Abstract

This study examines the construction of Ca Mau’s cultural image on TikTok in the context of digital communication. It employs qualitative content analysis and descriptive statistics to analyze 60 publicly available TikTok videos, drawing on three theoretical frameworks: cultural representation, place identity, and platform studies. The findings indicate that Ca Mau’s cultural image is primarily constructed through representations of natural landscapes, cuisine, cultural heritage, and traditional livelihoods. This image is also shaped by content creators, hashtags, and TikTok’s content distribution mechanisms. In addition, the study identifies an emerging expansion in representations of Ca Mau following the adjustment of its administrative boundaries. The findings contribute to a deeper understanding of how local cultural images are constructed on digital platforms and provide a useful reference for cultural communication and destination branding.

Keywords: Ca Mau, cultural image, digital communication, local identity, TikTok.