Perundungan Digital dalam Kolom Komentar Akun TikTok @Fuji_An: Analisis Wacana Kritis Norman Fairclough
Abstract
Penelitian ini dilatarbelakangi oleh meningkatnya perundungan digital pada kolom komentar TikTok, terutama terhadap figur publik yang memiliki visibilitas tinggi di ruang media sosial. Penelitian ini bertujuan menganalisis bentuk perundungan digital pada kolom komentar akun TikTok @Fuji_An serta menjelaskan keterkaitannya dengan praktik wacana dan konteks sosiokultural berdasarkan perspektif Analisis Wacana Kritis Norman Fairclough. Penelitian ini menggunakan desain deskriptif kualitatif. Data penelitian berupa kata, frasa, klausa, kalimat, atau tuturan tertulis dalam komentar TikTok yang mengandung unsur cyberbullying. Sumber data penelitian adalah komentar warganet pada unggahan akun TikTok @Fuji_An. Data dikumpulkan melalui teknik dokumentasi, simak, dan catat, kemudian dianalisis melalui tiga dimensi Norman Fairclough, yaitu teks, praktik wacana, dan praktik sosiokultural. Hasil penelitian menunjukkan empat bentuk utama perundungan digital, yaitu pelabelan negatif, body shaming, penyebaran rumor, dan sarkasme. Pada dimensi teks, perundungan tampak melalui pilihan kata, label, asosiasi makna, sindiran, dan konstruksi dugaan yang menyudutkan figur publik. Pada dimensi praktik wacana, komentar diproduksi dan direproduksi dalam budaya komunikasi TikTok yang cepat, reaktif, dan bergantung pada respons kolektif warganet. Pada dimensi sosiokultural, komentar mencerminkan normalisasi penghakiman digital, bias standar kecantikan, pengaburan batas antara fakta dan rumor, serta relasi kuasa simbolik antara massa digital dan figur publik. Penelitian ini menyimpulkan bahwa perundungan digital terhadap figur publik merupakan praktik wacana yang membentuk makna sosial, mereproduksi relasi kuasa, dan menormalisasi kekerasan verbal di media sosial.
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