Between Visibility and Viability: Platform Capitalism, Algorithmic Editorial Adaptation, and the Sustainability of Indonesian Online Journalism

This article examines the structural tension between visibility and viability confronting Indonesian online journalism under conditions of platform capitalism. Drawing on a qualitative secondary-data design combining critical thematic analysis and critical discourse analysis, the study synthesises scholarly, industry, and regulatory sources to interrogate how algorithm-responsive editorial strategies—SEO-driven production, clickbait headlines, multi-platform optimisation, and analytics-governed decision-making—reshape journalistic quality and newsroom autonomy in an emerging democracy. Anchored in a tripartite theoretical framework integrating Nick Srnicek's platform capitalism, Dallas Smythe's audience commodity theory, and Philip Napoli's digital audience economics, the analysis reveals that Indonesian newsrooms are caught in a structural paradox: adaptations securing short-term algorithmic reach and advertising revenue simultaneously deepen platform dependency, commodify journalistic labour, and marginalise public-interest and investigative reporting. The article theorises this contradiction as the "algorithmic dependency–sustainability paradox," situating it within comparative publisher-bargaining literature from Australia, Canada, and Indonesia's own Presidential Regulation 32/2024. Findings indicate that Indonesia's 1999 Press Law and regulatory apparatus remain structurally inadequate to platformisation's scale, with implications extending to media policy, platform regulation, and the informational foundations of democratic communication. The article recommends a multi-track reform agenda combining regulatory innovation, newsroom-level collaborative infrastructures, and scholarship centring the Global South, where platform dependency and its democratic consequences are most acute.

platform capitalism; algorithmic editorial adaptation; Indonesian online journalism

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