Indonesia’s digital ecosystem now accounts for (APJII, 2025). Within this landscape, youth sub‑cultures rapidly generate “viral micro‑rituals” that blend consumption, performance, and emotion. One such practice— Remas Susu Sambil Mendesah (literally “mixing milk while sighing”)—has become a recognizable meme across TikTok, Instagram Reels, and YouTube Shorts.
| Theme | Core Contributions | Relevance to Remas Susu | |-------|-------------------|------------------------| | | Shifman (2014); Milner (2016) – memes as “cultural units” that circulate affective meaning. | Positions Remas Susu as a meme‑ritual that encodes collective sentiment. | | Affective Labor in Social Media | Raley (2020); Duffy (2022) – performers sell emotional labor for visibility. | Highlights how the sigh (“mendesah”) functions as a performative affect. | | Youth Consumer Identity | Kozinets (2015); Lee & Lee (2021) – brand‑community bonding via participatory consumption. | Explains the status‑signaling role of dairy‑brand affiliation. | | Micro‑Influencer Marketing | De Veirman et al. (2022); Godey et al. (2023) – authenticity vs. commercial pressure. | Provides framework for analyzing creator‑brand collaborations in the trend. | | Indonesian Pop‑Culture & “Cute” Aesthetics | Hidayat (2020); Kurniawan (2024) – “kawaii” adaptation in local contexts. | Connects the visual pastel aesthetic to broader “cute” (cute51) sensibility. | | Theme | Core Contributions | Relevance to
Breast milk is often referred to as liquid gold due to its numerous benefits for babies. Some of the advantages of breastfeeding include: | Highlights how the sigh (“mendesah”) functions as