Jurnal Komunikasi dan Bisnis

Vol. 13 No. 2 (2025): November 2025 - April 2026
Articles

Discourse Production of #KaburAjaDulu on TikTok: A Critical Discourse Analysis of Awbimax Content

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  • Sitti Amar Azizyah Puthe Taliu,
  • Filosa Gita Sukmono
Sitti Amar Azizyah Puthe Taliu
Universitas Muhammadiyah Yogyakarta
Filosa Gita Sukmono
Universitas Muhammadiyah Yogyakarta
DOI: https://doi.org/10.46806/jkb.v13i2.1863

Published 2026-05-26

Keywords

  • critical discourse analysis,
  • #KaburAjaDulu,
  • TikTok,
  • digital nationalism,
  • migration discourse

How to Cite

Taliu, S. A. A. P., & Sukmono, F. G. (2026). Discourse Production of #KaburAjaDulu on TikTok: A Critical Discourse Analysis of Awbimax Content. Jurnal Komunikasi Dan Bisnis, 13(2), 205–225. https://doi.org/10.46806/jkb.v13i2.1863

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Abstract

The #KaburAjaDulu hashtag on TikTok reflects a form of digital social criticism expressed by Indonesian youth toward socio-economic and political conditions in Indonesia. This discourse represents disappointment with economic inequality, public services, and declining trust in state institutions, while positioning migration as a rational response to uncertainty. This study aims to analyze how the #KaburAjaDulu discourse is constructed through Awbimax’s TikTok content using Fairclough’s CDA approach. This research employs a qualitative method by examining five purposively selected TikTok videos uploaded between October 2023 and February 2025. Data were collected through non-participant observation of video narration, captions, hashtags, visual elements, and audience comments. The analysis was conducted through three dimensions of CDA: textual analysis, discursive practice, and sociocultural practice. The findings show that the discourse is constructed through confrontational yet relatable language, casual visual representation, and repetitive narratives that normalize escapism as a rational individual choice. Socioculturally, the discourse reflects a shift from collective nationalism toward pragmatic individualism and reveals a growing crisis of trust between citizens and the state in the digital era.

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