If a fair proportion of the mainstream legacy media were to be believed, TikTok represents a very real threat to our children. In reality though, anyone that’s ever spent even a little time scrolling through the app will tell you it is, in essence, just a content delivery platform and we all know it’s not the platform that twists the minds of our youth, it’s the content, right?
There are two factors at play that, I think, cause people of my (millennial) generation and beyond to grit their teeth at the prospect of TikTok – it’s tenuous links to the Chinese government and the sheer banality of it. On the former point, the waters are murky and we’re unlikely to ever get any definitive answers but, on the latter, there are certainly kernels of truth underpinning the stereotype.
For every genuinely creative and inspirational piece of content there are a dozen teenage girls passively lip-syncing to a pop song you’ve probably never heard of. Look a little closer, however, and you’ll start to notice something. The content might not be particularly creative or even very good but what it certainly is; is diverse.
Especially For You
Unlike older social media platforms such as Instagram, which often perpetuate uniform content bubbles, TikTok's "For You" page offers a more inclusive and diverse range of content that you only start to truly recognise the longer you spend on the platform. The platform's focus on content over creator identity allows for a more multi-faceted representation of creators, transcending traditional labels and norms that have plagued social media since the halcyon days of Myspace.
However, while TikTok has been successful in bringing more diversity to the forefront, it's important to note that not everyone on the platform will become a widely recognized influencer. The story of Jaliah Hamon, who created the popular Renegade dance which blew up in 2019 and helped catapult a contingent of (largely white) TikTokers to stardom without crediting Hamon herself, underlines the challenges diverse creators can face in gaining recognition and credit for their work.
Success in gaining influence ultimately still requires being in the right place at the right time and having the ability to navigate the complexities of social media fame. However, there are several undeniable ways in which the platform has been a force for good in promoting a broader understanding and acceptance of various lifestyles, cultures, and identities.
Breaking Down Gender Roles
AKQA
TikTok not only offers a platform for diverse representation but also seems to have a positive impact on users' perceptions and stereotypes, particularly regarding gender. A study focusing on TikTok users in China found that both male and female high school students who used TikTok extensively reported a reduction in gender stereotypes. The platform showcased videos that challenged traditional notions of gender roles, including successful women entrepreneurs and men taking on more domestic roles, leading to a weakening of stereotypes like men being superior to women. This indicates that TikTok can play a role in transmitting positive information and ideas, encouraging users to view gender issues in a more progressive light.
TikTok as a Cultural Melting Pot
TikTok's global reach has turned it into a melting pot of cultures, languages, and traditions. Users from around the world share content that reflects their unique cultural backgrounds, leading to greater exposure and appreciation for different cultures. This cultural exchange fosters a sense of global community and understanding, breaking down barriers that often exist in more traditional forms of media.
Empowering Underrepresented Voices
TikTok has been particularly effective in giving a voice to groups that have been historically underrepresented or marginalized in mainstream media. This includes not just racial and ethnic minorities, but also people with disabilities, the LGBTQ+ community, and others. By providing a platform where these groups can share their experiences and perspectives, TikTok helps to normalize these identities and experiences, contributing to a more inclusive society.
Challenging Stereotypes and Norms
TikTok's diverse content challenges societal norms and stereotypes. Users often use the platform to debunk myths and stereotypes about their communities, using humor, storytelling, and personal experiences. This not only educates viewers but also promotes empathy and understanding. For instance, content that challenges gender stereotypes or highlights the normalcy of mental health struggles plays a crucial role in shaping more inclusive attitudes.
The Algorithm's Role in Promoting Diversity
TikTok's algorithm, which drives the "For You" page, plays a crucial role in promoting diversity. Unlike other social media platforms where content is often echo chambers of a user's existing beliefs and interests, TikTok's algorithm frequently introduces users to new perspectives and experiences, widening their worldview.
TikTok as an Educational Tool
TikTok has also emerged as an unexpected educational tool. Educators and experts in various fields use the platform to share knowledge, whether it's about history, science, art, or social issues. This not only makes learning more accessible and engaging but also allows for the representation of diverse perspectives in educational content.
Economic Opportunities and Creator Support
TikTok provides economic opportunities for creators from diverse backgrounds. The platform has launched several initiatives to support creators financially, allowing them to turn their creativity and influence into a career. This economic empowerment is particularly significant for creators from underprivileged backgrounds.
Challenges and Criticisms
Despite these positives, TikTok faces challenges and criticisms. Issues like the digital divide, algorithmic biases, and content moderation policies can impact the platform's effectiveness in promoting diversity. There have been concerns about censorship and the underrepresentation of certain groups in TikTok's algorithm.
Content Over Platform
Spyker Design and Productions
TikTok's approach to content curation and its diverse range of creators have certainly made it a platform where different voices and perspectives can be heard, more so than perhaps any of the other major social networks. It might be seen as a wasteland of banal content for some but for millions of others it’s a platform that challenges traditional media narratives, promotes cultural understanding, and provides economic opportunities to underrepresented creators.
However, it is crucial for creators and the brands and agencies that partner with them to continue addressing the challenges that come with such a powerful platform. Because with great power comes… something something.
