Menjual Kedekatan: Relasi Parasosial dan Komodifikasi Intimitas dalam Live Shopping TikTok
DOI:
https://doi.org/10.55606/juitik.v6i2.2358Keywords:
Commodification Of Intimacy, Digital Communication, Discourse Analysis, Live Shopping, Parasocial RelationshipAbstract
The rise of live shopping on social media has transformed commercial interactions into staged performances of intimacy, where selling is no longer limited to products but extends to the strategic display of personal closeness. Expressions such as “dear,” “bestie,” and other affective phrases are not merely linguistic choices, but symbolic devices that construct an illusion of interpersonal relationships. In this context, the boundary between authentic interaction and persuasive strategy becomes increasingly blurred. This study aims to examine how parasocial relationships are discursively constructed through language in live shopping content. Employing a qualitative approach, this research utilizes discourse analysis to investigate sellers’ utterances during live streaming sessions on digital platforms. The data consist of recorded live sessions and their transcriptions, which are analyzed to identify linguistic patterns that signify intimacy. The findings reveal that personal address, emotional expressions, and simulated two-way interactions function as dominant strategies in fostering perceived closeness between sellers and audiences. These practices indicate the commodification of intimacy, where emotional connection is not only constructed but also strategically exploited as a persuasive mechanism to stimulate consumption. Thus, live shopping operates as a non-neutral communicative space, embedded with economic interests that are subtly framed through narratives of emotional proximity.
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