Analisis Naratif Video Viral: Elemen Digital Storytelling dalam Video Ulasan Destinasi Kuliner TikTok

Irma Nursubchiana Indah Iskandar(1*), Irwa Rochimah Zarkasi(2),


(1) Universitas Al-Azhar Indonesia
(2) Universitas Al-Azhar Indonesia
(*) Corresponding Author

Abstract


Keberadaan media sosial memainkan peran penting dalam industri kuliner karena dapat digunakan untuk mempromosikan wisata kuliner. Tiktok adalah salah satu media sosial yang banyak digunakan melalui unggahan video ulasan kuliner dan disukai banyak penggunanya karena dapat membantu mereka untuk melihat rekomendasi kuliner. Penelitian ini bertujuan untuk mengetahui penerapan elemen digital storytelling pada konten video ulasan tentang destinasi kuliner di Tiktok dan untuk mengetahui kesesuaian penerapan elemen berdasarkan teori paradigma naratif. Metode penelitian yang digunakan adalah metode analisis isi kualitatif. Obyek yang dipilih adalah video ulasan terhadap restoran Makan Bawah Pohon di Cibubur, yang memiliki keterlibatan audiens dan popularitas tinggi. Hasil penelitian ini, menunjukkan bahwa penerapan elemen digital storytelling pada konten video ulasan dapat menjadi pondasi dalam membentuk narasi yang sesuai dengan teori paradigma naratif. Dengan demikian, penggunaan elemen digital storytelling dapat menjadi rujukan bagi pembuat konten video ulasan untuk membuat narasi video sesuai kebutuhan audiens dan memiliki daya tarik yang lebih tinggi.

Kata Kunci – destinasi kuliner, digital storytelling, teori paradigma naratif


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DOI: http://dx.doi.org/10.36722/psn.v4i1.3532

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