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BAB I PENDAHULUAN 1.1 Latar Belakang Saat Ini, Kebutuhan BAB I PENDAHULUAN 1.1 Latar Belakang Saat ini, kebutuhan masyarakat akan informasi dan hiburan sangat mudah untuk dipenuhi. Perkembangan teknologi informasi yang pesat akan menimbulkan perubahan cara-cara pengetahuan diproduksi dan disampaikan. Contoh perubahan tersebut adalah menjamurnya media sosial. Saat ini, hampir seluruh masyarakat memiliki akses pada media sosial dan memiliki akun media sosialnya sendiri. Salah satu jenis media sosial yang banyak digunakan untuk mencari informasi, pengetahuan, maupun hiburan adalah YouTube. YouTube adalah sebuah situs yang menjadi sarana berbagi media video di internet dengan menyediakan jasa penyimpanan serta penyiaran video secara gratis. YouTube didirikan pada tahun 2005 dan merupakan salah satu dari website yang paling banyak dikunjungi di dunia (Calabrese, 2017:1). Seperti yang dikutip oleh KompasTekno dari TheNextWeb pada Maret 2017, YouTube memiliki total pengguna di dunia sejumlah 1 miliar. YouTube memungkinkan para penyuka video, baik itu penonton, kolektor, maupun pembuat video, untuk menyimpan dan berbagi video tanpa dipungut biaya (Sopyan, 2009:3). Pembuat video di YouTube biasa disebut dengan istilah YouTuber. Beragamnya konten yang dibuat oleh para YouTuber membuat masyarakat, khususnya generasi muda, semakin menggemari YouTube untuk menonton video. Berdasarkan survei dari perusahaan digital Defy Media yang dirangkum oleh metrotvnews.com, 85% remaja berusia 13-24 tahun menggunakan YouTube sebagai platform utama untuk menonton video. Persentase tersebut lebih banyak daripada televisi yang hanya dipilih sebanyak 62%. Salah satu konten video yang umum dikonsumsi adalah video blog (vlog), yaitu kegiatan membuat jurnal kegiatan online berbentuk video. Hal ini menyebabkan jumlah YouTuber makin bertambah, mulai dari kaum selebriti dan orang-orang yang memiliki pengaruh di masyarakat hingga masyarakat biasa. Mereka berlomba-lomba dalam menciptakan ciri khas dan konten yang menarik. Konten-konten tersebut antara lain adalak vlog kuliner, vlog perjalanan, vlog review 1 produk, dan lain sebagainya. Karena jumlah view pada tiap video di kanal YouTube dapat diuangkan, profesi sebagai YouTuber makin diminati banyak orang. Di tengah hangatnya profesi sebagai YouTuber, di tahun 2016 lalu muncul fenomena yang disebut dengan Virtual YouTuber. Virtual YouTuber adalah YouTuber yang tidak tampil di videonya sebagai manusia sungguhan, melainkan sebagai karakter berbentuk avatar animasi 3D. Seperti yang dikutip dari kotaku.com, “The virtual YouTubers are made with animation software, with their creators controlling and voicing 3D models”. Istilah Virtual YouTuber pertama kali digunakan oleh Kizuna Ai di kanal YouTube-nya yang bernama A.I.Channel untuk menyebut dirinya sendiri. Kizuna Ai merupakan Virtual YouTuber asal Jepang yang mulai mengunggah kontennya pada November 2016 dan merupakan Virtual YouTuber pertama di dunia (www.animenewsnetwork.com). Kizuna Ai digambarkan sebagai karakter gadis remaja ala kartun animasi Jepang dan mengklaim dirinya sebagai Artificial Intelligent yang sangat cerdas dan ingin berteman dengan seluruh manusia di dunia. Meski