Volume 8, Issue 9, September – 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

The Influence of POV Trend as a Branding Image

Content Creator on TikTok
Baby Lisa Elvira1, Rima Firdaus2*, Adi Setijowati3
1.
Student at Departement of Indonesian Literature, Faculty of Humanities, Universitas Airlangga,
2*.3
Departement of Indonesian Literature, Faculty of Humanities, Universitas Airlangga,

Abstract:- On TikTok, there is a POV content trend or is supposed to understand the feelings or intentions that the
point of view, which is a phrase in Indonesian. The POV creator wishes to convey through the content. The creator
trend in the TikTok app appears to be a mimic of what wants the audience to think of themselves as creators in this
Jean Baudrillard refers to as reality. The POV trend has way.
unconsciously drawn in an unreal simulation. The
TikTok application is associated with a phenomena One of the catalysts for the creation of emerging trends
known as hyperreality. This study aims to answer the in society is the phenomena of consumerism society (Fatria
following research questions: How are TikTok content & Christantyawati, 2018; Ridwan et al., 2018). Trends in
makers analyzing POV developments from the social media are popular because they are simple to follow
perspective of Jean Baudrillard? The reasons behind the and spread swiftly in all circles (Adiarsi et.al, 2015). Tiktok
trending POV-themed content were discovered using a is a popular social networking platform in Indonesia (Dewa
qualitative descriptive study method and Jean and Safitri, 2021). According to Kompasdata (Galuh, 2023),
Baudrillard's simulacra and hyperreality investigations, the number of TikTok users in Indonesia was estimated to
namely: (1) engaging the viewers' emotions; (2) the be 113 million in April 2023. During that time span,
presence of special effects characteristics; and the Indonesia became the world's second largest Tik Tok user.
TikTok algorithm. According to Jean Baudrillard, Then, according to data kataid.co.id (Annur, 2023) Tik Tok
today's society lives in the guise of a fake reality users reached 109.9 million in February 2023, up from
influenced by technical sophistication, such as the roughly 13 million in April.
TikTok application with all of its capabilities.

Keywords:- Trend POV, TikTok, Simulacra Dan

Hyperreality, Baudrillard.

I. INTRODUCTION

The more advanced technology becomes, the more

people utilize social media to find information and entertain
themselves. To demonstrate society's existence, media
becomes branding (Setijowati & Firdaus, 2021; Firdaus,
Bramantio & Afdholy, 2023). Social media posts frequently
become trending among social media users (Jain et al, 2021;
Barnes, 2006; Herring and Kapidzic, 2015). TikTok is a
popular social media platform among the general public.
Scherr and Wang (2021); Yang and Ha (2021); Arkansyah
et al. (2021). According to Wijaya and Mashud's (2020)
TikTok is a Chinese social networking application and
music platform that was released in September 2016. Fig 1. Tik Tok User Data in Indonesia 2023
Source:
TikTok app users can make movies ranging in length https://databoks.katadata.co.id/datapublish/2023/02/27/indo
from 15 seconds to 5 minutes (Xu and Zhang, 2019; Yang et nesia-sabet-position-kedua-As-negara-pengguna-tiktok-
al., 2019; Dewi, 2021). It may make videos more terbanyak-di-dunia-pada-awal-2023.
entertaining by including elements such as special effects
and background music. This then promotes Tik Tok users' Based on the statistics shown above, the graph depicts
ingenuity to become content makers. It's no surprise that Indonesia's standing in relation to the United States. Trends
numerous types of uploaded content have become a trend in on TikTok are something that is not only practiced but also
the application. There is a POV or point of view content consumed by the public; TikTok's influence, particularly in
trend on TikTok, or the term in Indonesian is a point of the formation of certain trends, is very broad given the vast
view. The POV trend refers to the content's creator's point of number of TikTok users in Indonesia. (Fuaddah, Nurhaeni,
view (Dian on Narration.tv on April 12, 2023).The audience & Rahmanto, 2022; Haryanto, 2022). Many public TikTok

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ISSN No:-2456-2165
trends have been carried out, including the Bold Glamor II. METHOD
filter, Barbie, Aged, Lovely Dog, and Miley Cyrus filters.
TikTok users frequently utilize a number of slang phrases. The descriptive qualitative research method was
First and foremost, FYP, the #FYP hashtag, is used as a utilized in this study, and the results are presented in written
landing page. TikTok's algorithm will recommend to other form in the form of words, phrases, paragraphs, and even
users using FYP. Second, CEO, which stands for Chief paragraphs. The TikTok context in the shape of a POV trend
Executive Editor, is typically assigned to individuals who is the subject of this piece. The data source used in this
are experts in a specific topic or field. Third, POV, or Point study is primary data taken directly from the research object,
of View, is a word that is frequently used as a hashtag in namely the POV trend obtained on the TikTok application
videos to inform the audience that the video being watched on the accounts @clayre_prb, @bisrillhafii, @feliidebbii,
is from the reader's point of view. In other words, the @sptrakori_, and @englishwithk_.
audience feels as though they are experiencing or witnessing
the event depicted in the TikTok video. Pick Me Girl, The five TikTok accounts were selected because they
Chuaks, Glow Up, and Flex/Flexing are other phrases that frequently utilise POV trends in their TikTok posts. The
are commonly used in the TikTok app. followers of the five TikTok accounts total over 1,000, and
they are active in uploading POV trends. Secondary data is
Previous research by Abidin (2021) concentrated on also gathered from a variety of scientific literature such as
the internet and celebrities on TikTok, while Dias and journals, essays, and even theses whose research focus is
Duarte (2022) explored teens in Portugal who use TikTok. similar to the research being researched in this study.
The focus in this study is on Trend POV, which is related to
the creator's branding image. Aside from that, it appears that III. RESULT AND DISCUSSION
the POV trend on the TikTok program is a simulation of
reality, as Jean Baudrillard refers to it. Unknowingly, the  Identity and Pleasure and on TikTok
POV trend has locked it in an unreal simulation. The TikTok Trend POV refers to the creator's perspective on the
application is associated with a phenomena known as content (McGorry, 2022). It is believed that this content
hyperreality. Consumers who operate as subjects in the would be able to help the viewers understand the creator's
realm of hyperreality are herded into the experience of sentiments or objectives. Creators want the audience to see
hyperreality space with mixed experiences and the melting themselves as creators in this way (McGorry, 2022).
of reality into non-reality. This study seeks to formulate the According to Jean Baudrillard, today's society is a
following research questions using Jean Baudrillard's consumerist society (Baudrillard, 1998). Consumerist
perspective: How are TikTok content makers analyzing society tends to ignore use value and prioritize exchange
POV developments from the perspective of Jean value (Baudrillard, 1998). Consumerist society is vital to
Baudrillard? This is intended to be able to grasp the causes lifestyle through expressing oneself in various elements of
for trending this POV material in the TikTok application daily life. This is the same as pretending to be someone else.
from Jean Baudrillard's standpoint. As seen in the following two images.

