PEMAKNAAN FESYEN OOTD DI TIKTOK OLEH MAHASISWA ANTROPOLOGI BUDAYA ANGKATAN 2021: ANALISIS SEMIOTIKA KONSUMERISME DAN FOMO DI ISBI BANDUNG · Online Repository

Rights Holder

ISBI

Creator

ESMERALDA LIDYANTI

Title

PEMAKNAAN FESYEN OOTD DI TIKTOK OLEH MAHASISWA ANTROPOLOGI BUDAYA ANGKATAN 2021: ANALISIS SEMIOTIKA KONSUMERISME DAN FOMO DI ISBI BANDUNG

Abstract

Penelitian ini membahas pemaknaan fesyen Outfit of The Day (OOTD) di
TikTok oleh mahasiswa Antropologi Budaya angkatan 2021 ISBI Bandung dengan
menyoroti keterkaitannya dengan konsumerisme dan fenomena Fear of Missing
Out (FOMO). Fokus kajian terletak pada bagaimana tanda-tanda fesyen dalam
konten TikTok dibaca pada tingkat denotasi dan konotasi, serta bagaimana tanda
tersebut kemudian membentuk mitos dan menjadi dasar konstruksi identitas budaya
di ruang digital. Pendekatan yang digunakan adalah kualitatif deskriptif dengan
teknik pengumpulan data melalui wawancara mendalam, observasi, serta
dokumentasi konten TikTok, yang kemudian dianalisis menggunakan teori
semiotika Roland Barthes dan teori konsumerisme Jean Baudrillard serta konsep
FOMO. Hasil penelitian menunjukkan bahwa gaya-gaya seperti streetwear,
vintage, Korean look, casual minimalis, dan soft-girl aesthetic dimaknai tidak hanya
sebagai pilihan estetika, tetapi sebagai simbol identitas dan sarana memperoleh
validasi sosial di TikTok. Fesyen OOTD berfungsi sebagai sistem tanda yang
menegosiasikan citra “keren”, “unik”, “elegan”, “simpeI tapi stylish”, dan “feminin
serta ceria”, yang dinaturalisasi sebagai sesuatu yang wajar melalui repetisi visual
di platform tersebut. Temuan lain memperlihatkan bahwa FOMO berperan sebagai
dorongan psikologis yang membuat mahasiswa merasa perlu mengikuti tren fesyen
TikTok agar tidak tertinggal secara sosial, sehingga memicu praktik konsumerisme
simbolik di mana pakaian dibeli dan digunakan lebih karena nilai tandanya daripada
fungsi. Dengan demikian, fesyen TikTok menjadi arena penting bagi mahasiswa
Antropologi Budaya ISBI Bandung dalam membangun, menegosiasikan, dan
merepresentasikan identitas budaya mereka di tengah dinamika budaya digital
kontemporer.

This research examines the meaning of Outfit of The Day (OOTD) fashion on
TikTok among 2021 cohort Cultural Anthropology students at ISBI Bandung, with
a specific focus on its relationship to consumerism and the phenomenon of Fear of
Missing Out (FOMO). The study focuses on how fashion signs that appear in
TikTok content are interpreted at the denotative and connotative levels, and how
these signs then construct myths and become the basis for the construction of
cultural identity in digital spaces. This research uses a descriptive qualitative
approach, with data collected through in-depth interviews, observation, and
documentation of TikTok content, which are then analyzed using Roland Barthes’
semiotic theory, Jean Baudrillard’s theory of consumerism, and the concept of
FOMO. The findings show that styles such as streetwear, vintage, Korean look,
casual minimalist, and soft-girl aesthetic are understood not only as aesthetic
choices but also as symbols of identity and as a means of obtaining social validation
on TikTok. OOTD fashion functions as a sign system that negotiates images of
being “cool,” “unique,” “elegant,” “simple but stylish,” and “feminine and
cheerful,” which are naturalized as something taken-for-granted through visual
repetition on the platform. The study also finds that FOMO acts as a psychological
drive that makes students feel the need to follow TikTok fashion trends so as not to
be left behind socially, thereby encouraging practices of symbolic consumerism in
which clothing is bought and worn more for its sign value than for its practical
function. Thus, TikTok fashion becomes an important arena for Cultural
Anthropology students at ISBI Bandung to construct, negotiate, and represent their
cultural identities amid the dynamics of contemporary digital culture.

Description

Peprpustakaan Pusat

Date

2025

Has Part

antropologibudaya