Reshaping the Creative Workforce in the Smart Ecosystem

The creative workforce has an important role in the sustainability of the digital broadcasting ecosystem. As the primary producers of cultural content, radio personalities have the specifications to drive audience engagement but are currently severely affected by the disruption of platform logic. Reviews from media studies state that the shift from audio-centric to visual centric ecosystems creates infrastructural capture, where broadcasting institutions lose autonomy to global platforms. This research is aimed at ex-ploring how this capture reshapes the professional habitus of broadcasters, transforming them from voice artists into visual content creators under algo-rithmic pressure. This research is urgently needed so that media stakehold-ers can formulate a workforce development strategy for a decent in the era of smart ecosystems. This research uses a critical ethnographic method with technical data collection through participant observation and insider reflec-tion based on 15 years of industry experience.