Keywords
Analisis Wacana Kritis
Neoliberalisme
YouTube
Fin-fluencer
Timothy Ronald
Subjektivitas
Neoliberalisme
YouTube
Fin-fluencer
Timothy Ronald
Subjektivitas
How to Cite
Perdana, C. H., & Nabelia, F. R. (2025). CRITICAL DISCOURSE ANALYSIS OF NEOLIBERAL IDEOLOGY IN TIMOTHY RONALD’S ’FIN-FLUENCER’ CONTENT. Kontemplasi: Jurnal Ilmu-Ilmu Ushuluddin, 13(02), 273–298. Retrieved from https://ejournal.uinsatu.ac.id/index.php/kon/article/view/11652
Abstract
This study critiques the reproduction of neoliberal ideology within Timothy Ronald’s financial content on YouTube using Norman Fairclough’s Critical Discourse Analysis (CDA). By examining three dimensions-text, discourse practice, and social practice-the analysis of his most popular videos reveals the use of mechanistic metaphors, casual linguistic styles, and personal success narratives to establish authority. The findings show that such content effectively constructs neoliberal subjects (homo economicus) by emphasizing absolute individual responsibility, reducing poverty to a moral failing, and disregarding structural factors. Ultimately, this discourse reinforces the dominance of market logic over all aspects of individual life in the digital era.
References
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Airlangga, S. A. (2024). Neoliberalism, governance, & capital accumulation: A study of development debates and social dynamics in Indonesia. Jurnal Kebijakan dan Administrasi Publik (JKAP), 28(2). https://journal.ugm.ac.id/jkap/article/view/89592
Andriani, L., & Saputra, R. (2023). Framing investasi cryptocurrency pada konten YouTube financial influencer. Jurnal Komunikasi Indonesia, 12(1), 45–59.
Banet-Weiser, S. (2012). Authentic™: The politics of ambivalence in a brand culture. New York University Press.
Brown, W. (2015). Undoing the demos: Neoliberalism’s stealth revolution. Zone Books.
Burgess, J., & Green, J. (2018). YouTube: Online video and participatory culture (2nd ed.). Polity Press.
Carron, P. M. (2022). Financial self-help in the age of influencers: A critical discourse analysis of neoliberal subjectivity on Instagram [Tesis doctoral, University of Melbourne]. University of Melbourne Repository.
Couldry, N., & Mejias, U. A. (2019). The costs of connection: How data is colonizing human life and appropriating it for capitalism. Stanford University Press.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Dean, J. (2023). From solidarity to self-promotion? Neoliberalism and left politics in the age of the social media influencer. University of Leeds. https://eprints.whiterose.ac.uk/id/eprint/200079
Duffy, B. E. (2017). (Not) getting paid to do what you love: Gender, social media, and aspirational work. Yale University Press.
Dumas, D. (2023). Marketable morality: The rise of the wellness industry and the neoliberal self. University of California Press.
Ertürk, I., Froud, J., Johal, S., Leaver, A., & Williams, K. (2007). The democratization of finance? Promises, outcomes and conditions. Review of International Political Economy, 14(4), 553–575. https://doi.org/10.1080/09692290701475312
Fairclough, N. (1995). Critical discourse analysis: The critical study of language. Longman.
Foucault, M. (2008). The birth of biopolitics: Lectures at the Collège de France, 1978–1979 (G. Burchell, Trans.). Palgrave Macmillan.
Fraser, G. (2020). Foucault, governmentality theory and neoliberal community development. Community Development Journal, 55(3), 437–451. https://doi.org/10.1093/cdj/bsz014
Gershon, I. (2017). Down and out in the new economy: How people find (or don’t find) work today. University of Chicago Press.
Han, B.-C. (2015). The burnout society (E. Butler, Trans.). Stanford University Press.
Hii, I. S. H., & Ong, Y. X. (2025). Finfluencer: Can financial social media influencers promote desirable financial behaviours? International Journal of Bank Marketing, 43(1), 1–22. https://doi.org/10.1108/IJBM-05-2024-0256
Illouz, E. (2008). Saving the modern soul: Therapy, emotions, and the culture of self-help. University of California Press.
Langley, P. (2008). The everyday life of global finance: Saving and borrowing in Anglo-America. Oxford University Press.
McGee, M. (2005). Self-help, Inc.: Makeover culture in American life. Oxford University Press.
McRae, S. (2020). The influencer as entrepreneur of the self: Neoliberal subjectivities and the problem of authenticity on YouTube. In The Routledge companion to digital media and children (pp. 415–424). Routledge.
Pratiwi, A. S., Setyawan, D. A., & Hidayat, R. (2023). Financial anxiety and digital literacy among Indonesian youth: A study on fin-fluencer content consumption. Jurnal Ilmu Komunikasi, 21(2), 145–160.
Rimke, H. (2020). Self-help, therapeutic industries, and neoliberalism. In S. Binkley & J. Capetillo (Eds.), The Routledge international handbook of global therapeutic cultures (pp. 63–78). Routledge.
Sandel, M. J. (2020). The tyranny of merit: What’s become of the common good? Farrar, Straus and Giroux.
Selwyn, N. (2012). Education in a digital world: Global perspectives on technology and education. Routledge.
Sembiring, R. (2022). Strategi komunikasi pemasaran influencer keuangan di platform YouTube. Jurnal Media dan Komunikasi, 8(1), 78–92.
Svetlova, E. (2018). Financial models and society: Villains or scapegoats? Edward Elgar Publishing.
Van Dijk, T. A. (2001). Discourse, ideology and context. Folia Linguistica, 35(1–2), 11–40. https://doi.org/10.1515/flin.2001.35.1-2.11
Wodak, R., & Meyer, M. (Eds.). (2001). Methods of critical discourse analysis. SAGE Publications.
Zulli, D., & Zulli, D. J. (2020). Extending the internet celebrity: Microcelebrity and the logic of the platform. Social Media + Society, 6(4). https://doi.org/10.1177/2056305120983143
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Copyright (c) 2025 Kontemplasi: Jurnal Ilmu-Ilmu Ushuluddin
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