PROLIFERASI LAGU "MATA AIR" KARYA HINDIA (FEAT. NATASHA UDU) DI MEDIA SOSIAL TIKTOK: STUDI NETNOGRAFI

Abstract

The rise of social media has transformed the way people consume and share music. One song that has gone viral on TikTok is “Mata Air” by Hindia (feat. Natasha Udu). This study aims to analyze the proliferation of “Mata Air” on TikTok from a participatory cultural perspective. The study employs a netnographic method with a qualitative approach. Data were collected through observations of six TikTok videos that used the song “Mata Air” as background music, as well as in-depth interviews with three informants selected based on their engagement with the song. The results indicate that the proliferation of “Mata Air” occurs through users’ active participation in creating various forms of content, such as reflections on life, animations, lip-syncs, cinematic videos, documentation of daily activities, and entertainment content. Users not only utilize the song as background music but also imbue it with new meanings tailored to their individual experiences and communication goals. The use of hashtags and high levels of engagement—including views, likes, comments, saves, and reposts—further expand the song’s reach on TikTok. Research findings indicate that Henry Jenkins’ theory of participatory culture can explain the proliferation of “Mata Air” as a result of users’ active engagement in continuously creating, utilizing, and disseminating content in the digital space.