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Myspace var under många år den primära webbplatsen för att exempelvis skriva meddelanden till vänner, upptäcka ny musik samt dela med sig av den. Den mest populära föregångaren till dagens sociala medier som under många år uppmuntrade artister att använda webbplatsen för att nå ut till en bredare publik. Webbplatsens funktioner ansågs under tiden för webbplatsens storhet som någonting nytt och relativt ovanligt men sociala medier har under de senaste åren tagit över MySpace som det primära kommunikationsverktyget där webbplatsens funktioner idag anses vara en självklar del av alla sociala medier överlag. Detta har i sin tur har lett till att artister har börjat utforska diverse möjligheter för att kunna integrera in marknadsföring i deras kanaler på sociala medier. Eftersom sociala medier lockar med kostnadseffektiva lösningar har nu alltfler mindre etablerade artister också börjat använda sociala medier i hopp om att kunna sprida sin musik på diverse vis. Artister använder de olika sociala medierna för att nå ut till så mycket konsumenter som möjligt där denna användning tillämpar olika metoder beroende på vilken plattform de publicerar innehåll på. Det som tidigare främst gick att hitta i en webbläsare på sin dator i form av Myspace går nu att hitta som appar i sina telefoner och läsplattor vilket har gjort att en stor mängd artister med varierande grad av etablering nu måste samsas om alltfler konsumenter och tillika fans. Tack vare den stora mängden användare på sociala medier så uppstod det ett behov av att kategorisera inlägg för att enklare kunna hitta det innehåll man söker, där hashtags skapades för att bistå med detta. Funktionen består av att man skriver ett eller flera ord ihopsatt med ett #-tecken i början. Mindre etablerade artister använder denna funktion för att nå ut till en större publik men på grund av att ett stort antal inlägg, av varierande innehåll, använder samma hashtag blir detta svårare och de mindre etablerade artisterna får därför svårar

This thesis investigates the phenomenon of the contemporary ‘Medusa tattoo’ that gained traction on the social media platform TikTok in 2019 as a symbol of sexual assault survival, and which has since come to function as an instrument for digital feminist activism. The study aspires to provide a new, previously unexplored link to the long chain of academic research on the figure of Medusa by looking at the emergence, function, and potential of the Medusa tattoo. It makes use of multimodal discourse analysis followed by the application of a select number of theoretical frameworks by Hans Belting, Michael Baxandall, Roland Barthes, and Hélène Cixous. It is observed that historical representations of Medusa tend to draw upon her dualistic, transformative nature of beauty-monster, threat-victim, and powerful-powerless, in accordance with dominant thoughts and ideologies. The contemporary Medusa tattoo is identified as being comprised of a tripartite structure with three carrier mediums: the tattooed body, tattoo designs, and TikTok videos found under the hashtag #medusatattoo, all capable of acting both independently and intermediary. This form is a result of a decades-long process of thought influenced by various appearing and re-appearing factors, conditions, and agents. The thesis further identifies the ways that the Medusa tattoo functions as myth in accordance with the writings of Roland Barthes, its meaning becoming fixed through acts of repetition on social media. Lastly, it is concluded that while tattoos can act in accordance with Hélène Cixous’ concept of écriture féminine, the contemporary Medusa tattoo cannot, due to its iconography demonstrating postfeminist attitudes towards beauty and femininity that enforce instead of challenge patriarchal structures. However, it is noted that it retains its potential as a symbol of strength and healing on the individual wearer., Denna uppsats undersöker fenomenet av den samtida ‘Medusatatueringen’ som 2019 uppmärksammades på den sociala mediaplattformen TikTok som en symbol för överlevnad av sexuella övergrepp och vilken därefter har fungerat som ett verktyg för digital feministisk aktivism. Studien strävar efter att bidra med en ny, tidigare outforskad länk till den långa kedjan av akademisk forskning om Medusa vilket sker genom analyserandet av Medusatatueringens uppkomst, funktion och potential. Undersökningen använder sig av multimodal diskursanalys som följs av tillämpningen av ett utvalt antal teoretiska ramverk av Hans Belting, Michael Baxandall, Roland Barthes och Hélène Cixous. Det observeras att historiska representationer av Medusa tenderar att spegla hennes dualistiska, transformativa natur av skönhet-monster, hot-offer och kraftull-maktlös i enlighet med dominanta tankeföreställningar och ideologier. Den samtida Medusatatueringen omfattar en tredelad struktur med bärare som kan agera både självständigt och som mellanhänder: den tatuerade kroppen, tatueringsdesigner och TikTok-videor under hashtaggen #medusatattoo. Formen är ett result av en decennier lång tankeprocess som påverkats av ett flertal nya samt återkommande faktorer, villkor och agenter. Uppsatsen identifierar vidare hur Medusatatueringen fungerar som myt i enlighet med Roland Barthes, då dess innebörd fastställs och naturaliseras genom repetitiva handlingar på sociala medier. Slutligen dras slutsatsen att trots att tatueringar kan agera i enlighet med Hélène Cixous koncept écriture féminine så besitter inte den samtida Medusatatueringen samma förmåga då dess ikonografi reflekterar postfeministiska attityder till skönhet och femininitet vilka upprätthåller snarare än utmanar patriarkala strukturer. Det noteras dock att den bibehåller potentialen att agera styrkande och helande på individen.