begitu, sebenarnya sosok Kizuna Ai bukanlah artificial intelligent, melainkan hanya avatar 3D yang diisi suaranya oleh manusia biasa. Dijelaskan dalam situs resminya, kizunaai.com, Kizuna Ai dibuat dengan menggunakan model 3D dari aplikasi Miku- Miku Dance (MMD) yang digabung dengan sistem face detection dan motion capture untuk membuat ekspresi wajah dan gerakan tubuh. Dengan desain karakternya yang dibuat khas seperti karakter dalam kartun animasi Jepang, Kizuna Ai berhasil menarik perhatian para penggemar budaya populer Jepang di dunia. Fenomena Virtual YouTuber menjadi semakin luas karena Kizuna Ai menjadi viral saat vlognya dibagikan di media sosial Facebook sekitar awal tahun 2017 lalu. Sejak itu, banyak Virtual YouTuber lain yang mulai bermunculan di YouTube, baik yang berasal dari Jepang maupun dari luar Jepang seperti Cina dan Indonesia. Contoh Virtual YouTuber yang muncul setelah viralnya Kizuna Ai di internet adalah Kaguya Luna, Mirai Akari, Shiro, Maya Putri, dan lain sebagainya. Namun, fenomena Virtual YouTuber ini tentu saja menumbuhkan pro dan kontra di kalangan penggemar budaya populer Jepang. Dilansir dari forum di myanimelist.com, yaitu sebuah situs yang menjadi basis data dan komunitas anime- manga terbesar di dunia, terdapat berbagai pendapat mengenai fenomena Virtual YouTuber. Beberapa orang menganggap bahwa Virtual YouTuber merupakan 2 fenomena yang menarik dan memiliki konsep yang unik, sementara beberapa orang lainnya berpendapat bahwa mereka tidak begitu peduli dengan fenomena tersebut (www.myanimelist.com). Sementara melalui forum anime di aminoapps.com, sebagian orang mengaku tidak menyukai Virtual YouTuber karena sosok Virtual YouTuber yang tidak nyata, ditambah lagi konten-konten mereka yang tidak jauh berbeda dengan YouTuber sungguhan. Mereka berpendapat bahwa sosok Virtual YouTuber yang mengklaim dirinya sebagai AI merupakan sebuah bentuk penipuan, karena sebenarnya Virtual YouTuber hanyalah avatar yang gerakan dan perkataannya dikendalikan oleh manusia di baliknya. Selain itu, mereka berpendapat bahwa banyak YouTuber lain yang lebih pantas menjadi lebih terkenal dibandingkan para Virtual YouTuber, karena para YouTuber tersebut bekerja lebih keras daripada para Virtual YouTuber (www.aminoapps.com). Gambar 1.1.1 Virtual YouTuber Kizuna Ai Sumber: www.DHgate.com, diakses tanggal 24 Desember 2018 Pro dan kontra tersebut tidak menghentikan perkembangan Virtual YouTuber yang ada, termasuk Kizuna Ai yang merupakan pionir dari fenomena Virtual YouTuber. Berbekal kualitas animasi yang cukup halus, Kizuna Ai membuat vlog dengan berbagai macam tema dan program di kanal YouTube-nya. Per September 2018, terdapat sekitar delapan belas program vlog yang berbeda di kanal YouTube 3 A.I.Channel, sementara kanal YouTube A.I.Games fokus pada program gaming saja (www.youtube.com). Tak heran, hanya dalam waktu hampir dua tahun, Virtual YouTuber Kizuna Ai telah mendapatkan lebih dari 2,1 juta pengikut di kanal YouTube- nya yang bernama A.I.Channel. Karena popularitas Kizuna Ai, Virtual YouTuber lainnya mulai bermunculan. KAORI Nusantara, sebuah media Indonesia yang fokus pada tren kebudayaan Jepang, merilis sebuah artikel yang merangkum laporan dari Platform User Local, bahwa per-Maret 2018 terdapat