Commodification of Children in Popular Culture: Critical Discourse Analysis of Idola Cilik Singing Contest Program on Local Television in Indonesia

Abstract

This paper presents an analysis of performance and commodification of children in ”Idola Cilik” singing contest on Indonesian Television program (RCTI) through textual analysis. It is aimed to determine the background of its production and capitalism that turn the use value into exchange value on RCTI’s “Idola Cilik” program through social cognition analysis, and to find out the interpretation of the Chairman of National Commission for Child Protection on “Idola Cilik” singing contest through social context. This study applies qualitative research method of Van Dijk’s critical discourse analysis, including textual, social cognition and social context analysis. The results showed that: (1) From analysis of the text, the performance and the commodification of children in the “Idola Cilik” program are actually the result of television media industry; (2) From analysis of social cognition, RCTI’s “Idola Cilik” program is created due to the lack of special programs for children; (3) Based on the analysis of social context, “Idola Cilik” has generated positive interpretations. Therefore, through this study, the producers of children programs are expected to be more concerned about the compatibility of program contents, and to pay much attention to the psychology of children, by putting the children not merely as some commodity to gain huge profit. As for the parents, they should be more selective on choosing TV programs for their children. Moreover, parents are also advised not to exploit their children by forcing them to be TV stars.