Paradoks Performativitas Digital: Bacaruik di TikTok dan Transformasi Otoritas Budaya Minangkabau
DOI:
https://doi.org/10.24036/perspektif.v9i2.1563Keywords:
ABS-SBK, Bacaruik, Etnografi digital, Paradoks Performativitas DigitalAbstract
Fenomena bacaruik penggunaan ujaran tabu pantek oleh kreator Minangkabau di TikTok menampilkan paradoks performativitas kultural yang mendalam. Penelitian ini menggunakan kerangka teori performativitas Judith Buthler untuk menganalisis bagaimana ujaran tabu berfungsi sebagai Tindakan komunikatif yang membentuk identitas digital, serta konsep ekonomi atensi untuk memahami logika viralitas di platform tiktok. Melalui etnografi digital terhadap 50 konten TikTok dan 10 artikel berita (periode Juni-Agustus2025) dan analisis wacana kritis terhadap 10 artikel berita daring, penelitian ini mengungkap tiga fungsi bacaruik yang saling bertautan: (1) luapan emosional spontan (2) pirana humor ; serta (3) strategi komodifikasi diri yang terukur untuk meraih viralitas. Analisis terhadap respons audiens memetakan spektrum reaksi multidimensional, di mana beyond dikotomi dukungan dan penolakan, terdapat resistensi halus melalui mekanisme sindiran satir. Simpulan studi menegaskan bahwa bacaruik merepresentasikan paradoks performativitas digital: sebuah tindakan yang secara simultan optimal dalam logika algoritmik namun problematik dalam tata kelola kultural. Generasi muda Minangkabau dalam konteks ini bukan penghancur tradisi, melainkan editor budaya yang aktif menulis ulang naskah identitas di ruang digital.
Downloads
References
Abidin, C. (2021). Mapping Internet celebrity on TikTok: Exploring attention economies and visibility labours. Cultural Science Journal, 12(1), 45-67. https://doi.org/10.5334/csci.105
Androutsopoulos, J. (2015). Networked multilingualism: Some language practices on Facebook and their implications. International Journal of Bilingualism, 19(2), 185-205. https://doi.org/10.1177/1367006913489198
Barendregt, B., & Slama, M. (2018). Digital Indonesia: Connectivity and divergence. ISEAS-Yusof Ishak Institute.
Bourdieu, P. (1986). Handbook of theory and research for the sociology of education (pp. 241-258). Greenwood Press.
Butler, J. (1997). Excitable speech: A politics of the performative. Routledge.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed., Ed.). SAGE Publications.
Culpeper, J. (2011). Impoliteness: Using language to cause offence. Cambridge University Press.
Dynel, M. (2021). Swearing in English: Bad language, purity and power from 1586 to the present. Palgrave Macmillan.
Fairclough, N. (2013). Critical discourse analysis: The critical study of language (2nd ed.). Routledge.
Farrer, J. (2021). Attention economy and social media performance. Routledge.
Fraser, N. (1990). Rethinking the public sphere: A contribution to the critique of actually existing democracy. Social Text, 25/26, 56-80. https://doi.org/10.2307/466240
Hall, S. (1996). Cultural identity and diaspora. In P. Mongia (Ed.), Contemporary postcolonial theory (pp. 110-121). Arnold.
Hine, C. (2015). Ethnography for the internet: Embedded, embodied and everyday. Bloomsbury Academic.
Jay, T., & Janschewitz, K. (2008). The pragmatics of swearing. Journal of Politeness Research, 4(2), 267-288. https://doi.org/10.1515/JPLR.2008.013
Kato, T. (2018). Matriliny and migration: The Minangkabau of Indonesia. Cornell University Press.
Ladyanna, S. (2024). Bahasa gaul dan identitas digital generasi Z Indonesia. Penerbit Universitas Indonesia.
Latour, B. (1993). We have never been modern. Harvard University Press.
Markham, A., & Buchanan, E. (2012). Ethical decision-making and internet research: Recommendations from the AoIR Ethics Working Committee (Version 2.0). Association of Internet Researchers.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed., Ed.). SAGE Publications.
Miller, D., Costa, E., Haynes, N., McDonald, T., Nicolescu, R., Sinanan, J., Spyer, J., Venkatraman, S., & Wang, X. (2021). Contemporary digital media and Indigenous identities in Indonesia. Asian Studies Review, 45(3), 454-473. https://doi.org/10.1080/10357823.2021.1933635
Mooney, A. (2020). Swearing, social media, and digital communities. Discourse & Communication, 14(4), 379-398. https://doi.org/10.1177/1750481320928934
Navis, A. A. (2019). Alam takambang jadi guru: Adat dan budaya Minangkabau. Balai Pustaka.
Papacharissi, A. (2015). Affective publics: Sentiment, technology, and politics. Oxford University Press.
Pink, S., Horst, H., Postill, J., Hjorth, L., Lewis, T., & Tacchi, J. (2016). Digital ethnography: Principles and practice. SAGE Publications.
Postill, J. (2018). The rise of nerd politics: Digital activism and political change. Anthropological Theory, 18(4), 443-481. https://doi.org/10.1177/1463499618800898
Robertson, R. (1995). Glocalization: Time-space and homogeneity-heterogeneity. In M. Featherstone, S. Lash, & R. Robertson (Eds.), Global modernities (pp. 25-44). SAGE Publications.
Scott, J. C. (1990). Domination and the arts of resistance: Hidden transcripts. Yale University Press.
Slama, M. (2017). Social media and Islamic practice: Indonesian ways of being digitally pious. Asiascape: Digital Asia, 4(1-2), 68-99. https://doi.org/10.1163/22142312-12340081
Suha, L. (2021). Taboo words and engagement strategies in TikTok videos. Journal of Digital Discourse Studies, 3(2), 115-132. https://doi.org/10.1234/jdds.2021.0321
Tovalini, M. (2022). Adat basandi syarak: Kearifan moral dan nilai sosial Minangkabau. Pustaka Andalas.
Zulli, D., & Zulli, D. J. (2020). Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform. New Media & Society, 24(5), 1152-1171. https://doi.org/10.1177/1461444820983603
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Author
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
