USD Conference Systems, UNDERGRADUATE CONFERENCE (UC) 2025

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ANALYZING TIKTOK VIDEOS ON SUSTAINABLE LIVING TIPS THROUGH MULTIMODAL DISCOURSE ANALYSIS
Berlian Ketty, Cici Junita

Last modified: 2025-06-06

Abstract


Tiktok, a popular platform nowadays, plays a significant role in spreading environmental awareness, especially among younger audiences. This study explores how sustainable living tips are presented through TikTok videos using a Multimodal Discourse Analysis (MDA) approach. The analysis focuses on how visual (composition, color, text overlays), auditory (music chosen, spoken language), and linguistic (lexicon, discourse structure) modes interact to understand how TikTok creators communicate eco-friendly practices on this platform. The data consists of 20 TikTok videos tagged with “sustainable living tips” to understand how creators use multimodal elements to deliver eco-friendly practices. Findings show that creators use engaging formats, visuals, and storytelling to effectively communicate sustainability messages. Call-to-action prompts in videos and captions further encourage audience interaction and participation. This study  asserts that TikTok offers a powerful and accessible tool for promoting sustainability and encouraging younger audiences to take more responsibility in protecting the environment and adopting sustainable practices.


Keywords


multimodal discourse analysis, sustainable living tips, tiktok