Why We Should See YouTube From Digital Ecology Perspective

Romdhi Fatkhur Rozi, Rachmah Ida, Budi Irawanto


This study is a critical perspective in exploring changes in social, cultural and political forms related to the development of contemporary communication technology. The main theme of this research is YouTube's digital space with the topic of utilizing the main features of geo-tagging, hashtags and live streaming. Researchers observed three content creators in utilizing the features of the digital platform to carry out social interactions and actions. The purpose of this study is to explain that the character of the users and the current use of digital platforms is a representation of the interaction and socio-cultural situation of contemporary society as a part of the digital ecosystem. This research is qualitative in nature with specific observations on micro phenomena, so the results are not generalizations, but in the form of data findings to support the hypothesis, namely the importance of a critical perspective of digital ecology to explain contemporary digital ecosystem phenomena. This article is supported by comparative descriptions and descriptions of the development of several theoretical models as well as social-technological changes that have occurred before. This research contributes to providing an important perspective that media and technology studies must move from discussions about human and technology interactions, to discussions about human interactions in technology. As a study of ongoing phenomena, the researcher places this research by opening up to the potential for the latest changes that can occur along with technological developments.


YouTube; Digital Ecology; Digital Culture; Ecosystemic Society

Full Text:



Acerbi, A. (2016). A cultural evolution approach to digital media. Frontiers in Human Neuroscience, 10(DEC2016). https://doi.org/10.3389/fnhum.2016.00636

Antoniadis, P. (2018). The organic internet: Building communications networks from the grassroots. In Co-Designing Economies in Transition: Radical Approaches in Dialogue with Contemplative Social Sciences (pp. 235–272). Springer International Publishing. https://doi.org/10.1007/978-3-319-66592-4_13

Asare Vitenu-Sackey, P. (2020). The Impact of Social Media on Economic Growth: Empirical Evidence of Facebook, YouTube, Twitter and Pinterest. International Journal of Business, Economics and Management, 7(4), 222–238. https://doi.org/10.18488/journal.62.2020.74.222.238

Barichello, E. M. da R., & Carvalho, L. M. (2013). Understanding the Digital Social Media From McLuhan’s Idea of Medium-Ambience. Matrizes, 7(1), 235. https://doi.org/10.11606/issn.1982-8160.v7i1p235-246

Bennett, T. (2006). Distinction on the box: Cultural capital and the social space of broadcasting. Cultural Trends, 15(2–3), 193–212. https://doi.org/10.1080/09548960600713080

Bettega, M., Masu, R., & Teli, M. (2021). It’s like a GPS community tool: Tactics to foster Digital Commons through Artifact Ecology. DIS 2021 - Proceedings of the 2021 ACM Designing Interactive Systems Conference: Nowhere and Everywhere, 1710–1725. https://doi.org/10.1145/3461778.3462034

Burgess, J., & Green, J. (2009). YouTube - Online Video and Participatory Culture. In Polity Press. Polity Press.

Caillois, R. (2001). Man, Play and Games (M. Barash, Ed.; French Translation). University of Illinois Press.

Creeber, G., & Martin, R. (2008). Digital Culture: Understanding New Media (G. Creeber & R. Martin, Eds.). Mc Graw Hill Open University Press. https://books.google.co.id/books?id=sOlEBgAAQBAJ

de Souza E Silva, A. (2006). From Cyber to Hybrid: Mobile Technologies as Interfaces of Hybrid Spaces. Space and Culture, 9(3), 261–278. https://doi.org/10.1177/1206331206289022

Derks, R. (2012). On the Institutionalization of YouTube and the Status of the Broadcast Yourselff Potential - Evaluating YouTube’s potential for user empowerment in the light of its institutionalization [Thesis]. Tilburg University.

