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All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
Delmarrich Bilga Ayu Permatasari
Universitas Airlangga
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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KOMODIFIKASI FEMINITAS: PERFORMANSI GENDER HOST LIVE PEREMPUAN DI TIKTOK LIVE INDONESIA Delmarrich Bilga Ayu Permatasari; Henri Subiakto; Irfan Wahyudi
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 7 No 2 (2026): May
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v7i2.2021

Abstract

This study examines how femininity is commodified on TikTok Live Indonesia through gender performativity, platform monetization, and local patriarchal norms. Focusing on the anonymized case of Miss W, a macro-influencer observed through more than 40 live-streaming sessions from March to May 2025, this qualitative case study combines virtual ethnographic observation and thematic content analysis. The findings show that Miss W repeatedly performs culturally legible femininity through domestic clothing, soft Javanese speech, attentive affective interaction, and participation in TikTok PK battles. These practices do not simply oppose patriarchal femininity; rather, they reconfigure ideals of modesty, gentleness, and domestic womanhood into a socially acceptable frame for sexualized visibility and virtual gift monetization. The study contributes to media and communication scholarship by linking Butlerian gender performativity with platform labor and Indonesian feminist perspectives. It argues that digital sexualization in Indonesia is not merely a global platform effect, but a culturally mediated process shaped by local gender ideologies and algorithmic reward systems.
Co-Authors Henri Subiakto Irfan Wahyudi