Viralitas Trash Talking di Media Sosial Tiktok sebagai Gaya Baru Personal Digital Branding

Abstract

Trash-talking Tante Lala on TikTok is a new phenomenon on social media. Its content can become a viral trend, and many TikTok users like it. The viral trash-talking content of Tante Lala shows that the dissemination that occurs involves the participation of TikTok users. This study explores the motivations of followers who make trash-talking viral content, the dissemination’s way of Tante Lala's trash-talking content, and TikTok's role in the media-making process. This study uses the virtual ethnographic method to explain the cultural behavior of trash-talking by TikTok users. The results of this study show the various motivations of Tante Lala's followers in making a viral trend of trash-talking content. Furthermore, the trash-talking content of Tante Lala shapes personal branding as an entertaining TikTok account with a distinctive character. Meanwhile, TikTok is an effective digital tool for personal branding for Tante Lala.

Analisis Resepsi Khalayak Generasi Z tentang Kekerasan Verbal pada Channel Twitch Masalohehe_

“…Trash talking merupakan sebuah bentuk dari komunikasi verbal yang disengaja oleh individu dengan alasan pribadi yang positif dan juga negatif terhadap pemain lain (Sugiono, 2019). Konten dengan menggunakan trash talk biasanya mendapat banyak kritik serta kecaman oleh warganet dan dapat menimbulkan kontroversi (Anaqhi et al, 2023).…”