The Phenomenon of Media Virality Formula in Budi Pekerti Movie

A Semiotic Analysis Study

Abstract

Nowadays many people are competing to be in the spotlight of public conversation by making various efforts. This phenomenon is called viral. Social media also supports user content to achieve virality, so there are celebrities who go viral because of idle content such us, Fadil Jaidi/@fadiljaidi, Fujianti/@fuji_an, and Awkarin/@awkarin. Therefore many people want to go viral to get sponsorship cooperation and get brand endorsements. The movie Budi Pekerti also illustrates the phenomenon played by characters who show their desire to achieve virality through social media. It provides insight for researchers to develop a virality formula based on observations from the movie. The researcher used a qualitative method, Pierce’s semiotic theory, with the aim of finding the formulas and impacts of virality in the Budi Pekerti movie. The researcher found that the results of content characteristics that can make viral in Budi Pekerti Film, are creating extreme content, random, sadfishing, remix, meme parody, and provocative content, so that it has an impact on the victim’s emotions, social sanctions for victims, financial impact, physical pressure, and canceling culture.

Keywords: Content, Formula, Media, Virality.