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Fenomena “Virtual Youtuber” Kizuna Ai Di Kalangan Penggemar Budaya Populer Jepang Di Indonesia

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Fenomena “Virtual Youtuber” Kizuna Ai Di Kalangan Penggemar Budaya Populer Jepang Di Indonesia MediaTor, Vol 12 (2), Desember 2019, 128-140 MediaTor, Vol 12 (2), Desember 2019, 128-140 Fenomena “Virtual Youtuber” Kizuna Ai di Kalangan Penggemar Budaya Populer Jepang di Indonesia 1Dwiana Rachmadewi Puspitaningrum, 2Arie Prasetio 1,2Fakultas Komunikasi dan Bisnis, Universitas Telkom, Jl. Telekomunikasi no.01, Sukapura, Bandung E-mail: [email protected], [email protected] Abstrak: Berdasarkan survei dari Defy Media (dalam metrotvnews.com), 85% remaja usia 13- 24 tahun menggunakan YouTube sebagai platform utama untuk menonton video. Hal tersebut menyebabkan profesi YouTuber digemari masyarakat. Di tengah hangatnya profesi YouTuber, muncullah fenomena Virtual YouTuber, yaitu YouTuber yang tampil sebagai avatar hasil animasi 3D. Istilah Virtual YouTuber pertama kali digunakan oleh Kizuna Ai yang kepopulerannya turut menjangkau Indonesia. Berdasarkan pra-penelitian, terhadap 100 orang penggemar budaya populer Jepang di Indonesia, 96 orang di antaranya mengetahui tentang Kizuna Ai, 85 orang pernah menonton vlog-nya, dan 53 orang mengikuti kanal YouTube-nya. Penelitian ini bertujuan untuk mengetahui motif dan makna menonton vlog Kizuna Ai. Penelitian ini menggunakan metode fenomenologi. Meskipun Virtual YouTuber bersifat virtual, namun keberadaannya dapat dirasakan dengan panca indera. Menurut hasil penelitian, terdapat dua jenis motif menonton vlog Kizuna Ai, yaitu motif sebab berupa motif dorongan minat dan motif ingin tahu, serta motif tujuan berupa motif keinginan untuk mendapatkan informasi, motif kebutuhan aktualisasi diri, motif kompetensi, motif keinginan untuk mendapatkan hiburan, dan motif kebutuhan eksistensi diri. Sedangkan makna menonton vlog Kizuna Ai adalah representasi sosok pasangan ideal, pelarian dari masalah, representasi minat terhadap budaya populer Jepang, panutan dalam berinteraksi, dan pentingnya berekspresi dan menyampaikan pendapat. Kata kunci: virtual youtuber, motif, makna, fenomenologi. Abstract: Defy Media’s survey shows that 85% of 13-24 years old teenagers use YouTube as the main platform to watch videos. Hence, YouTuber became a favored profession. Within YouTuber profession trend, Virtual YouTuber phenomenon emerges. Virtual YouTubers are YouTubers who appear as 3D animation avatars. The term was first used by Virtual YouTuber Kizuna Ai whose popularity reaches Indonesia. Based on pre-research, 96 of 100 Indonesian Japanese pop-culture fans know Kizuna Ai, 86 has watched her vlogs, and 53 subscribe her YouTube channel. This research’s goal is to understand motives and meanings in watching Kizuna Ai’s vlogs. this study used Phenomenology method. Even though they are virtual, their presences can be captured by senses. Based on the research’s results, there are two kinds of motive in watching Kizuna Ai’s vlogs: because motives consisting interest motive and curiosity motive, and in-order-to motives consisting desire for information motive, self-actualization needs motive, competency motive, desire for entertainment motive, and self-existence needs motive. Meanwhile, the meanings in watching Kizuna Ai’s vlogs are ideal partner figure representation, escape from problems, interest in Japanese pop-culture representation, role-model for interacting with others, and the importance of being expressive and expressing opinions. Keywords: virtual youtuber, motive, meaning, phenomenology. DOI: https://doi.org/10.29313/mediator.v12i2.4758 128 Dwiana Rachmadewi Puspitaningrum, dkk. Fenomena “Virtual Youtuber” Kizuna Ai di... PENDAHULUAN YouTuber makin bertambah, mulai Saat ini, kebutuhan masyarakat dari kaum selebriti dan orang-orang akan informasi dan hiburan sangat mudah yang memiliki pengaruh di masyarakat dipenuhi. Perkembangan teknologi hingga masyarakat biasa. Mereka informasi yang pesat akan menimbulkan berlomba-lomba dalam menciptakan perubahan cara-cara pengetahuan ciri khas dan konten yang menarik. diproduksi dan disampaikan. Contoh YouTuber pun menjadi sebuah fenomena perubahan tersebut adalah menjamurnya tersendiri karena banyaknya orang yang media sosial. Saat ini, hampir seluruh menggemari profesi tersebut. Dengan masyarakat memiliki akses pada media banyaknya YouTuber, maka komunikasi sosial dan memiliki akun media sosialnya melalui media YouTube pun semakin sendiri. Salah satu jenis media sosial berkembang dan membawa pengaruh yang banyak digunakan untuk mencari dalam berbagai aspek. Karena itu, informasi, pengetahuan, maupun hiburan fenomena YouTuber menjadi salah satu adalah YouTube. fenomena yang banyak diteliti dalam YouTube adalah sebuah situs yang beberapa tahun terakhir, baik dari segi menjadi sarana berbagi media video motif dan makna bagi YouTuber