Rika Kartika, Gustianingsih, T. Silvana Sinar, Amrin Saragih, Mulyadi, Dwi Widayati
This study investigates how Indonesian regional dialects function as digital capital in the TikTok cultural communication ecosystem. Using a multi-case study approach with an exploratory design, we analyzed five TikTok videos from creators representing four major Indonesian dialects: Sundanese, Batak Medan, Minangkabau, and Javanese. Data collection included quantitative engagement metrics (views, likes, comments, shares, engagement rate) and qualitative linguistic analysis through full transcription and dialect coding. The research employed descriptive analysis, comparative crosscase analysis, qualitative content analysis, and digital ethnography. The results revealed significant findings: (1) dialect variation manifests strategically across lexical, phonological, syntactic, and pragmatic dimensions, with creators adapting usage for specific communicative purposes; (2) an exploratory correlation analysis (r=0.64) suggests a tentative positive trend between dialect intensity and engagement levels, although these findings are interpreted as indicative rather than confirmatory due to the limited sample size; (3) creators employ a variety of communication strategies-nostalgia, humor, education, promotion, and call-to-action-by integrating dialect variations to maximize cultural resonance; (4) cultural values dominate the lexical distribution (frequency=15, priority score=75), indicating the centrality of cultural themes in communication strategies. This study shows that regional dialects serve as symbolic capital in the digital space, enhancing emotional connection and cultural identity while creating an engagement paradox: authentic cultural content attracts higher levels of interaction despite its lower reach. The findings contribute to digital sociolinguistic theory and provide practical insights for language policy, content creation, and cultural preservation initiatives in the digital age. © Rika Kartika, Gustianingsih, T. Silvana Sinar, Amrin Saragih, Mulyadi, Dwi Widayati, Studies in Media and Communication. This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).
Universitas Sumatera Utara, Sumatera Utara, Medan, Indonesia; Universitas Negeri Medan, Sumatera Utara, Medan, Indonesia
