Hermawan, David (2026) Studi Etnografi Virtual Budaya dan Perilaku Komunitas Cibaliung dalam Memanfaatkan Facebook Pro sebagai Ruang Ekspresi dan Sumber Ekonomi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of digital technology has transformed the way people communicate, interact, and utilize social media in their daily lives. The emergence of Facebook Pro has expanded the platform's functions by providing users with opportunities to express themselves while generating economic benefits through content monetization. This study aims to examine the culture and behavior of members of the Cibaliung Community in utilizing Facebook Pro as a space for self-expression and a source of economic opportunities. The research is based on Henry Jenkins' Participatory Culture Theory, the concept of Digital Empowerment, and Christine Hine's Virtual Ethnography approach to analyze how community members act as content producers, construct digital identities, develop social interactions, and utilize digital technology as a means of empowerment. This study employed a qualitative method using a virtual ethnography approach. Data were collected through participant observation and digital documentation of posts, comments, photographs, and various forms of interaction within the Cibaliung Community Facebook group. The data were analyzed using Miles and Huberman's interactive analysis model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that Facebook Pro has evolved beyond its function as a communication platform into a digital social space that integrates self-expression, social interaction, information exchange, and economic activities. Community members use Facebook Pro to share their daily experiences, preserve their local cultural identity, strengthen social relationships, and generate income through content monetization, community-based product promotion, and the utilization of digital networks. Furthermore, the comment section has developed into a collective discussion space that reflects a strong participatory culture among community members. This study concludes that Facebook Pro functions as a digital ecosystem that strengthens collective identity, social solidarity, and economic empowerment opportunities for rural communities. Keywords: Facebook Pro, Cibaliung Community, Virtual Ethnography
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HM Sociology H Social Sciences > HT Communities. Classes. Races |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Mr DAVID HERMAWAN | ||||||||
| Date Deposited: | 24 Jul 2026 03:17 | ||||||||
| Last Modified: | 24 Jul 2026 07:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58053 |
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