lebih dari 1000 akun Virtual YouTuber. Selain itu, laporan tersebut juga memuat ranking popularitas para Virtual YouTuber berdasarkan jumlah pengikut kanal YouTube-nya. Gambar 1.1.2 5 Virtual YouTuber paling populer Sumber: virtual-youtuber.userlocal.jp. Diakses tanggal 10 September 2018 Dari tabel di atas, dapat dilihat bahwa Kizuna Ai berada di urutan pertama dan memiliki jumlah pengikut paling banyak daripada Virtual YouTuber lainnya dalam 2 kanal YouTube-nya, yaitu “A.I.Channel” dan “A.I.Games”. Seperti YouTuber lainnya, Kizuna Ai menjadi pembawa acara dalam konten- konten video di kanalnya. Karakter Kizuna Ai memiliki sapaan khas kepada audiens berupa kalimat, “Hai, domo! Virtual YouTuber Kizuna Ai, desu!” yang kira-kira memiliki arti, “Hai, teman-teman! Virtual YouTuber Kizuna Ai di sini!”. Kizuna Ai memiliki dua kanal YouTube. Yang pertama adalah A.I.Channel yang berisi vlog dengan berbagai macam tema dan program. Sementara yang kedua adalah A.I.Games yang khusus berisi vlog gaming, yaitu vlog yang memperlihatkan sosok Kizuna Ai sedang bermain game di komputer atau ponselnya. Kanal A.I.Games sendiri telah memiliki lebih dari satu juta pengikut per 10 September 2018. 4 Gambar 1.1.3 Kanal YouTube Kizuna Ai Sumber: www.youtube.com, diakses tanggal 10 September 2018 Selain memiliki dua kanal YouTube, Kizuna Ai memiliki akun media sosial lain, yaitu Twitter @aichan_nel dan website resmi, yaitu www.kizunaai.com. Saat ini, pengikut akun Twitter milik Kizuna Ai berjumlah sekitar 460 ribu orang. Gambar 1.1.4 Akun Twitter Kizuna Ai Sumber: www.twitter.com, diakses tanggal 10 September 2018 Tidak hanya melalui media sosial, kepopuleran Kizuna Ai juga dibuktikan melalui berbagai bentuk merchandise original yang dibuatnya. Merchandise tersebut antara 5 lain adalah photobook, nendoroid, figurine, dan figma Kizuna Ai yang dijual secara online. Popularitas Kizuna Ai memuncak saat dia ditunjuk menjadi ambassador dari kampanye baru yang dibuat oleh JNTO (Japan National Tourism Organization) cabang New York yang bernama Come To Japan pada Maret 2018 lalu. Kampanye tersebut dibuat untuk memperbanyak jumlah turis Amerika yang datang ke Jepang (www.akibanation.com). Gambar 1.1.5 Contoh Merchandise Kizuna Ai Sumber: www.goodsmile.info dan www.otakumode.com, diakses tanggal 10 September 2018 Karena desain karakternya yang dibuat khas seperti karakter dalam kartun animasi Jepang, Virtual YouTuber Kizuna Ai merupakan salah satu bagian dari budaya populer Jepang. Banyak dari generasi muda Indonesia yang telah akrab dengan budaya populer Jepang. Sehingga, Indonesia juga tidak luput dari popularitas Virtual YouTuber Kizuna Ai. Semenjak popularitas Kizuna Ai meroket pada tahun 2017 lalu, banyak dari penggemar budaya populer Jepang di Indonesia yang menonton vlog-vlog unggahan Kizuna Ai atau bahkan mengikuti kanal YouTube-nya. Selain itu, muncul beberapa cosplay karakter Kizuna Ai di berbagai festival kebudayaan Jepang di Indonesia. 6 Cosplay atau costume play adalah aktivitas berdandan dalam kostum sebagai karakter yang dikagumi dalam rangka mengekspresikan antusiasme dan fandom (Kroski, 2015:1). Selain itu, banyak komunitas-komunitas yang membuat dan memperjualbelikan
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