Analisis Wacana Kritis Fairclough terhadap Konten Deinfluencing dan Influencing pada Akun Tiktok @faarsyazz (Periode Januari-Maret 2025). (Fairclough’s Critical Discourse Analysis on Deinfluencing and Influencing Content on the TikTok Account @faarsyazz (January–March 2025 Period)).

Firmansyah, Fery (2025) Analisis Wacana Kritis Fairclough terhadap Konten Deinfluencing dan Influencing pada Akun Tiktok @faarsyazz (Periode Januari-Maret 2025). (Fairclough’s Critical Discourse Analysis on Deinfluencing and Influencing Content on the TikTok Account @faarsyazz (January–March 2025 Period)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study explores the construction of deinfluencing and influencing discourse in the TikTok content of the account @faarsyazz during the period of January March 2025. TikTok serves as a unique discursive space that enables influencers to simultaneously promote consumption (influencing) and criticize overconsumption (deinfluencing). The aim of this research is to analyze how both discourses are constructed, and whether deinfluencing genuinely acts as resistance to capitalism or merely represents a form of reverse influencing. The method used is Norman Fairclough’s Critical Discourse Analysis (CDA), focusing on three dimensions: text, discursive practice, and social practice. The primary data consist of six TikTok videos (three influencing and three deinfluencing). The findings reveal that although deinfluencing appears as a critical narrative, it still operates within the capitalist logic by offering alternative consumption options. Thus, deinfluencing is not entirely opposed to influencing, but rather becomes a new communication strategy within the digital ecosystem that continues to support market sustainability.

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