This research aims to find out how content creators and producers can reduce media dysfunction affected by the commodification of viral content using the case study method of Indonesian horror film trends. Horror films are reviled but have a large share. The dominance of local horror films that occurred in the period 2019–2024 has caused problems in the Indonesian film industry ecosystem. Starting from the deviant elements of culture, religion, and tragedy being exploited, the loss of creativity in storytelling, the lack of diversity in film stories, and the low quality of films give rise to harsh criticism and even calls for a boycott from the audience. It is feared that the Indonesian film industry will experience suspended animation again, as happened in the 1990s. Adapted viral content cannot guarantee the success of a film. Efforts to suppress media dysfunction are made by referring to Vincent Mosco's commodification theory. Content commodification can be implemented by developing a combination of horror and comedy genres, which are the two best genres in the ranks of best-selling films in Indonesia. Audience commodification is carried out by utilizing collaboration with a community of film lovers and influencers who credibly review the field of film to reach more audiences to discuss organically. Commodification of labor is implemented by selecting a crew ensemble that has a good reputation and a good portfolio. Producers also need to have indicators of the success of a film apart from financial profits.

Authors:
Vidya Ariestya, University Atma Jaya Yogyakarta, Indonesia

About the Presenter(s)
Just finished her master's degree at Universitas Atma Jaya Yogyakarta. Vidya works as an Indonesian film scriptwriter since 2019. Vidya also works as a practicing lecturer at Sekolah Tinggi Multi Media Yogyakarta

Connect on Linkedin
https://id.linkedin.com/in/vidya-ariestya-9b1729146

Connect on ResearchGate
https://www.researchgate.net/profile/Vidya-Ariestya

Additional website of interest
https://www.instagram.com/talisaariestya/

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