Hypersemiotics of Batak Cultural Symbols in TikTok Content: Shifting Meanings and Digital Identity
Abstract
This study aims to analyze the shifting meanings of Batak cultural symbols in TikTok content through a hypersemiotic approach. The phenomenon of digitalization has driven a transformation in how society represents cultural identity, including in the use of traditional symbols such as ulos, traditional gestures, and Batak language expressions. The research method used was descriptive qualitative, with data collection techniques consisting of observations of TikTok content containing Batak cultural elements, as well as visual and textual documentation. Data analysis was conducted with reference to the concept of hypersemiotics, which emphasizes simulation, sign reproduction, and the shift in meaning from their original context to the digital context. The results show that Batak cultural symbols have undergone a shift in meaning, from being sacred and contextual to becoming more flexible, aesthetic, and sometimes even diminished. In the digital space, these symbols no longer fully represent traditional values, but instead function as tools for identity expression, entertainment, and cultural commodification. Furthermore, a tendency among the younger generation to construct digital identities through reinterpreting cultural symbols is found to be more adaptive to social media trends. Thus, hypersemiotics is a relevant approach to understanding the dynamics of meaning in the digital era. This research is expected to contribute to the study of cultural semiotics and serve as a reference for understanding the transformation of Batak cultural identity on social media.
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