Edukasi Parenting di Media Sosial (Analisis Isi pada Akun Influencer TikTok @rensia_sanvira)

TikTok is a social media that is used as an educational media, especially for millennial mothers to find information about parenting education, because based on a popomama.com survey, digital media is preferred to find content that contains parenting education messages. One of them is made by TikTok influencers on the @rensia_sanvira account. This study aims to describe how much content of parenting education messages delivered through video messages on the account. This research uses a descriptive type message content analysis method with a quantitative approach. The object of this research is video messages on the @rensia_sanvira account, by measuring the frequency of occurrence of audio (sentences) and visual messages (text highlights, expressions, scenes, illustrations, and emoticons) and tested for reliability using the Holsti and Scott Pi formulas. A total of 15 videos were taken through documentation data collection techniques with the population limitation of parenting educational videos uploaded in the period May 01, 2023 to May 31, 2024 and the number of viewers more than 250 thousand. It was found that the dominant message on the sub-topic of reflective relationships compared to positive discipline and effective learning, characterized by tips rather than tricks. In the content, authoritarian or permissive communication types are exemplified at the beginning of the video, then given tips and tricks to avoid them with authoritative communication types. It is hoped that future research will examine the impact of @rensia_sanvira's messages on her audience.