UNPACKING EDUCATIONAL CONTENT: A STRUCTURAL AND VALUE ANALYSIS OF CONTENT CREATORS' DELIVERY

This study investigates the structural elements and communication values present in educational content created by content creators, with a specific focus on TikTok videos. Using a qualitative research approach, particularly Qualitative Content Analysis (QCA), the study systematically examines selected educational videos to determine how content is structured and what educational values are embedded or lacking in their delivery. The analysis focuses on three major aspects: the presence and quality of structural components, namely the introduction, body, and conclusion; the application of communication values such as clarity, coherence, conciseness, completeness, correctness, courtesy, and concreteness; and the impact of content organization on learners’ comprehension and retention. Findings reveal that despite TikTok’s brevity and informal tone, most educational videos incorporate essential structural components that support effective learning. Introductions frequently use conversational hooks to establish context and capture attention, while the body presents ideas in a logical sequence supported by clear examples. Conclusions, although brief, often provide effective summaries or calls to action that reinforce key points. Additionally, the videos generally demonstrate strong adherence to communication values, making complex topics more accessible to learners. Content creators effectively balance conciseness with completeness, ensuring that essential information is conveyed without overwhelming viewers. The study concludes that well-structured and value-driven educational content enhances clarity, engagement, and retention, whereas videos that lack clear organization tend to result in fragmented understanding and reduced educational impact. These findings underscore the importance of intentional content design and contribute to the discourse on digital pedagogy by emphasizing the role of structured, value-oriented communication in maximizing the educational potential of short-form digital media.