Altruism a Piety in Philanthropy Visualization on YouTube: Case Study Hobby Makan Channel

Abstract

. This study attempts to illustrate the Hoby Makan channel on youtube as messages of philanthropic activities. The video visualization on this channel consists of four components: (1) Thumbnail, which consists of texts and pictures, (2) Opening, location of the street food, (3) Main contents: reviewing food and its texture, (4) Closing: delivering persuasive words about religious messages. The religious messages are delivered by saying a common statement “ Borong Semua “ (all of them) to share and participate in helping disadvantaged people. This statement has soon become famous and has inspired similar channels to do the same. The Hobby Makan channel has shown altruism and piety through philanthropic activities in its videos. As a YouTuber with more than 3 million subscribers, Hobby Makan has the power to influence people. Its videos have inspired another YouTuber to do the same. This study, therefore, aims at illustrating how fundraising innovation through electronic technology has been adapted to a current trend in millennial society. As a qualitative case study to analyze phenomena, a semiotic approach is applied to analyze the channel contents or message. As the result, the study shows an increasing approach and innovation in philanthropic activities in da ‘ wah .