ABSTRACT
ANALYSIS OF MESSAGE COMPILATION STRATEGY IN THE AUTHENTICITY OF CONTENT CREATION ON THE @BUDIBUD78JUMIRANENGKLING TIKTOK ACCOUNT
Zordan Maulana Fajar
22241006
The current development of social media, especially TikTok, has provided a new space for creative content creation in building identity. The TikTok platform is not only used as a means of entertainment, but also as a means of development in effective marketing, because it can reach a wide audience by presenting creative and persuasive short videos. This study aims to examine and analyze the message composition strategy implemented by the TikTok account "@Budibud78jumiranengkling" in creating its content. This study uses a descriptive analytical approach with qualitative methods. Data collection was carried out through observation of selected content, in-depth interviews with account owners, and documentation as supporting data for the research. Data analysis techniques use the Miles and Huberman model related to data reduction, data presentation, and drawing conclusions. This study uses O'Keefe's message composition theory, which has three important indicators: space order, time order, deductive order, and inductive order. The results of this study indicate that creators are able to present original content without using a strong editing process. Thus, creators can build a natural impression in the content they create.
Keywords: Message design strategy, cultural communication, TikTok, Ponorogo