REPRESENTATIONS OF PEMPEK PALEMBANG IN TIKTOK CONTENT UNDER THE HASHTAG #PEMPEKPALEMBANG: A QUALITATIVE CONTENT ANALYSIS

Abstract

This study aims to analyze the representation of Palembang pempek in TikTok content using the hashtag #pempekpalembang. Pempek, as an iconic culinary dish of South Sumatra, not only has a gastronomic dimension but is also a symbol of local cultural identity. The study used a qualitative approach with content analysis methods. Data were collected through digital observation, visual documentation, and literature review of TikTok content with the hashtag #pempekpalembang. The theoretical framework used includes Stuart Hall's theory of representation, cultural gastronomy, cultural digitalization, and identity construction on social media. The results found three dominant patterns of pempek representation on TikTok: (1) pempek as a symbol of culture and pride in local identity, (2) pempek as a digital business opportunity exploited by MSMEs through narrative branding and storytelling strategies, and (3) TikTok as a two-way interaction space between sellers and consumers that builds trust and strengthens pempek's image as a culinary heritage. This study concludes that TikTok has transformed pempek from a local commodity into a growing digital gastronomic asset while carrying the value of collective memory and cultural identity.