Worker Commodification and Human Resource Strategies in GIG Economy Era (Case Study in AMEG.TV, Malang, East Java, Indonesia)

Abstract

Human resources are company assets that must be managed and developed, because indirectly workers can affect the quality of company performance. The process of worker commodification is a form of company in utilizing the skills and abilities of workers to get the maximum benefit. This research uses a qualitative approach with a case study method. This research reveals that the concept of media convergence adopted by Arema Media Group has an impact on the management of the company under its coverage. In one of the Arema Media group companies, Ameg.tv, there is a practice of commodification of workers in the form of additional working hours, double duty, chasing targets, and adaptation. Ameg.tv in human resource management in the GIG Economy era must understand the characteristics of employees in order to map the positions, duties, and responsibilities of employees to achieve Ameg.tv targets in facing the challenges of media convergence.