Orientasi Tindakan Sosial Pengguna pada Kolom Komentar Video Boikot Produk Israel di TikTok

Abstract

Abstract : The boycott of Israeli products on TikTok has generated diverse interactions in the comment sections. This study treats TikTok comments as meaningful social action and aims to identify users' orientations of social action using Max Weber's typology. Employing a qualitative netnographic approach, the study conducted non-participant observation of comments on four purposively selected TikTok videos; the data were analyzed through directed content analysis based on Weber's typology, namely wertrational, zweckrational, affectual action, and traditional action. The findings show that users' comments can be mapped onto these four orientations, which are driven not only by moral values but also by rational calculation and emotional expression. Moreover, the four orientations interact within a single comment space, so that the comment section functions as an arena where users construct and contest meaning about the boycott. Thus, TikTok comment sections should not be read merely as indicators of support or opposition, but as spaces of social action reflecting the diversity of users' meaning orientations.

Keywords: Boycott of Israeli Products; TikTok; Max Weber; Social Action; Netnography.