Indonesia
In today’s digital era, the emergence of regional content creators is no longer a novelty. Social media platforms are saturated with posts from individuals who proudly identify themselves as “content creators.” At first, this phenomenon was greeted with optimism. Many appeared to have successfully harnessed technology to cultivate creativity while generating income from their productions. However, behind this veneer of success lies a concerning reality: much of the content being produced leans heavily toward sensational entertainment with minimal educational or social value.
A significant number of regional content creators seem to prioritize virality over substance. Their content often features coarse language, ridicule, and the exploitation of sensitive issues. More troublingly, some have publicized deeply personal and sacred moments such as the death of a parent merely to capture public attention. This pattern reflects a clear shift in orientation: from creativity as a constructive force to content production driven primarily by financial incentives and algorithmic visibility.
As observed by Besley and Chadwick (1992), social media environments frequently generate ethical and moral tensions. The expansive freedom enabled by digital platforms has created unprecedented opportunities for expression and engagement. Yet this same openness has also provided space for ethically questionable behavior. Users can articulate emotions, opinions, and even broadcast live content without sufficient reflection on the broader implications of their actions.
Read also: From Floods to Reconciliation: Rebuilding Unity in Dompu After the 2024 Regional Election
The Background of Regional Content Creators
Regrettably, many regional content creators come from limited educational backgrounds and social environments that are relatively permissive. While they may possess strong creative instincts, the absence of a solid grounding in digital ethics can transform creativity into a disruptive force that erodes societal norms. As Fahrimal (2018) emphasizes, freedom on social media is not without limits. Ethical standards in communication whether offline or online must remain paramount.
The use of respectful language, the avoidance of hate speech, and an awareness of the potential consequences of shared content are fundamental principles that are frequently neglected. Rachman and Jakob (2020) underline the importance of exercising caution when disseminating both textual and visual material. Yet for many creators, controversy has become a calculated strategy to maximize engagement metrics.
Pranowo (2012) further argues that civility in communication requires a conscious effort to safeguard the dignity and feelings of others. Such awareness appears increasingly scarce among certain regional creators, who are more preoccupied with accumulating likes, comments, and shares. From the perspective of Brown and Levinson (1987), the concepts of “positive face” and “negative face” in communication underscore the necessity of preserving mutual respect. In practice, however, some creators appear willing to compromise others’ reputations to advance their own visibility.
It is crucial to recognize that social media is not merely an entertainment tool but a platform with immense potential for education and social empowerment. Johannesen, Valde, and Whedbee (2008) contend that ethical communication in digital spaces requires patience, empathy, and goodwill. Without internalizing these values, the digital sphere risks experiencing an accelerated moral decline.
Read also: A Manifesto for Building Peace: Rethinking Conflict and Resolution in Indonesia
Social media should function as a space for collaboration and constructive exchange rather than as a stage for sensationalism. Ideally, content creators ought to transcend the role of mere entertainers and position themselves as agents of positive transformation capable of contributing meaningful value to their audiences. Achieving this, however, necessitates both awareness and adequate educational grounding.
Data published by We Are Social and Hootsuite (2020) indicate that Indonesia is home to approximately 160 million social media users, the majority within the productive age demographic. This figure highlights the vast potential of digital platforms as instruments of positive societal change. Yet if such potential continues to be squandered in the pursuit of fleeting popularity, the long-term prospects for digital literacy and ethical media culture in Indonesia may become increasingly precarious.
Written by Imam Alfafan Yakub
Cited from:
Besley, A., & Chadwick, R. (1992). Ethical issues in jorunalism and the media. Roudledge.
Brown, P., & Levinson, S. C. (1987). Politeness some universals in language usage. Cambridge University Press.
Fahrimal, Y. (2018). Netiquette: Etika jejaring sosial generasi milenial dalam media sosial. Jurnal Penelitian Pers dan Komunikasi Pembangunan, 22(1), 69–78.
Johannesen, R. L., Valde, K. S., & Whedbee, K. E. (2008). Ethics in human communication. Waveland Press Inc.
Pranowo. (2012). Berbahasa secara santun. Pustaka Pelajar.
Rachman, E., & Jakob, E. (2020). Social media: Friend or foe? Kompas, 7.
