Departement of Indonesian Laguange and Literature, Universitas Airlangga
Human life is becoming more technologically friendly, which has resulted in three social media platforms (TikTok, Youtube, and Instagram) being popular among the general public, and social media itself becoming a trend that must be owned by the community, with no age limit for utilizing social media. When TikTok's short video feature became popular, Instagram and Youtube quickly followed suit in order to capture the interest of the cyber community. The gramsci reading method is used in qualitative descriptive research. The data for this study came from the social media platforms Instagram, TikTok, and YouTube, which all have short video features. The hegemonic relationship in this study is more related to TikTok, Instagram, and Youtube corporate actions through the various features displayed, which has succeeded in forcing its users to follow whatever creations or feature limitations have been prepared by the three social media corporations. TikTok eventually achieved hegemony through the massive data set of TikTok users. The triggering reason for this reciprocal hegemony is capitalism. The philosophy of capitalism has opened the ground for the rapid growth of these three social media platforms that offer a similar and balanced cyber-social experience.
Popular culture has evolved into a prima donna that many people admire and emulate. The public's interest in what is "trending" has risen dramatically [1] (Esterlin et al, 1991). People are becoming more interested in following "viral" and well-known things [2, 3] (Berger, 2016; Rawi, 2019). Life becomes a form of cultural industrialization that lives in an industrial society, such that popular culture and industrialized culture are the same [4] (Fiske, 2011, p. 30). The media is one that smoothes something's appeal. The media is a close-to-the-people communication instrument accompanied by technology [5] (Nasrullah, 2017, p. 3). Hijavard [6] (2014) defines media as a social agent that influences all aspects of people's social lives. Media that is developing and producing new media as a result of the regeneration of print and electronic media [7] (Manovich, 2002). New media that has come to be associated with the millennial generation [8, 9] (Simanjorang et al., 2022; Arviani, 2020) Cultural adaptability, social transformation, economic growth, and even politics are all affected by the advent of new media [10] (Duffy, 2008). The millennial generation is now beginning to grow, develop, and even live with new media characteristics [11] (Kircaburun, 2020). More open, hyper-interactive, equal, linked, data-rich, and replete with artificial engineering or manipulation. (Syahputra, p. 47, 2019).[12] People can utilize social media platforms such as Youtube, Instagram, and TikTok to demonstrate their independence and existence in cyberspace [13, 14, 15, 16] (Marsiana et al, 2022; Prabandari, 2020; Scharlach et al, 2023; Mishra et al, 2022). As a result of the increase in users, monetization in social media is an attractive feature for users. Youtube can be used to monetize material by accumulating Google Adsense revenue based on the number of visitors to the user's channel [17, 18] (Katsimente and Eldas, 2020; Ha, 2019). It's the same with Instagram and TikTok, which follow the same monetization model as YouTube [19] (Wang, 2021). Based on data provided by katadata.co.id, TikTok has overtaken YouTube's monthly income in just four years. TikTok users outnumber Instagram users not only in terms of money, but also in terms of number, with 934.6 million members as of November 2020. TikTok app users who have downloaded it 30.7 million times spend 29 minutes each day watching 100 TikTok videos. The most watched content is entertainment and dancing, with 443.3 billion and 150.3 billion viewers respectively in June 2020. Nonetheless, viewers continue to watch other video content such as pranks, sports, DIY, beauty, fashion, and food. TikTok's revenue is also 25% ahead of Youtube from April-December 2020 with a total of US$ 103 million per month, while Youtube with US$ 82 million per month in the same period. TikTok's monthly active users are 1.2 billion more than Instagram with 1 billion users, but the largest number of users is YouTube, with 2 billion. The users of the three social media have increased rapidly along with the presence of the Covid-19 pandemic that has hit the whole world, there are situations that have changed society to cyber society. New media emphasizes how social media construction contributes to human life as a whole. Cyber ??life illustrates that humans have a new life above the real life they live (Bungin, et.al, 2021). [20] Human life is now increasingly friendly with technology which has made three social media preferred by the public and even social media has become a trend that must be owned by the community with no age limit in using social media. In the end, the latest technological developments, namely information technology and cyberspace, have presented a new reality which is referred to as hyperreality and virtual reality. Media hyperreality actually develops when the media is controlled by two main interests, namely economic and political interests (Piliang, 135). [21] The competition between the three social media in updating their features will only be economic or political competition? How does the media mechanism exercise hegemony over tastes, satisfaction or pleasure features of cyber society?
METHOD
The descriptive qualitative approach was used in this study. The objective of a descriptive qualitative study is to reveal or gather information from research data as a whole and in depth. The data for this study came from the social media platforms Instagram, TikTok, and YouTube, which all have short video features. Instagram's rells feature, TikToK's video features, and Youtube shorts are all used. Researchers will apply Gramsci hegemony to examine how media hegemony affects the similarity of characteristics in social media.
Instagram, TikTok and Youtube
Social media is a type of media platform that focuses on user presence through facilitating activities and participation. As a result, social media can be viewed as an online facilitator that strengthens user relationships as well as social links [22, 23] (Baruah, 2012; Oksman et.al, 2014). Instagram's first feature was simply sharing photographs and videos, but it is now equipped with more advanced camera filters, camera effects that allow users to explore various facial forms, make-up, quizzes, music, and animation features [24, 25] (Efrida et.al, 2020 ; Araujo et.al, 2014). Instagram may activate GPS, which can identify location, and offers stories, which are brief films or photographs that can highlight daily activities with stickers and current music. [26] (Alfonso, 2019). There are other unique features in stories, such as the ability to share connections to WhatsApp, YouTube, Joox, Spotify, other Instagram users, and donation links.
Rima Firdaus*, Bramantio, Rizal Agung Kurnia, Feature Wars on Tik-Tok, Instagram, and Youtube: Media Hegemony VS. Cyber Society, Int. J. Sci. R. Tech., 2025, 2 (5), 384-392. https://doi.org/10.5281/zenodo.15425998
10.5281/zenodo.15425998