Doherty, K., & Doherty, G. (2019). Engagement in HCI: Conception, theory and measurement. ACM Computing Surveys, 51(5). https://doi.org/10.1145/3234149

Edlira Gjoni. (2017). From Passive Viewers to Content Generators: Audience Role on TV Programs and Online Media. Journalism and Mass Communication, 7(2). https://doi.org/10.17265/2160-6579/2017.02.001

Findlay-White, E., & Logan, R. K. (2016). Acoustic space, marshall mcluhan and links to medieval philosophers and beyond: Center everywhere and margin nowhere. Philosophies, 1(2), 162–169. https://doi.org/10.3390/philosophies1020162

Gibson, J. J. (James J. (2015). The ecological approach to visual perception (Classic Edition). Taylor & Francis Group.

Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. https://doi.org/10.1016/j.bushor.2011.01.007

Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting and Electronic Media, 53(2), 317–335. https://doi.org/10.1080/08838150902908270

Hepp, A., Hjarvard, S., & Lundby, K. (2015). Mediatization: theorizing the interplay between media, culture and society. Media, Culture and Society, 37(2), 314–324. https://doi.org/10.1177/0163443715573835

Hills, M. (2009). Participatory Culture; Mobility, Interactivity and Identity. In G. C. and R. Martin (Ed.), Digital Cultures - Understanding New Media (First Edit, pp. 107–121). Mc Graw Hill Open University Press.

Hjetland, G. J., Finserås, T. R., Sivertsen, B., Colman, I., Hella, R. T., & Skogen, J. C. (2022). Focus on Self-Presentation on Social Media across Sociodemographic Variables, Lifestyles, and Personalities: A Cross-Sectional Study. International Journal of Environmental Research and Public Health, 19(17). https://doi.org/10.3390/ijerph191711133

Holland, M. (2017). How YouTube Developed into a Successful Platform for User-Generated Content. Young & Creative - Digital Technologies Empowering Children in Everyday Life, 7(1), 52–69. https://doi.org/10.1016/j.virusres.2006.01.022

Huizinga, J. (1949). Homo Ludens; A Study of The Play-Element in Culture (German Translation). Routledge and Kegan Paul.

Jung, H., Stolterman, E., Ryan, W., Thompson, T., & Siegel, M. (2008). Toward a Framework for Ecologies of Artifacts: How Are Digital Artifacts Interconnected within a Personal Life? Proceedings of the 5th Nordic Conference on Human-Computer Interaction, 201–210. https://doi.org/10.1145/1463160.1463182

Kaur‐Gill, S., & Dutta, M. J. (2017). Digital Ethnography. In The International Encyclopedia of Communication Research Methods (pp. 1–10). John Wiley and Sons. https://doi.org/10.1002/9781118901731.iecrm0271

Krotz, F. (2014). From a Social Worlds Perspective to the Analysis of Mediatized Worlds. In Leif Kramp, R. Kilborn, E. Sundin, T. Olsson, R. Kunelius, H. Nieminen, I. T. Trivundža, A. Hepp, & N. Carpentier (Eds.), Media practice and everyday agency in Europe (pp. 69–82). Lumiere.

Laucuka, A. (2018). Communicative Functions of Hashtags. Economics and Culture, 15(1), 56–62. https://doi.org/10.2478/jec-2018-0006

Livingstone, S. (2009). On the Mediation of Everything. Journal of Communication, 59(1), 1–18. https://doi.org/10.1111/j.1460-2466.2008.01401.x

Lyle, P., Korsgaard, H., & Bødker, S. (2020, October 25). What’s in an Ecology? A Review of Artifact, Communicative, Device and Information Ecologies. ACM International Conference Proceeding Series. https://doi.org/10.1145/3419249.3420185

Meyrowitz, J. (1997). Understanding of Media. Culture, 11(3–4), 44–52.

Olsson, R. (2019). YouTubers; An anthropological exploration of YouTube content creators [Thesis]. Lund University.

