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"[ABSTRAKPenelitian ini membongkar komodifikasi dalam proses produksi komik diIndonesia dengan menggunakan Ockto Baringbing—pemenang InternationalManga Award 2013, sebagai studi kasus tunggal. Peneliti menelusuri pembuatankomik-komik Ockto pada tiga penerbit yang mewakili struktur industri penerbitankomik di Indonesia. Hasil penelitian ini menunjukkan penerbit melakukankomodifikasi yang mengacu pada selera, perilaku konsumsi dan gaya hidupmasyarakat modern. Komik dijadikan waralaba transmedia, direproduksi dalamberbagai format media dan bebagai bentuk cinderamata. Penerbit juga merancanginteraksi semu dengan fan lewat komunitas fandom komik di media sosialmaupun dunia nyata untuk menjaga loyalitas pembaca. Persaingan antar penerbithanya melanggengkan ideologi kapitalisme.

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ABSTRACTThis study exposes commodification in the production process of Indonesiacomics by using Ockto Baringbing— Winner of the 2013 International MangaAward, as a single case study. Researcher explores the making of Ockto’s workson three publisher which respresent the structure of comic publishing industry inIndonesia. Results of this study indicate that publishers do commodificationaccording to taste, consumption behavior and lifestyle of modern society. Comicsbeing used as transmedia franchises, reproduced in a variety of media formatsand in the various forms of merchandise. Artificial interaction with fancommunity designed to keep the loyality via social media and real world.Competition among publishers only perpetuates the ideology of capitalism, This study exposes commodification in the production process of Indonesiacomics by using Ockto Baringbing— Winner of the 2013 International MangaAward, as a single case study. Researcher explores the making of Ockto’s workson three publisher which respresent the structure of comic publishing industry inIndonesia. Results of this study indicate that publishers do commodificationaccording to taste, consumption behavior and lifestyle of modern society. Comicsbeing used as transmedia franchises, reproduced in a variety of media formatsand in the various forms of merchandise. Artificial interaction with fancommunity designed to keep the loyality via social media and real world.Competition among publishers only perpetuates the ideology of capitalism]"