Dampak “Italian Brainroot” dalam Konten Fenomena Hantu Anomali: Wawasan Tentang Cuitan Netizen dan Membentuk Keputusan Produsen Industri Kreatif

Abstract

This article examines the controversy over Hantu Anomali which is part of the Italian Brainroot which is currently a viral trend on social media, especially TikTok. This controversy began with an Italian- Australian content creator, openly voicing his disappointment with the Italian Brainroot phenomenon. Then strengthened by a linguistics and social media etymology expert, Adam Aleksic by viewing the Italian Brainroot phenomenon from a postmodernist perspective. This study uses a qualitative method with a moral panic theory approach. Primary data in the form of tweets on TikTok containing comments on Hantu Anomali. Data analysis was carried out through five stages of the moral panic process. Pros and cons responses emerged alternately debating the confusion between what is real and what is fake in the era of algorithms and artificial intelligence. This study found that there were positive and negative externalities for society. And this study has not succeeded in causing panic so that the Italian Brainroot phenomenon "Hantu Anomali" still persists today. In addition, this study found that there was behavior of creative industry producers in making decisions (profit oriented) in carrying out their role as producers based on a literacy study of social media.

Keywords: Italian Brainroot, Anomalous Ghost, Netizens, Creative Industry Producer Decisions