Feature Wars on Tik-Tok, Instagram, and Youtube: Media Hegemony VS. Cyber Society

Human life is becoming more technologically friendly, which has resulted in three social media platforms (TikTok, Youtube, and Instagram) being popular among the general public, and social media itself becoming a trend that must be owned by the community, with no age limit for utilizing social media. When TikTok's short video feature became popular, Instagram and Youtube quickly followed suit in order to capture the interest of the cyber community. The gramsci reading method is used in qualitative descriptive research. The data for this study came from the social media platforms Instagram, TikTok, and YouTube, which all have short video features. The hegemonic relationship in this study is more related to TikTok, Instagram, and Youtube corporate actions through the various features displayed, which has succeeded in forcing its users to follow whatever creations or feature limitations have been prepared by the three social media corporations. TikTok eventually achieved hegemony through the massive data set of TikTok users. The triggering reason for this reciprocal hegemony is capitalism. The philosophy of capitalism has opened the ground for the rapid growth of these three social media platforms that offer a similar and balanced cyber-social experience.