Self-Deprecating Cyberculture on TikTok: Experiences of Young Indonesians

Abstract

The TikTok self-deprecating (SD) cyberculture is built on the exchange of SD memes among users who deprecate aspects of themselves on a daily basis. Predominantly composed of young people, SD memes on Indonesian TikTok reflect discourses on the daily struggles faced by young Indonesians. To explore and categorize the discourses, our research conducted a 6-month virtual ethnography, analyzing 786 videos observed through a conditioned TikTok’s For You Page. This study disclosed persistent discourses in the lives of young Indonesians. The article further discusses the aspects that support TikTok’s SD cyberculture in revealing private struggles that young people might hesitate to share with whom they have daily interactions.