Pengalaman Ibu Rumah Tangga sebagai Content Creator Facebook dalam Membangun Engagement (Studi Fenomenologi pada Komunitas ‘Pejuang Dolar In-Stream’)

Abstract

This thesis is titled The Experience of Housewives as Facebook Content Creators in Building Engagement (A Phenomenological Study of the ‘Pejuang Dolar In-Stream’ Community). This study aims to understand the subjective experiences, identify the motives behind the actions, and examine the meanings given by housewives as Facebook content creators in building engagement. This research uses a qualitative method with a Schutz phenomenological approach and is supported by McCay-Peet and Quan-Haase's Social Media Engagement Model. Data collection techniques were carried out through in-depth interviews and observations of three main informants and one triangulation informant. The results of this study indicate that housewife content creators on Facebook experience an expansion of meaning in viewing their daily routines as part of content production and understand social media as a workspace that generates income. The motives behind their decisions were inspired by other creators, awareness of monetization features, filling spare time, and self-expression. Meanwhile, the purpose motives are related to developing accounts for future opportunities, increasing monetization income, and producing quality and useful content. The meaning given by housewife content creators to their activities is reflected as a means of channeling facilitated hobbies, a form of self-empowerment, a way of valuing time productively, and as a strengthening of identity.