Viralitas Trash Talking di Media Sosial Tiktok sebagai Gaya Baru Personal Digital Branding

Abstract

Trash-talking Tante Lala on TikTokis a newphenomenon on social media. Its content can become a viral trend, and many TikTokusers like it. The viral trash-talking content of TanteLala shows that the dissemination that occurs involves the participation of TikTokusers. This study explores the motivations of followers who make trash-talking viral content, thedissemination’s wayof Tante Lala's trash-talking content, and TikTok's role in the media-making process. This study uses the virtual ethnographic method to explain the cultural behavior of trash-talking by TikTokusers. The results of this study show the various motivations of Tante Lala's followers in making a viral trend of trash-talking content. Furthermore, the trash-talking content of Tante Lala shapes personal branding as an entertaining TikTokaccount with a distinctive character. Meanwhile, TikTokis an effective digital tool for personal branding forTante Lala

Keywords

• personal branding
• trash-talking
• viraltrend
• virtual ethnography