Track: Case Studies
Abstract
YouTube is a popular new business field in Indonesia. Content creators compete to gain the most popularity and subscribers among others. YouTube is like a new arena in which there is competition and dominance. Every content creator has a habitus and capital that becomes a strategy or means to win the contestation in the arena. This research is examined using a qualitative descriptive approach to explore the habits and modalities used by content creators in the YouTube platform arena. The concept used in this study is a concept developed by Bourdieu about habitus, capital and arena. The unit of analysis of this research is the ten YouTube accounts with the highest number of subscribers in Indonesia