Rachmat, I., & Jemat, A. (2017). The use of social media Youtube as audio-visual record document management: Exploratory study of application the guidelines behavior broadcasting, standard of broadcast programs (P3 and SPS) ANTV on Pesbukers television program. Record and Library Journal, 3(1), 38–49. https://doi.org/10.20473/rlj.V3-I1.2017.38-49

Raptis, D., Kjeldskov, J., Skov, M. B., & Paay, J. (2014). What is a digital ecology? Theoretical foundations and a unified definition. Australian Journal of Intelligent Information Processing Systems, 13(4). https://www.researchgate.net/publication/322682267

Richardson, L. (2021). Coordinating office space: Digital technologies and the platformization of work. Environment and Planning D: Society and Space, 39(2), 347–365. https://doi.org/10.1177/0263775820959677

Rodríguez-Ferrándiz, R., Kiko, V. T.-V., & Contreras, M. (2016). The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment. International Journal of Communication, 10, 1991–2013. http://ijoc.org.

Rozi, R. F. (2015). Distribusi Konten Tayangan Televisi Swasta Lokal di Kota Jember Melalui Media Online. Literasi, 5(2), 208–215. https://jurnal.unej.ac.id/index.php/LIT/article/view/6101

Ruotsalainen, J., & Heinonen, S. (2015). Media ecology and the future ecosystemic society. European Journal of Futures Research, 3(1). https://doi.org/10.1007/s40309-015-0068-7

Saker, M., & Evans, L. (2016). Everyday Life and Locative Play: An Exploration of Foursquare and Playful Engagements With Space and Place. Media, Culture and Society, 38(8), 1169–1183. https://doi.org/10.1177/0163443716643149

Taffel, S. (2019). Digital Media Ecologies; Entanglements Of Content, Code And Hardware. Bloomsbury Academic.

Tapsell, R. (2015). Platform Convergence in Indonesia: Challenges and Opportunities For Media Freedom. Convergence, 21(2), 182–197. https://doi.org/10.1177/1354856514531527

Turkle, S. (1997). Multiple Subjectivity and Virtual Community at the End of Freudian Century. Sociological Inquiry, 67(1), 72–84. https://doi.org/10.1111/j.1475-682X.1997.tb00430.x

Turnbull, J., Searle, A., Hartman Davies, O., Dodsworth, J., Chasseray-Peraldi, P., von Essen, E., & Anderson-Elliott, H. (2022). Digital ecologies: Materialities, encounters, governance. Progress in Environmental Geography, 275396872211456. https://doi.org/10.1177/27539687221145698

van Dijk, J. A. G. M. (2006). The Network Society - Social Aspect of New Media. In Sage Publications (Second Ed). Sage Publications Ltd.

Webster, F. (2006). Theories of the Information Society (Third Edition). Routledge.

Weibel, D., di Francesco, R., Kopf, R., Fahrni, S., Brunner, A., Kronenberg, P., Lobmaier, J. S., Reber, T. P., Mast, F. W., & Wissmath, B. (2019). TV vs. YouTube: TV advertisements capture more visual attention, create more positive emotions and have a stronger impact on implicit long-term memory. Frontiers in Psychology, 10(MAR). https://doi.org/10.3389/fpsyg.2019.00626

Wikstrom, P. (2014). #srynotfunny: Communicative Functions of Hashtags on Twitter. SKY Journal of Linguistics, 27, 127–152.

Zappavigna, Michele. (2012). The Discourse of Twitter and Social Media. Continuum International Pub. Group.

DOI: https://doi.org/10.31315/jik.v22i1.9113


  • There are currently no refbacks.

Copyright (c) 2024 Jurnal Ilmu Komunikasi

 Jurnal Ilmu Komunikasi indexed by:


Copyright of Jurnal Ilmu Komunikasi ISSN 1693-3028 (print), ISSN 2407-8220 (online)


Kampus II UPN "Veteran" Yogyakarta, Jl. Babarsari 2, Tambakbayan, Yogyakarta 55281
Phone: (0274)485268

Fax: (0274)487147

Email: jik@upnyk.ac.id 

Analytics View My Stats