The Presentation Strategies of Karen Ethnic Ideology as Manifested on the Luk Karen Facebook Page
Keywords:
Facebook, Karen Ethnicity, Ideology, Presentation Strategies, Social MediaAbstract
This research aims to study the strategies of Karen ethnic ideologies that appear on social media. Using a qualitative research methodology based on the analysis of the contents of 264 video clips published between January 1 to December 31, 2024 on the Luk Karen Facebook page.
The study found that the presentation of Karen ethnic ideology utilizes four main strategies: 1) Titling: using 6 titling techniques, which are referencing characters and their personalities, specifying locations and contexts-based tilting, reflecting the story's core theme and core idea, using wordplay and creating interest, posing questions to arouse curiosity, and using straightforward titles. 2) Storytelling: The videos have a clear three-part structure (beginning, middle, and end) emphasizing activities of daily life and natural scenes, and temporal cycles. Ideology is interwoven through flat characters to reflect Karen values. 3) Use of illustrative imagery: Imagery is presented through three dimensions: economic aspects, rituals and beliefs, and essential factors for living. 4) Use of symbols: Symbols appeared through clothing, food, language, and daily life and household items to communicate Karen ethnic ideology.
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