KOMODIFIKASI KOMUNITAS INTER CLUB INDONESIA (ICI)

Alayubi, Miftahul (2023) KOMODIFIKASI KOMUNITAS INTER CLUB INDONESIA (ICI). Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research employs a qualitative approach and descriptive method to
understand the phenomenon of commodification within Inter Club Indonesia (ICI)
as the Official FC.Internazionale Supporters Club. The aim of this study is to
analyze how content and audience are commodified in the effort to market products
and promote ICI community activities. The data used in this research consist of
interview transcripts, field notes, and relevant documents. The data are analyzed
through the lens of commodification theory to comprehend the process of
commodifying content and audience within the context of ICI community. The
findings reveal that the ICI community utilizes content generated by its members,
such as watch party posters, tours, and gatherings, as promotional tools to attract
the interest of Inter Milan fans in Indonesia. The event posters of ICI contain
essential information and are effectively marketed through social media platforms
to reach a wider audience. Additionally, the ICI community collaborates with venue
owners and prominent brands to mutually benefit from their partnerships. This
research demonstrates that the commodification of content and audience plays a
crucial role in marketing products and promoting ICI community activities. The
implications of this research underscore the importance of understanding and
applying the concept of commodification in the marketing and promotion strategies
of football club supporter communities. In the context of ICI, the strategies of
commodifying content and audience have proven successful in attracting fan
interest, expanding reach, and fostering profitable collaborations

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