Representation and Reception of Betawi Cultural Identity in Sofwan Amin Content: Analysis of Digital Communication Perspectives

This research aims to analyze how Betawi cultural identity is represented and received in digital content created by Sofwan Amin. Using a qualitative approach and content analysis method, this study examines Sofwan Amin's short videos on Instagram and Tiktok social media Sofwan_Amin. Through the lens of representation theory and encoding-decoding (Stuart Hall), as well as the theory of use and gratuity, this study found that Sofwan Amin strategically constructed the meaning of Betawi through a combination of verbal and nonverbal elements, especially the use of humor and dialect. Reception analysis shows that most of the audience performs dominant-hegemonic decoding, accepting the meaning presented, while the audience's main motivation is entertainment and the search for identity. These findings affirm the role of content creators as agents of cultural dissemination and highlight the dynamics of cultural.