Viralitas Yang Direkayasa: Studi Kritis Tentang Algoritme Tiktok Dan Produksi Kesadaran Sosial
Keywords:
Tiktok, Algoritme, Viralitas, Kesadaran SosialAbstract
Penelitian ini bertujuan untuk menganalisis fenomena viralitas konten di platform TikTok sebagai hasil dari rekayasa algoritmik serta implikasinya terhadap pembentukan kesadaran sosial pengguna. TikTok melalui sistem rekomendasi For You Page (FYP) berperan sebagai aktor struktural yang mengatur distribusi informasi, preferensi, dan pola konsumsi konten. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kritis. Data diperoleh melalui observasi terhadap 40 video viral TikTok, analisis pola distribusi konten, komentar pengguna, serta kajian literatur berbasis teori kritis, meliputi teori simulakra dan hiperrealitas Jean Baudrillard, representasi Stuart Hall, hegemoni Antonio Gramsci, dan perspektif Frankfurt School. Hasil penelitian menunjukkan bahwa viralitas TikTok bukanlah fenomena spontan, melainkan dikonstruksi secara sistematis oleh algoritme yang memprioritaskan keterlibatan pengguna, durasi tonton, dan intensitas emosional konten. Algoritme berfungsi sebagai digital gatekeeper yang membentuk standar estetika, perilaku performatif, dan persepsi sosial pengguna. Penelitian ini menyimpulkan bahwa algoritme TikTok memiliki kuasa signifikan dalam merekayasa viralitas dan memproduksi kesadaran sosial di ruang digital.
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