STRATEGI SELF-BRANDING TIKTOK CELEBRITY DI KOTA MEDAN: ANALISIS ETNOGRAFI HIBRIDA PADA MICRO, MID-TIER, DAN MACRO
DOI:
https://doi.org/10.23969/jp.v11i1.40293Keywords:
digital culture, hybrid ethnography, self-image formation, tiktok celebritiesAbstract
This research explores self-branding strategies of TikTok celebrities in Medan City and their interaction dynamics with audiences in forming digital self-image. The study employs a hybrid ethnography approach combining online and offline ethnographic practices. Informants consist of six TikTok celebrities (3 micro, 2 mid-tier, 1 macro) and active audience members. Data collection techniques include online observation, hybrid field interaction, interviews, visual documentation, and comment analysis. Findings indicate that TikTok celebrities do not initially construct an idealized image conceptually, but rather form it through audience response, engagement patterns, and platform algorithms. Successful self-branding emphasizes identity differentiation, content consistency, and performative acts. The constructed self-image influences not only digital popularity but also economic opportunities, social relations, and offline identity roles.
Downloads
References
Abidin, C. (2018). Internet Clebrity: Understanding Fame Online
Ai, Y., & Mühlenen, A. Von. (2025). An experimental online study on the impact of negative social media comments on anxiety and mood. 1–9.
Baym, N.K (2018). Playing to the Crown: Musician, Audiences, and the Intimate Public Sphere. NYU Press
Bishop,S. (2020). Algoritgmic Experts: Understanding the Work of Influencer. Big Data & Society, 7(1), 1-13.
Budiawan,
Conde, R. (2023). Jurnal Penelitian Bisnis Mikro , makro dan mega-influencer di Instagram : Kekuatan persuasi melalui hubungan parasosial. 158.
Conde, R., & Casais, B. (2023). Micro , macro and mega-influencers on instagram : The power of persuasion via the parasocial relationship. Journal of Business Research, 158(December 2021), 113708. https://doi.org/10.1016/j.jbusres.2023.113708
Duffy, B. E. (2017). NotGetting Paid to Do What You Love: Gender, Social Media, and Aspirational Work. Yale University Press.
Przybylski (2021). Hybrid Ethnography: Online, Offline, and In Between. In Journal of American Folklore (Vol. 135, Issue 538). https://doi.org/10.5406/15351882.135.538.10
Karina, M. E. (2023). Analisis personal branding selebgram di sosial media Instagram (studi deskriptif pada akun @dindamaulinaaa). MADIA: Jurnal Humas dan Media Kontemporer, 1(1), 1–15. https://doi.org/10.36085/madia.v1i1.3033
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160.
Maqpiroh, L., & Palupi. (2022). Tiktoker’s Online Personal Branding: A Dramaturgy Study of @Toyib Alwi. International Conference on Community Empowerment and Engagement (ICCEE), September 2016, 478–489. https://proceedings.ums.ac.id/index.php/iseth/artcle/view/2971
Nur Zahra, M. A., Wulandari, W., & Citra Widya, Y. A. (2023). Tiktok Sebagai Media Sosial Populer untuk Komunikasi Bisnis. Syntax Idea, 5(10), 1386–1394. https://doi.org/10.46799/syntax-idea.v5i10.2593
Rahmawati, N., & Yusuf, A. (2024). Pengaruh Media Sosial terhadap Kesejahteraan Mental Mahasiswa. Jurnal Thullab, 5(1), 45–57
Sari, D. P., & Pertiwi, N. I. (2021). Pola interaksi pengguna dalam memanfaatkan fitur Instagram Stories. Jurnal Komunikasi Global, 10(2), 98–112. https://journal.uniga.ac.id/index.php/JKG/article/view/1705
Soewandi, A. T., & Wijanarko, R. (2021). Personal Branding dan Diri Otentik Menurut Sartre. Jurnal Filsafat Indonesia, 4(2), 179–185. https://doi.org/10.23887/jfi.v4i2.36064
Suryanda, S., Fadlia, F., & Ahmady, I. (2024). Degradasi Budaya Akibat Asimilasi Pada Masyarakat Melayu Tamiang: Analisis Praktik Sosial Pierre Bourdieu. 2(1), 29–43.
Tisa, M. (2023). Media sosial tit-tok dalam membangun citra diri (Analisis teori dramaturgi dan new-media). ISTIFHAM: Journal Of Islamic Studies, 1(3), 246–257. https://jurnal.seutiahukamaa.org/index.php/istifham/article/view/36JournalHomepage:https://jurnal.seutiahukamaa.org/index.php/istifham
Zahavi, D. (2022). Individuality and community: The limits of social constructivism. Ethos, 50(4), 392–409. https://doi.org/10.1111/etho.12364
Zulli, D., & Zulli, D. J. (2020). Extending the Internet meme : Conceptualizing technological mimesis and imitation publics on the TikTok platform. https://doi.org/10.1177/1461444820983603
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
