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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Kesia Vanessa Br Tarigan
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STRATEGI SELF-BRANDING TIKTOK CELEBRITY DI KOTA MEDAN: ANALISIS ETNOGRAFI HIBRIDA PADA MICRO, MID-TIER, DAN MACRO Kesia Vanessa Br Tarigan; Daud, Daud
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 1 (2026): Volume 11 No.1, Maret 2026.
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i1.40293

Abstract

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.
Co-Authors Daud, Daud