A Semiotic Study of TikTok Content Captions in the Toba Batak Language
Abstract
This study aims to analyze the meaning of signs, symbols, and cultural representations contained in the captions of TikTok content in the Toba Batak language. The phenomenon of the use of regional languages on social media indicates a transformation of oral culture into the digital space, which is utilized by the younger generation as a means of communication, entertainment, and strengthening ethnic identity. This study uses a descriptive qualitative approach with Roland Barthes's semiotic theory that emphasizes denotative meaning, connotation, and myth. Research data were obtained from a number of captions on TikTok content in the Toba Batak language uploaded by Batak content creators during a certain observation period. Data collection techniques were carried out through digital observation, documentation, and recording caption texts relevant to the research focus. The results show that the Toba Batak language captions not only function as a visual complement to the content, but also serve as a medium for conveying cultural values, humor, social satire, kinship relations, and the collective identity of the Batak people. The connotative meanings in the captions show the adaptation of local culture to the development of modern digital communication. In addition, the use of typical Toba Batak terms in TikTok media forms a social myth about the character of the Batak people who are firm, humorous, and uphold family solidarity. This study concludes that TikTok captions in the Toba Batak language have a strong semiotic function in maintaining the existence of local culture amidst the flow of digital media globalization and become a form of virtual representation of the cultural identity of the young Batak generation.
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