Analisis Wacana Kritis Terhadap Fenomena Teacher-Influencer Di Tiktok

Qunita Fatina; Putri Masitoh Amin; Siti Yuliana; Ria Kasanova

doi:10.69693/ijmst.v4i2.9270

Authors

Qunita Fatina Universitas Madura
Putri Masitoh Amin Universitas Madura
Siti Yuliana Universitas Madura
Ria Kasanova Universitas Madura

DOI:

https://doi.org/10.69693/ijmst.v4i2.9270

Keywords:

Analisis Wacana Kritis, Teacher-Influencer, Tiktok, Representasi Guru, Media Sosial Digital

Abstract

Fenomena teacher-influencer di media sosial TikTok menunjukkan adanya perubahan pola komunikasi pendidikan di era digital. Guru tidak lagi hanya berperan sebagai pendidik formal di ruang kelas, tetapi juga hadir sebagai kreator konten yang aktif membangun komunikasi dengan audiens melalui media sosial. Konten teacher-influencer memadukan unsur pendidikan, hiburan, motivasi, dan pengalaman personal yang dikemas dalam format video pendek sesuai dengan budaya digital TikTok. Penelitian ini bertujuan untuk menganalisis representasi guru serta praktik wacana dan ideologi yang muncul dalam fenomena teacher-influencer di TikTok. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode Analisis Wacana Kritis model Teun A. van Dijk. Data penelitian diperoleh dari lima video teacher-influencer di TikTok yang meliputi caption, transkrip video, hashtag, dan komentar audiens. Teknik pengumpulan data dilakukan melalui observasi digital, dokumentasi, serta teknik simak dan catat. Analisis data dilakukan melalui tiga dimensi, yaitu struktur teks, kognisi sosial, dan konteks sosial. Hasil penelitian menunjukkan bahwa guru direpresentasikan sebagai pendidik digital, figur humoris, motivator, serta kreator konten yang adaptif terhadap budaya media sosial. Praktik wacana teacher-influencer dipengaruhi oleh budaya viral, algoritma TikTok, dan logika engagement digital yang mendorong guru membangun personal branding untuk memperoleh visibilitas di media sosial. Selain itu, fenomena ini menunjukkan adanya pergeseran identitas dan otoritas guru di era digital, di mana guru tidak hanya memperoleh legitimasi melalui institusi pendidikan, tetapi juga melalui popularitas dan interaksi di media sosial.

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