MEDIA SOSIAL TIKTOK SEBAGAI MEDIA PENYAJIAN KONTEN EDUKASI (Analisis isi pada akun TikTok @micol_26)

Social media is currently a media that is in demand by the Indonesian people, one of them is TikTok social media. TikTok social media is no longer just a means to find entertainment, but also a medium to present educational content. Related this, of course, there are also more and more accounts on TikTok social media that present educational content, one of which is the TikTok account @micol_26. The @micol_26 account is one of the account that presents educational content on TikTok with 1.1M followers and currently the video has been liked by and currently the video has been liked by the audience of approximately 39.5M because of the uniqueness of its educational content and uniqueness.
This research uses a qualitative research approach with a descriptive research type. In addition, this research also decided to use data collection techniques by means of documentation and data analysis using content analysis in terms of describing the characteristics of educational content on the TikTok @micol_26 account. Not only that, the theoretical basis theory used in this research is the New Media Theory developed by Pierre Levy in accordance with his opinion about the media. Levy in accordance with his opinion regarding new media being one way of developing new knowledge.
The results of this study indicate that the eight educational content videos according to the categories that have been analyzed have several characteristics or dominant content of the TikTok account @micol_26. The characteristics or dominance of the content such as content duration of only 15 - 16 seconds each video, the presentation of educational content by Michelle Irwanto uses non-formal language, but with her elegant characteristics, and the dominance of the type of educational content presented by the TikTok @micol_26 account. this TikTok @micol_26 account is manner educational content which includes ways of behaving and interacting such as ethics or ways of interacting with others. This is also evidence of opinion of new media theory which has the ability to become a medium for developing new knowledge that we do not necessarily get from formal education.