Who doesn’t know sawer? Yes! The ancient culture of the archipelago in which the audience shares money with the performer for the entertainment provided. Apparently, this activity is still often practiced and thanks to the inevitability of digitalisation, a new variant of online sawer has emerged, utilising the commodification of social media features as the most affordable communication medium for all. One such application is in the form of gift live streams on the TikTok platform.
The new features pioneered by TikTok make it a platform that is loved by a wide audience. Unlike Youtube which relies on income from advertisements or Instagram from product endorsements, content creators on TikTok can get ‘paid’ directly from gifts given by the audience. Indonesia alone is second with 99.07 million active TikTok users with an average time of 23.1 hours per month (Statista, 2022). It is not surprising that people often utilise the TikTok platform to earn income through its various contents. Content that sells sadness and compassion such as mud baths, bribing babies with food, parents as visualisation streamers, and many more can earn hundreds of thousands to millions of rupiah.
The Student Creativity Programme (PKM) became a bridge for UGM students to research this phenomenon. Departing from the unrest over the normalisation of TikTok live stream content that absorbs sympathy into a source of wealth, this social humanities research is coordinated by Bulan Churniati (English Literature, 2021) with multidisciplinary personnel from various backgrounds, namely Zahra Hafizha Rahma (Communication Science, 2021), Regan Alim Tsaqif (Psychology, 2022), Aisyah Azka (Geography, 2020), and Faruq Saifudin Nurrohman (Animal Husbandry, 2021) and Syaifa Tania, S.I.P., M.A. as an accompanying lecturer. The primary data collection process in this study was through a survey with 401 people. Then based on the heterogeneity of the answers, 5 people were selected to take part in offline Focus Group Discussions and 3 online interviews to adjust the distribution.
Online sawer behaviour through the gift feature on the TikTok platform is one form of gift giving behavior that develops on social media and is an important part of this research which is interesting to study and analyse in relation to other phenomena found in this behaviour. The aspects studied in this research regarding gift giving behaviour include orientation, bonding value, and generalised reciprocity. Regarding the orientation aspect, 303 respondents gave gifts according to their wishes as viewers of “sawer online” live streaming content. This is in line with respondents’ answers regarding the equivalence of gifts given with the actions of live streamers, the majority or 258 respondents answered commensurate. Self-directed gift giving behaviour can be based on the thought that it will be commensurate with the actions of the live streamer. In the end, it can be concluded that live stream content should be gifted if it can entertain, have an impact on the giver, and the content is something that is worth gifting with or without a request from viewers.
The research that was conducted did not only stop at the act of searching, but also spreading what needed to be spread – understanding the public about this phenomenon. Therefore, the PKM RSH Sawer Online team also has various social media that contain education and recommendations for the public to sort out their watching. Hopefully, after this programme is completed, there will be many other programmes that are influenced to invite the public to be perception literate.
