‘Bad word’ for good engagement: The commodification of ‘the Suroboyoan language’ in Indonesian local television newsroom

Öz

This study explores how Indonesian TV station Jawa Timur TV’s (JTV) commodified the Suroboyoan language in its Pojok Kampung news program as a part of its media convergence strategies and its influence on cultural representation. Known as a dialect in East Java Province, Indonesia, the Suroboyoan tongue has transitioned from oral-informal communication to be a staple-formal language in media, notably through news programs. By taking in-depth interviews and framing analysis, this research investigates how JTV constructs, frames, and represents Suroboyoan cultural identity through the lens of three prominent case studies: the production of Suroboyoan news content on television, online portals, and social media platforms. The study also explores how media convergence strategies influence the cultural representation to align with editorial agendas. JTV leverages the Suroboyoan language to create a unique brand identity, attracting the broader public to gain more revenue. The news content, Pojok Kampung program, is the prime-time program which has become an integral part of media convergence strategy. Pojok Kampung’s content also redistributes in different formats and publishes in the online news portals, Instagram, and TikTok. This strategy aims to boost audience engagement and convert it into revenue, in advertising, clicks of visitors, also the number of digital engagements, with every platform requiring unique content strategies to maximize it. JTV’s approach on Pojok Kampung content to integrating the Suroboyoan language into news products reflect a strategic commodification of local culture, which also indicates that it contributed to reinforcing language stereotypes. The news production in Pojok Kampung portrayed the Suroboyoan language as vulgar and associated with an over-class dialect.

Anahtar Kelimeler

• Commodification
• the Suroboyoan language
• local media
• newsroom
• Indonesia

‘Argo yayın’ yüksek katılım: Endonezya yerel haber merkezinde ‘Suroboyoan dili’nin metalaştırılması

Öz

Bu çalışma, Endonezya televizyon kanalı Jawa Timur TV’nin (JTV) Pojok Kampung haber programında Suroboyoan dilini medya yakınsama stratejilerinin bir parçası olarak nasıl metalaştırdığını ve bunun kültürel temsil üzerindeki etkisi üzerinde durmaktadır. Endonezya’nın Doğu Java Eyaleti’nde bir lehçe olarak kullanılan Suroboyoan dili, sözlü-gayri resmi iletişimden medyada, özellikle de haber programlarında bir temel-resmi dil haline gelmiştir. Bu çalışma, JTV’nin Suroboyoan kültürel kimliğini nasıl inşa ettiğini, çerçevelediğini ve temsil ettiğini derinlemesine görüşmeler ve çerçeveleme analizi yoluyla şu üç önemli vaka çalışması merceğinden incelemektedir: Televizyonda, çevrimiçi portallarda ve sosyal medya platformlarında Suroboyoan dilinde haber içeriği üretimi. Çalışma, aynı zamanda medya yakınsama stratejilerinin kültürel temsili editoryal gündemlerle paralel hale getirmek üzere nasıl şekillendirdiğini de incelemektedir. JTV, Suroboyoan dilinden yararlanarak özgün bir marka kimliği yaratmakta ve daha fazla gelir elde etmek adına daha geniş kitlelerin ilgisini çekmektedir. Bir haber içeriği olan Pojok Kampung programı, medya yakınsama stratejisinin vazgeçilmez bir parçası haline gelmiş bir prime-time programıdır. Pojok Kampung’un içerikleri aynı zamanda farklı formatlarda yeniden dağıtılmakta ve çevrimiçi haber portallarında, Instagram’da ve TikTok’ta da yayınlanmaktadır. Bu strateji, izleyici katılımını artırmayı ve bunu reklam, ziyaretçi tıklamaları ve dijital etkileşim sayısında gelire dönüştürmeyi amaçlamakta ve farklı platformlarda bunu en üst düzeye çıkarmak için özgün içerik stratejileri gerektirmektedir. JTV’nin Pojok Kampung içeriğinde Suroboyoan dilini haber ürünlerine entegre etme yaklaşımı, yerel kültürün stratejik olarak metalaştırılmasını yansıtırken, dil stereotiplerinin pekiştirilmesine de katkıda bulunduğunu göstermektedir. Pojok Kampung’daki haber prodüksiyonu, Suroboyoan dilini kaba ve sınıflar üstü bir lehçeyle ilişkili olarak tasvir etmiştir.

Anahtar Kelimeler

• Metalaştırma
• Suroboyoan dili
• yerel medya
• haber merkezi
• Endonezya

Kaynakça

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