The Role of TikTok in Shaping Cultural Identity and Social Behavior: Content Analysis of “Joget Sadbor” in Sukabumi
Abstract
This study analyzes the viral TikTok content phenomenon from the account @sadborgunawan86, focusing on the “Joget Sadbor” dance as an expression of cultural identity and social psychology within the community of Bojongkembar Village, Sukabumi. Employing a qualitative approach and narrative analysis, the research examines how this content constructs a narrative of social transformation from farmers to dynamic and innovative digital content creators. Furthermore, the study explores the social and economic impacts arising from this trend, including behavioral changes among villagers and social challenges triggered by cultural and economic shifts induced by digital trends. The interaction between content and netizen comments is also analyzed as a collective cultural identity negotiation process, enriching cultural meaning and social psychology. Findings reveal that TikTok functions as a cross-cultural communication space facilitating local cultural expression while challenging society to critically respond to change. This phenomenon illustrates how social media can serve as a medium for economic empowerment and inclusive cultural dialogue in the digital era, balancing innovation with the preservation of traditional values.
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DOI: http://dx.doi.org/10.18415/ijmmu.v12i5.6787
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