Edukasi kecantikan atau hiburan media sosial: Gaya komunikasi @dokterdetektif di TikTok
DOI:
https://doi.org/10.17977/um022v8i22025p429-440Keywords:
TikTok, edukasi kecantikan, media sosial, komunikasi influencer, analisis kontenAbstract
Beauty education vs. social media entertainment: @dokterdetektif’s communication style on TikTok
This study analyzes the communication style of @dokterdetektif on TikTok to determine whether its content is more about beauty education or more about entertainment. By analyzing the five videos with the highest viewership at the time of data collection, this research identifies themes from the communication style of the videos, and measures audience engagement through the number of views, likes, and comments. The results show a blend of educational beauty content with dramatic narratives, revealing how @dokterdetektif on TikTok utilizes both to attract attention and build trust. The findings suggest that while @dokterdetektif provides beauty education, it is the dramatic storytelling that increases engagement, reflecting TikTok's role in informing and entertaining its audience.
Penelitian ini menganalisis gaya komunikasi @dokterdetektif di TikTok untuk mengetahui apakah konten-kontennya lebih mengutamakan edukasi kecantikan atau lebih mengarah pada hiburan. Dengan menganalisis lima video dengan penonton tertinggi saat data diambil, penelitian ini mengidentifikasi tema dari gaya komunikasi pada video yang disampaikan, serta mengukur keterlibatan audiens melalui jumlah tayangan, suka, dan komentar. Hasil penelitian menunjukkan perpaduan antara konten edukasi kecantikan dengan narasi dramatis, mengungkap bagaimana @dokterdetektif di TikTok memanfaatkan keduanya untuk menarik perhatian dan membangun kepercayaan. Temuan ini menunjukkan bahwa meskipun @dokterdetektif memberikan edukasi kecantikan, storytelling drama yang meningkatkan keterlibatan, mencerminkan peran TikTok dalam memberi informasi sekaligus hiburan kepada audiensnya.
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Copyright (c) 2025 Shafia Marwah, Jenny Ratna Suminar, Ira Mirawati
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