Commodifying sadness: The role of women as emotional laborers on instagram https://doi.org/10.35719/annisa.v17i2.290 Authors Niswatin Nurul Hidayati Institut Teknologi dan Bisnis Tuban, Jawa Timur, Indonesia Samira Agoro University of Lomé, Togo Commodification, Emotional Labour, Instagram, Indonesian Sad Songs Abstract How to Cite Metrics References Similar Articles This research problem originates from the phenomenon of commodifying sadness on Instagram, where women often act as emotional laborers through comments on sad songs. This raises questions about how emotions are produced, expressed, and utilized in the context of digital culture and music consumption. The aim of this study is to describe and analyze forms of commodified sadness reflected in comments on Instagram posts featuring Indonesian sad songs. This research applies netnography, using online ethnography to examine Indonesian Instagram users’ responses to sad songs. Data were collected from popular posts and comments, then analyzed through thematic analysis. All data were taken from public accounts and anonymized in accordance with ethical research standards. The findings reveal that comments are categorized into three groups positive, negative, and neutral with the majority expressing negative emotions such as regret and emotional outpourings. The analysis also identifies themes of emotional commodification, emotional labor, user engagement, cultural context, gender dynamics, and the impact of Instagram through influencers, algorithms, and digital marketing on music consumption. This study contributes to digital media and popular culture scholarship by demonstrating how Instagram comments on sad songs reflect emotions, gender dynamics, and cultural contexts. The findings broaden understanding of emotional commodification, emotional labor, and the role of social media in shaping music consumption in Indonesia. Hidayati, N. N., & Agoro, S. (2024). Commodifying sadness: The role of women as emotional laborers on instagram. An-Nisa Jurnal Kajian Perempuan Dan Keislaman, 17(2), 83-98. https://doi.org/10.35719/annisa.v17i2.290 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver AMA Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Downloads Download data is not yet available. References Anglada-Tort, M., Masters, N., Steffens, J., North, A., & Müllensiefen, D. (2023). The behavioural economics of music: Systematic review and future directions. Quarterly Journal of Experimental Psychology, 76(5), 1177–1194. https://doi.org/10.1177/17470218221113761 Arcy, J. (2016). Emotion work: Considering gender in digital labor. Feminist Media Studies. https://doi.org/10.1080/14680777.2016.1138609 Arrieta, A. (2020). Nancy Baym, Playing to the crowd: Musicians, audiences, and the intimate work of connection. 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Journal of Education, Humanities and Social Sciences, 43, 80–86. https://doi.org/10.54097/1v1m4v41 Downloads Full Text (English) 2024-12-30 Vol. 17 No. 2 (2024): An-Nisa Journal of Gender Studies Section Articles Copyright (c) 2024 Niswatin Nurul Hidayati, Samira Agoro This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. How to Cite Hidayati, N. N., & Agoro, S. (2024). Commodifying sadness: The role of women as emotional laborers on instagram. An-Nisa Jurnal Kajian Perempuan Dan Keislaman, 17(2), 83-98. https://doi.org/10.35719/annisa.v17i2.290 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver AMA Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX
