Efektivitas Relatif Konten TikTok dan Dampaknya terhadap Keterlibatan Sosial

Abstract

This study explores how effective TikTok content is in driving meaningful social engagement, while also considering potential negative impacts like the focus on superficial entertainment and the algorithm's tendency to prioritize sensational content. Based on a survey of 400 TikTok users in Indonesia, the results show that educational content is more successful at capturing attention and boosting social interaction compared to purely entertainment-focused content. Users who frequently watch educational videos tend to be more active in discussions and social actions. However, the longer someone uses TikTok, the more likely they are to engage, although this also increases the risk of addiction and polarization due to the algorithm presenting content aligned with their preferences. In conclusion, TikTok has significant potential to encourage positive social engagement, but efforts are needed to manage its negative impacts. With proper regulation and education, this platform can be used to strengthen social participation in a more balanced and responsible way.