Changing Nature of Capitalism in the Era of Globalization through YouTube: A Perspective of Consumerism
DOI:
https://doi.org/10.15575/jpkp.v3i2.40930Abstract
The contemporary concept of globalization emerged during the 1980s under the influence of leaders like Ronald Reagan and Margaret Thatcher, who promoted privatization as a pathway to globalization. This idea gained widespread popularity in the 1990s. Postmodern scholars such as Paul-Michel Foucault, Jean Baudrillard, Arjun Appadurai, and Douglas Kellner argue that globalization is a top-down process legitimizing capitalist logic, where technology plays a pivotal role in fostering "techno-capitalism." In the 21st century, digital media platforms have become instrumental in generating surplus value for capitalism through various mechanisms. YouTube, as a prominent video-sharing platform launched in 2005, has played a significant role in this process. This research critically examines the role of YouTube in promoting consumerism as a tool of capitalism, exploring its impact on modern digital economies and cultural consumption patterns.References
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