dan di internet dengan menyediakan jasa penontonnya hingga pengaruh YouTuber penyimpanan serta penyiaran video secara dan vlognya bagi audiens. gratis. YouTube didirikan pada tahun 2005 Di tengah hangatnya profesi dan merupakan salah satu dari website sebagai YouTuber, di tahun 2016 muncul yang paling banyak dikunjungi di dunia fenomena yang Virtual YouTuber. Virtual (Calabrese, 2017). Seperti yang dikutip YouTuber adalah YouTuber yang tidak oleh KompasTekno dari TheNextWeb tampil di videonya sebagai manusia pada Maret 2017, YouTube memiliki total sungguhan, melainkan sebagai karakter pengguna di dunia sejumlah 1 miliar. berbentuk avatar hasil animasi 3D. YouTube adalah platform yang disukai Seperti yang dikutip dari kotaku.com, para penyuka video, baik itu penonton, “The Virtual YouTubers are made with maupun pembuat video, dapat menyimpan animation software, with their creators dan berbagi video tanpa dipungut biaya. controlling and voicing 3D models”. Pembuat video di YouTube biasa disebut Istilah Virtual YouTuber pertama dengan istilah YouTuber. kali digunakan oleh Kizuna Ai di kanal Beragamnya konten yang dibuat YouTube-nya yang bernama “A.I Channel” oleh para YouTuber membuat masyarakat, untuk menyebut dirinya sendiri. Kizuna Ai khususnya generasi muda, semakin merupakan Virtual YouTuber asal Jepang menggemari YouTube untuk menonton yang mulai mengunggah kontennya video. Berdasarkan survei dari perusahaan pada November 2016 dan merupakan digital Defy Media (dalam metrotvnews. Virtual YouTuber pertama di dunia (www. com), 85% remaja berusia 13-24 tahun animenewsnetwork.com). Sosok Kizuna menggunakan YouTube sebagai platform Ai digambarkan sebagai karakter gadis utama untuk menonton video. Persentase remaja ala kartun animasi Jepang dan tersebut lebih banyak daripada televisi mengklaim dirinya sebagai Artificial yang hanya dipilih sebanyak 62%. Intelligent yang sangat cerdas dan ingin Salah satu konten video yang umum berteman dengan seluruh manusia di dikonsumsi adalah video blog (vlog), dunia. Meski begitu, sebenarnya sosok yaitu kegiatan membuat jurnal kegiatan Kizuna Ai hanyalah avatar 3D yang diisi online berbentuk video. suaranya oleh manusia biasa. Dijelaskan Hal ini menyebabkan jumlah dalam situs resminya, kizunaai.com, 129 MediaTor, Vol 12 (2), Desember 2019, 128-140 Kizuna Ai dibuat dengan menggunakan laporan tersebut, dua kanal YouTube model 3D dari aplikasi Miku-Miku Dance milik Kizuna Ai menduduki peringkat (MMD) yang digabung dengan sistem dua teratas (www.kaorinusantara.or.id). face detection dan motion capture untuk Kepopuleran Kizuna Ai juga membuat ekspresi wajah dan gerakan menjangkau Indonesia, di mana budaya tubuh. Dengan desain karakter yang populer Jepang telah akrab dengan khas karakter kartun animasi Jepang, generasi muda Indonesia. Semenjak Kizuna Ai berhasil menarik perhatian popularitas Kizuna Ai meroket pada tahun para penggemar budaya populer Jepang 2017, banyak penggemar budaya populer di dunia. Jepang di Indonesia yang menonton vlog- Kizuna Ai yang merupakan vlog unggahan Kizuna Ai dan mengikuti pionir dari fenomena Virtual YouTuber kanal YouTube-nya. Popularitas Kizuna berkembang dengan pesat. Berbekal Ai di kalangan penggemar budaya kualitas animasi yang halus, Kizuna Ai populer Jepang di Indonesia memuncak membuat vlog dengan berbagai macam dengan diundangnya Kizuna Ai sebagai tema dan program di dua kanal YouTube- bintang tamu di acara Anime Festival nya, yaitu A.I.Channel dan A.I.Games. Asia Indonesia (AFA ID) di Jakarta Per September 2018, terdapat sekitar pada tanggal 31 Agustus 2018 hingga 2 delapan belas program vlog yang berbeda September 2018. Berdasarkan website di kanal YouTube A.I.Channel, sementara resminya, Anime Festival Asia (AFA) kanal YouTube A.I.Games fokus pada merupakan “Asia’s #1 Japan Pop Culture program gaming saja. Tak heran, hanya Event” yang diadakan di beberapa negara dalam waktu hampir dua tahun, Virtual di Asia seperti Indonesia, Singapura, YouTuber Kizuna Ai telah mendapatkan Thailand, dan Malaysia. Dalam acara AFA lebih dari 2,1 juta pengikut di kanal ID 2018, Kizuna Ai tampil menggunakan YouTube utamanya, yaitu A.I.Channel. video interaktif yang dimainkan seolah- Popularitas Kizuna Ai memuncak saat dia olah pembawa acara tengah berinteraksi ditunjuk menjadi duta dari kampanye baru dengannya. yang dibuat oleh JNTO (Japan National Selain itu, berdasarkan hasil pra- Tourism Organization) cabang New York penelitian yang peneliti lakukan terhadap yang bernama “Come to Japan” pada 100 orang penggemar budaya populer Maret 2018 lalu. Kampanye tersebut Jepang di Indonesia, 96 orang di antaranya dibuat untuk memperbanyak jumlah turis mengaku mengetahui tentang Kizuna Amerika yang datang ke Jepang (www. Ai, 85 orang mengaku pernah menonton akibanation.com). vlog Virtual YouTuber Kizuna Ai, dan 53 Karena popularitas Kizuna Ai yang orang mengaku mengikuti kanal YouTube terus
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