Image 2. Image 3.
Upload of the TikTok account @clayre_prb Upload of the TikTok account @bisrillhafii

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ISSN No:-2456-2165
The two uploads appear normal at first glance because Friend: I observed your boy walking with a girl the other
they only include one individual talking to himself. Because day.
it is used in the TikTok application, the POV trend alters the
upload scenario. Uploads from the TikTok accounts Me: Oiya... before you know it, I know it. I already have
@claire_prb and @bisrillhafii can be described as a proof here. Friend: Wooooop
consumer society playing with identity by portraying two
persons with opposing viewpoints. Figure 2 depicts a (TikTok account @clayre_prb upload)
conversation between two individuals on the @clayre_prb
account. The POV used reveals the identity of the content The prominence of messages mocked by content
provider, ensuring that the TikTok audience sees and enjoys creators is one of the shifts that are currently taking place in
the content. a consumerist society. Based on the discussion above, the
premise is that it can invite the audience to engage and
Aside from that, content providers can have their involve their sentiments if they experience a similar
material become FYP or trending on TikTok, expanding occurrence. The audience is required to remain calm in the
their audience reach. The content creator's identity face of unexpected issues. Figure 2 depicts a similar point of
demonstrates that he can develop conversational material view trend. Figure 2's remark indicates that the creator
even when he is alone. The method in the above upload is wishes to express to the female audience that if an
accomplished by shifting the camera's point of view as if occurrence occurs in which a guy takes advantage of it, it is
there were two sides. This identity is enjoyed by content advisable to depart and forget about the man for wasting his
creators in order to demonstrate their existence, as well as time.
by the audience as a result of the information communicated
by content creators. The following is an excerpt from the Nonetheless, these two uploads appear unreal because
above-pictured conversation. the audience has not actually experienced them; however,
the creators are attempting to make the audience feel as
"From your point of view, when did you find out about your though this incident occurred in the audience's real life. That
boyfriend from your friends?" Friend: Hey, how's your is how simulacra and hyperreality research works
relationship going? (Baudrillard, 1998). The viewer is invited to feel as if they
are experiencing events that they may not actually be
Me: It's nothing, what's the problem? experiencing through POV content, and then invited to feel
the situation created by the content provider.

Picture 4. Upload the TikTok account @feliidebbii

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ISSN No:-2456-2165

Picture 5. Picture 6.
Upload the TikTok account @sptrakori_ Upload the TikTok account @englishwithk_

The usage of identity in making POV material is not face, making them look lovely, handsome, youthful, or old.
confined to one gender; content creators can be male or The following two images demonstrate this. 'The universe
female even if their original gender is different. For the and all of us,' argues Baudrillard, 'have entered live into
purpose of animating the role and displaying the TikTok simulation' (Baudrillard, 1998). This argument that we have
account's branding picture in order to entice the audience to entered an era of 'simulation' is one of Baudrillard's most
watch the material that is presented. Finally, makers renowned and contentious ideas. His concept of the
construct a universe that requires identity and pleasure for 'simulacrum' has since attracted a great deal of critical and
society. popular attention, becoming a widely used concept, widely
accepted by many academics and students as an invaluable
 Special Effects as Simulacra tool of cultural and media analysis; a catch-all term with
The TikTok application, as is generally known, has a cutting-edge kudos to be applied to all manifestations of our
special effect option that, when employed, may transform a image-society, as well as a fashionable trope for broadsheet
person into a different version of themselves. These special 'media' and 'culture' (Merrin, 2001).
effects can transform the contour or expression of a person's

Picture 6. Picture 7.
Upload the TikTok account @yochands Upload the TikTok account @idulbukanidoel

The two images above are from video uploads by the employs a special effect to modify his facial expression to
TikTok accounts @yochands and @idulbukidoel. Both of melancholy to match the theme of his content, which is
these accounts use special effects to make the creators about crying.
appear different from the original. TikTok creator
@yochands employs a particular effect that can change the According to the special effects function, the TikTok
form of his face (Wang et al, 2023; Yang et al, 2020; application presents an existence that exceeds one's essence
Warburton, 2022). This is done to make it appear as if the (Wijaya and Mashud, 2020: 180). The employment of the
content is being played by two different people. however special effects function allows for the coexistence of fake
only one person appears in the video (Wang et al, 2022). imaginations and authenticity. This is due to the fact that
The same can be said for the author of @idulbukidoel, who special effects bring forth the intended reality. Naturally,

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