PERAN MEDIA SOSIAL DALAM PERUBAHAN SOSIAL BUDAYA MASYARAKAT DESA BOJONGKEMBAR KABUPATEN SUKABUMI (Studi Kasus Fenomena Viral Joget Sadbor di Tiktok)FriskaNovelianaauthorThis study aims to understand how the social media platform TikTok, particularly through the Joget Sadbor phenomenon, influences communication patterns, cultural shifts, and social habits within the community of Bojongkembar Village. Using a qualitative approach and a case study method, data were collected through in-depth interviews, field observations, and documentation of TikTok activities involving local residents. The informants consisted of content creators, TikTok users, and community leaders. The findings indicate that TikTok serves as a new space for interaction, shaping the way residents communicate both directly and through digital features such as comments and live broadcasts. The Joget Sadbor trend fosters a sense of togetherness, increases community participation, and creates local entertainment that strengthens social cohesion. The content produced also contributes to showcasing the village’s identity and daily life to a wider audience. However, the study also identifies several concerns, including increased screen time among children and worries about potential shifts in local norms and propriety. Overall, TikTok plays a significant role in forming new communication practices and cultural expressions that blend digital creativity with the social life of rural communities. TikTok, Joget Sadbor, digital communication, social change, local culture.Science JournalismCommunication (General)2026UNIVERSITAS SULTAN AGENG TIRTAYASA;ILMU KOMUNIKASIThesis