Discourse Analysis in 'Tiktok Poison' Content on Product Reviews

This study aims to analyze the narrative strategy in the “TikTok poison” content and reveal how the discourse reflects and shapes the ideology of consumerism in the digital era. The approach used is qualitative with the Critical Discourse Analysis (CDA) method of Norman Fairclough's model, which includes three dimensions: text analysis, discursive practice, and social practice. Data were obtained from two TikTok product review videos. The results of the study show that the narrative strategy in the content is formed through persuasive language, attractive visuals, and audio that supports the emotional atmosphere. Creators position themselves as trusted authorities, while audiences tend to show consumptive responses both explicitly and implicitly. The discourse of “TikTok poison” represents the ideology of consumerism formed through popular narratives, digital trends, and impulsive shopping habits. Thus, product review content on TikTok is not only a medium of entertainment, but also a space for the production of discourse that influences the consumer behavior of society, especially the younger generation.