Jurnal skripsi

• GEMA FARAS KHARISMA
• 2025

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This study aims to analyze the interactive communication strategies implemented by the host of the TikTok account @Melovalo during game live streaming sessions. The research background stems from the development of social media, which has transformed communication patterns into two-way, real-time, and participatory exchanges. TikTok, as one of the most popular platforms in Indonesia, offers a live streaming feature that enables direct interaction between the host and the audience. Using a qualitative approach and case study design, this research adopts a constructivist paradigm to understand the meanings constructed through digital interaction. Data were collected through participatory observation, in-depth interviews, and digital documentation. The analysis refers to Erving Goffman’s dramaturgical theory to examine impression management through the concepts of front stage and back stage. The findings reveal that the host employs a combination of verbal, non-verbal, and TikTok’s interactive features (comments, gifts, polls) to foster emotional closeness, maintain audience attention, and build a loyal virtual community. These strategies serve not only as entertainment but also in building a consistent digital identity. The study contributes to digital communication scholarship, particularly in understanding interactive communication practices in the new media era, and serves as a practical reference for content creators in managing audience relationships.

• Live streaming
• host
• tiktok.

https://repository.bsi.ac.id/repo/75422/Jurnal-skripsi
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