Self-Deprecating Cyberculture on TikTok: Experiences of Young Indonesians

Authors

  • Anindita Widiastuti Universitas Padjadjaran
  • Atwar Bajari Universitas Padjadjaran
  • Ira Mirawati Universitas Padjadjaran

Keywords:

self-deprecation, meme, cyberculture, TikTok, virtual ethnography

Abstract

The TikTok self-deprecating (SD) cyberculture is built on the exchange of SD memes among users who deprecate aspects of themselves on a daily basis. Predominantly composed of young people, SD memes on Indonesian TikTok reflect discourses on the daily struggles faced by young Indonesians. To explore and categorize the discourses, our research conducted a 6-month virtual ethnography, analyzing 786 videos observed through a conditioned TikTok’s For You Page. This study disclosed persistent discourses in the lives of young Indonesians. The article further discusses the aspects that support TikTok’s SD cyberculture in revealing private struggles that young people might hesitate to share with whom they have daily interactions.

Author Biographies

Anindita Widiastuti, Universitas Padjadjaran

Master's Student, Communication Sciences, +6281315501978

Atwar Bajari, Universitas Padjadjaran

Professor, Communication Sciences, +628122465213

Ira Mirawati, Universitas Padjadjaran

Associate Professor, Communication Sciences, +6281321356741

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Published

2024-03-28

Issue

Vol. 18 (2024)

Section

Articles

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