The Spectacle of TikTok Live Streaming Delmarrich Bilga Ayu Permatasari
Bhayangkara University
Jalan Ahmad Yani No.114, Surabaya
Abstract
This research aims to understand the role of TikTok Live Streaming in shaping modern society into a ^society of spectacle^. Spectacle culture refers to the phenomenon of a society focused on spectacle, entertainment, or events that are spectacular. This research focuses on the TikTok platform, which has an excellent Live feature, especially the gifting feature because it can makes money. Because it carries the concept of gratification, the content contained in TikTok Live Streaming is increasingly diverse so that in this case TikTok plays a role in accommodating non-ethical behaviors such as fooling and exploitation, begging personality formation, fraud, racism, immoral behavior, and various other negative things. Therefore, it is important to understand the culture of the spectacle society formed on TikTok Live Streaming in Indonesia. This research was conducted with a qualitative method from the perspective of Cultural Studies and refers to Guy Debord^s idea ^The Spectacle of the Society^ which emphasizes three general aspects: political economy (organization/industry), text (content), the relation between text and audience (streamer and viewer). Based on the research, it can be concluded that ByteDance has successfully shaped the social function of TikTok Live Streaming as a spectacle that concretizes alienation. The ^growth^ produced by the growing streamer economy is nothing but the growth of commodification originating from ByteDance as an industry facilitated and mediated by the government as neoliberal governance.
Keywords: Spectacle Society, TikTok Live, Guy Debord, Digital Capitalism
