbasis aksi. Penelitian ini berkontribusi pada pemahaman self-directed production sebagai bentuk baru penyutradaraan digital di luar industri film konvensional.
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