Today's modernity has brought accessibility through the Internet of Things (IoT) and social media in real-time. Now, there are various options for young generations to express their ideas and aspirations.

UNDIRA colleagues are surely familiar with the term in content creation FYP (For Your Page). FYP is content recommendations based on algorithmic detection of the content we upload according to current needs and market popularity.

The majority of social media now contains various posts themed around life stories and criticism of social expectation trends. From complaints to criticism of policies and trends, FYP now has one key that makes this type of content engaging - relatable storytelling.

Storytelling is an activity that refers to "bringing back to life" experiences that have been felt into written works or posts (both visual and verbal). UNDIRA colleagues, storytelling that is not only fun but also relatable has a significant impact on personal branding development for both individuals and specific brands. This concept is actually related to today's discussion, namely Commodification.

But what is Commodification itself? Commodification is the process of transforming goods, services, ideas, or even experiences into commodities that can be traded in the market. In the context of storytelling, commodification transforms narratives into products that can generate profit.

From this understanding, it can be seen that content creation is an enjoyable and boundless place to express creativity. However, through one of the journals discussed by a lecturer from the English Literature Study Program at Dian Nusantara University (UNDIRA) regarding the commodification of stories and experiences based on the work "Past Due."

As a brief recap, Past Due is a science fiction work by Eric Fomley in 2023 - which presents a dystopia or destruction that leaves trauma, grief, and loss. However, at the same time, the use and reachability of already futuristic media enables various stories to be commodified through hologram technology.

It is revealed that although there are limitations on social media uploads, commodification influenced by capitalist desires can actually penetrate the realm of emotions and memory. Furthermore, technological developments that increasingly blur the lines between reality, privacy, and social aspects "also test whether humans can remain human."

One reference related to human psychology (Deleuze & Guattari, 1983; Fisher, 2009) contains discussions that also touch on how productivity linked to excessive profit fulfillment desires according to the system can position humans in one reality alone without considering other aspects of life such as social norms, politeness, and consideration for others.

UNDIRA colleagues, can freedom of creation and technological accessibility truly answer the challenges of humanity and ethical communication? English Literature at UNDIRA provides understanding not only related to language, but also how culture can display human development.

The English Literature Study Program at UNDIRA does not merely produce graduates who are proficient in language, but critical thinkers who are able to understand how technology, culture, and humanity interact in shaping a more meaningful and ethical future of communication.

Journal of Reference: 

Sekartaji, Maya. (2023). KOMODIFIKASI TRAUMA DALAM PAST DUE (2023): INTERSEKSI PERSPEKTIF SKIZOANALISIS DAN REALISME KAPITALIS. Universitas Dian Nusantara