1. Introduction to the "Sadbor Dance" Phenomenon on TikTok
The "Sadbor Dance" phenomenon on TikTok has captured public attention by becoming a trend involving groups of villagers doing live-streamed, quirky dances. This trend illustrates a shift from traditional activities to the digital world as a source of income. In this trend, villagers who previously worked as farmers or laborers now turn to TikTok, drawn by the ease and higher earnings they can achieve on the platform.
The trend of online begging through extreme actions like mud baths has existed for some time on TikTok, where users rely on tips or gifts from viewers who donate during live streams. These actions attract sympathy and interest but are often controversial, as some see them as a form of modern online begging.
2. Origins of the Sadbor Dance and Its Rise to Fame
The Sadbor dance actually started with a motion resembling a “pecking chicken,” which became popular through a content creator from Sukabumi named Gunawan, also known as Sadbor. This dance eventually went viral on TikTok, capturing the attention of both rural and urban communities and growing into a national phenomenon.
TikTok is well-known for accelerating content virality, and this includes trends like the Sadbor Dance. The live-streaming feature allows users to interact directly with audiences, and the concept of viewer donations pushes creators to produce unique content that captivates viewers.
3. From Farmers to Content Creators: Villagers’ Shift in Professions
Many villagers in Sukabumi, who once worked as farmers or laborers, are now shifting to content creation on TikTok. This change is largely driven by the economic challenges in agriculture, which often doesn’t provide stable income, whereas TikTok income can be earned much faster.
The economic draw toward TikTok reflects a broader transition to digital avenues that can provide a better income. Gifts from TikTok tips don’t just cover daily needs but can also significantly improve villagers’ lives, such as enabling them to renovate homes or pay off debts.
4. Earnings from TikTok and the Financial Appeal of Sadbor Dance
The financial appeal of TikTok is a major motivator for villagers switching professions. The average income from Sadbor Dance ranges from Rp 1 million to Rp 3 million per day, with monthly income potentially reaching tens of millions. With numbers like this, Sadbor Dance has become a much more promising source of income than farming.
These large earnings encourage more villagers to participate in the Sadbor Dance, especially those experiencing economic difficulties. The phenomenon is seen as a practical solution that can quickly change lives in rural areas.
5. The Role of Viewer Donations and Online Gambling Affiliates
Viewer donations, known as “gifts,” that fund these live streams are often suspected to come from online gambling affiliates who donate large sums as a marketing strategy. The presence of gambling affiliates on this platform raises ethical and legal concerns, especially given TikTok’s many young users who may be negatively impacted by these influences.
The suspected involvement of online gambling affiliates in the Sadbor Dance trend raises concerns that the platform is being used as a covert promotional arena, posing risks for teenagers and children.
6. Hidden Marketing Strategies by Online Gambling Affiliates on TikTok
Online gambling affiliates use covert marketing tactics by donating large sums during live streams to draw public interest. This strategy creates intrigue, as the donors appear wealthy and extravagant. As a result, many viewers become curious and eventually investigate the identity of the donor, only to find out they are linked to online gambling.
Although TikTok's user base is largely teens and children, this marketing strategy remains in use, assuming that early exposure can create long-term interest.
7. Digital Economy’s Impact on Rural Communities
The growth of the digital economy provides significant opportunities for rural communities to earn income. Platforms like TikTok offer anyone a chance to become a content creator and earn money through live streaming. This shows how the digital sector can help rural communities adapt to the new creative economy era.
The Sadbor Dance phenomenon offers a clear example of economic shifts at the village level, where the digital sector can provide more stable and immediate financial solutions for people struggling to make a living.
8. Social Perspective: Digital Status and New Identity
The Sadbor Dance phenomenon not only affects the economy but also social dynamics. Villagers who were previously unknown now gain digital status through popularity on TikTok. As followers and viewers grow, they receive recognition, appreciation, and a new identity in the online world.
Many villagers feel valued and respected for the first time in this digital community, forming a new self-image as they embrace their newfound status as popular figures on social media.
9. The Sadbor Dance Controversy: Entertainment or Online Begging?
A key controversy surrounding Sadbor Dance is whether it’s purely entertainment or a modern form of online begging. On the one hand, TikTok live streams are seen as a means of self-expression and entertainment for villagers, and gifts from viewers reflect their enjoyment and appreciation.
From another perspective, this action could be seen as a form of self-exploitation. Since participants only perform when gifts are given, similar to online begging. Historically, online begging is known to exploit others’ empathy, using pitiable conditions to encourage donations.
The question remains whether Sadbor Dance truly represents entertainment or merely a form of digital panhandling.
10. Collective Behavior Theory and TikTok in Rural Society
The Collective Behavior Theory by Gustav LeBon may help us understand the trend. According to LeBon, individuals often adopt group norms or behaviors when they feel connected to a larger group. In the case of Sadbor Dance, when a few villagers began TikTok live streams and earned considerable income, others naturally followed, driven by a sense of community and the hope of similar financial gains.
This theory explains how collective trends like Sadbor Dance can emerge, showing how one individual’s success in new opportunities influences others in the same community to participate.
11. Humor in the Sadbor Dance and Its Impact on Viewers
The humor behind the Sadbor Dance plays a big role in its appeal. The performance taps into an aspect of humor that often stems from absurdity, with unusual dance moves that captivate viewers. Philosopher Henri Bergson believed that humor arises from the incongruity between what’s expected and what actually occurs, which aligns with viewers’ reactions to the unusual dance style.
Viewers’ enjoyment of the quirky dance moves often prompts them to donate, turning TikTok live streams into a form of mutual entertainment and reward.
12. Government Response to the Online Begging Phenomenon
Addressing the trend of online begging and digital exploitation, there’s a need for government policies to prevent exploitation and ensure the well-being of rural citizens. The government’s failure to provide farmers with a stable income has been a driving factor in their migration to digital platforms like TikTok.
If the government can address the economic pressures on farmers, villagers might have less need to seek income from activities seen as exploitative.
13. Challenges in the Agricultural Sector and Implications for Job Migration
Several factors contribute to farmers switching professions, including low and unstable earnings, dependence on weather conditions, and fluctuating market prices. Farmers often struggle to cover daily expenses, leading many to seek new ways to make a living.
The agricultural sector’s economic struggles highlight the difficulties of rural life and show why villagers may see TikTok live streaming as a more viable and sustainable source of income.
14. Risks of Online Gambling on TikTok and Its Influence on Teenagers
The risk of gambling on TikTok is significant due to the platform’s high number of young users. The online gambling industry has reached users under age 18, and the trend of Sadbor Dance highlights the need for awareness and stricter parental supervision on social media.
Parental guidance and government intervention can help protect young users from being influenced by gambling promotions masked as large donations during live streams.
15. Conclusion and Recommendations
The Sadbor Dance phenomenon highlights a shift from traditional work to the digital economy, where rural communities are drawn by the potential of quicker, higher earnings. However, this shift also raises issues around social norms and exploitation, especially concerning online gambling and the risk to young users.
The government, media, and the public must respond thoughtfully to this phenomenon to protect vulnerable communities and encourage responsible social media use. As a society, understanding the opportunities and risks of the digital economy is crucial to managing its impact on both individual lives and social norms.
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