PEMBENTUKAN IDENTITAS DIGITAL ANGGOTA DIGITAL TEAM UMM MELALUI PENGGUNAAN BAHASA CAMPURAN (INDONESIA-INGGRIS) PADA KONTEN TIKTOK PRIBADI

This study aims to identify and analyze the self-presentation strategies employed by content creators from the University of Muhammadiyah Malang (UMM) Digital Team through the use of mixed language (Indonesian-English) in TikTok content.
This study employed a qualitative approach with descriptive research and a case study method. Data collection was conducted through in-depth interviews with UMM Digital Team members and documentation of TikTok content uploaded by research informants. Data analysis employed the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing.
The results indicate that the use of mixed language (Indonesian-English) is utilized as part of a self-presentation strategy to build a certain impression with the audience. The use of mixed language is found in video narratives and captions and is used to project a modern, communicative, creative image, and closely aligned with the characteristics of a student audience. In addition to serving as a means of conveying information, mixed language also serves as a medium for content creators to manage impressions and build a digital identity on the TikTok platform. Through the use of mixed language, content creators attempt to balance their role as representatives of educational institutions with the demands of more relaxed and interactive digital communication. Research findings indicate that self-presentation strategies through the use of mixed language help content creators build rapport with their audiences while strengthening the digital identity displayed in their TikTok content.