IMPLIKASI FENOMENA VIRTUAL GIFT DALAM LIVE STREAMING DI MEDIA SOSIAL: Analisis terhadap potensi penyimpangan perilaku sosial pada Generasi z di Tiktok

Neta Febianti, - (2024) IMPLIKASI FENOMENA VIRTUAL GIFT DALAM LIVE STREAMING DI MEDIA SOSIAL: Analisis terhadap potensi penyimpangan perilaku sosial pada Generasi z di Tiktok. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Fenomena virtual gift dalam live streaming di platform TikTok telah menciptakan dinamika baru dalam interaksi online dan pembentukan identitas digital Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh simbolisme virtual gift terhadap pola interaksi sosial, mengkaji perubahan identitas individu, dan mengidentifikasi potensi penyimpangan perilaku sosial dalam konteks pemberian virtual gift di TikTok. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif analitis. Data dikumpulkan melalui observasi, wawancara semi-terstruktur dengan 9 partisipan, dan analisis dokumentasi. Analisis data dilakukan secara kualitatif menggunakan teknik reduksi data, pemetaan, pengembangan tema, dan verifikasi. Hasil penelitian menunjukkan bahwa virtual gift berfungsi sebagai simbol status dan validasi sosial yang kuat, mempengaruhi konstruksi identitas digital dan ekonomi perhatian. Interaksi sosial cenderung menjadi lebih transaksional, namun juga memungkinkan pembentukan komunitas yang lebih kuat. Identitas individu Generasi Z mengalami perubahan signifikan, mencerminkan konsep "proyek refleksif diri" dan identitas fluida. Penelitian ini juga mengidentifikasi beberapa potensi penyimpangan perilaku sosial, termasuk perilaku konsumtif berlebihan, hierarki sosial tidak sehat, risiko eksploitasi diri, perilaku adiktif, dan pelanggaran norma sosial. Dapat disimpulkan bahwa fenomena virtual gift di TikTok telah menciptakan lanskap baru untuk interaksi sosial dan perkembangan identitas Generasi Z, namun juga membawa berbagai potensi penyimpangan perilaku sosial. Diperlukan edukasi pengguna tentang penggunaan bertanggung jawab fitur virtual gift, serta pengembangan regulasi yang tepat untuk mengatasi potensi dampak negatif sambil mempertahankan aspek positif dari fitur ini. Kata kunci: virtual gift, TikTok, Generasi Z, perilaku sosial, identitas digital The phenomenon of virtual gifts in live streaming on the TikTok platform has created new dynamics in online interaction and digital identity formation for Generation Z. This research aims to analyze the influence of virtual gift symbolism on patterns of social interaction, examine changes in individual identity, and identify potential social behavior deviations in the context of virtual gift-giving on TikTok. This study uses a qualitative approach with descriptive analytical methods. Data was collected through observation, semi-structured interviews with 9 participants, and documentation analysis. Data analysis was conducted qualitatively using data reduction techniques, mapping, theme development, and verification. The results show that virtual gifts function as powerful symbols of status and social validation, influencing digital identity construction and the attention economy. Social interactions tend to become more transactional, but also enable the formation of stronger communities. The individual identities of Generation Z undergo significant changes, reflecting the concept of "reflexive self-project" and fluid identity. This research also identifies several potential social behavior deviations, including excessive consumptive behavior, unhealthy social hierarchies, risk of self-exploitation, addictive behavior, and violations of social norms. It can be concluded that the virtual gift phenomenon on TikTok has created a new landscape for social interaction and identity development of Generation Z, but also brings various potential social behavior deviations. User education about responsible use of virtual gift features is needed, as well as the development of appropriate regulations to address potential negative impacts while maintaining the positive aspects of this feature. Keywords: virtual gift, TikTok, Generation Z, social behavior, digital identity

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Siti Nurbavani K.: 5976314 Fajar Nugraha Asyahidda: 6682474
Uncontrolled Keywords: virtual gift, TikTok, Generasi Z, perilaku sosial, identitas digital virtual gift, TikTok, Generation Z, social behavior, digital identity
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Sosiologi
Depositing User: neta febianti
Date Deposited: 12 Feb 2025 05:38
Last Modified: 12 Feb 2025 05:38
URI: http://repository.upi.edu/id/eprint/130582

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