Cyber Activism in Environmental Issues: A Content Analysis of @pandawaragroup On TikTok
DOI:
https://doi.org/10.9744/scriptura.15.1.25-38Keywords:
aktivisme siber, pandawara, lingkungan, TikTok, pengelolaan sampahAbstract
Pengelolaan sampah menjadi salah satu isu lingkungan yang penting di Indonesia. Sampah yang tidak terkelola dengan baik memiliki berbagai dampak negatif, salah satunya adalah banjir. Di tengah rendahnya kesadaran kolektif, media sosial muncul sebagai ruang alternatif untuk mendorong keterlibatan publik dalam isu-isu lingkungan. Meskipun aktivisme siber di bidang lingkungan semakin marak, kajian akademik mengenai manifestasinya di TikTok masih terbatas, Padahal platform ini semakin berpengaruh dalam membentuk gerakan partisipatif. Penelitian ini bertujuan untuk mengetahui bagaimana Pandawara Group memanfaatkan TikTok sebagai medium aktivisme siber lingkungan dan pemberdayaan masyarakat. Dengan menggunakan analisis isi kualitatif, empat video dari akun @pandawaragroup dianalisis berdasarkan logika viralitas berbasis unggahan. Hasil penelitian menunjukkan bahwa setiap video merepresentasikan tahapan berbeda dalam praktik aktivisme siber. Our End Year Party membangun kesadaran publik melalui pembingkaian kreatif. 1,014 Kilograms of Trash in the River menekankan urgensi kerusakan lingkungan melalui dokumentasi visual yang kuat. Aerobic with Clean Up memperlihatkan mobilisasi komunitas, sedangkan No Room for Environmental Degradation menampilkan keterlibatan pemangku kepentingan dalam aksi bersama. TikTok tidak hanya berfungsi sebagai media penyebaran, tetapi juga sebagai ruang partisipatif untuk mobilisasi, edukasi, dan pembentukan nilai. Kebaruan penelitian ini terletak pada pemetaan proses aktivisme lingkungan berbasis TikTok yang bergerak dari kesadaran digital menuju partisipasi publik yang nyata.
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