TikTok se ha convertido en un canal en el que la guerra de Rusia y Ucrania se retransmite casi en directo. La dinámica de las redes sociales se combina con la de los medios para ofrecer a los usuarios contenidos informativos que traspasan los límites de los medios tradicionales. Se estudia la evolución de la construcción y consumo de los vídeos sobre hechos de actualidad en TikTok. Se investigan los géneros periodísticos, los elementos audiovisuales y su finalidad en los vídeos publicados por perfiles de usuarios no reconocidos, influencers, medios de comunicación y periodistas verificados en TikTok. Mediante análisis de contenido se decodifican 415 vídeos sobre la guerra entre ambos países durante 40 días (24/2/2022 – 5/04/2022). Se confirma que los perfiles no reconocidos e influencers se están apropiando de los géneros de los medios de comunicación tradicionales, y que los periodistas se están adaptando a los formatos propios de las redes sociales. El interés de la audiencia se centra en vídeos que no combinan elementos audiovisuales, sino que se decantan por vídeos con música solo o solo voz. En la finalidad no se detecta la hibridación de lógica de los medios de comunicación, por la falta de pluralidad y por el elevado uso de la emotividad, empleada principalmente por los influencers, y que es la que despierta más interés en la audiencia., TikTok has become a channel through which the Russia-Ukraine war is broadcast almost live. The dynamics of both social media and mass media combine in order to provide users with informative content that goes beyond the limits of traditional media. The evolution of the development and consumption of current affairs videos on TikTok was analysed. We studied journalistic genres, audio-visual features, and their objective in the videos published by unrecognised user-profiles, influencers, news media and verified journalists on TikTok. By way of content analysis, 415 videos on the war between the two countries within a forty-day time-frame (24/2/2022 – 5/4/2022) were coded. This confirmed that anonymous profiles and influencers are appropriating the genres of legacy media, and that journalists are adapting their work to the formats of social media. Videos solely containing music or voice attract the audience’s attention more than those that combine audio-visual elements. The hybridisation of media logic was not detected in their purpose, due to a lack of plurality and the extensive use of emotion, mainly employed by influencers, this being the aspect that arouses the greatest interest in the audience.

Esta investigación estudia el uso de TikTok como canal de comunicación de las maratones de Berlín, Londres y Valencia con el objetivo de categorizar y comprender sus mensajes, conocer sus estrategias así como aproximarnos a su impacto en la marca ciudad. El diseño metodológico consiste en un análisis de contenido de los tres perfiles, analizado un total de 184 vídeos. Los hallazgos se contrastan con tres entrevistas en profundidad a profesionales del deporte. Los resultados muestran una diversificación de estrategias de contenido según competición, y menciones explícitas que impactan en la marca ciudad., This research studies the use of TikTok as a communication channel for the Berlin, London and Valencia marathons with the aim of categorising and understanding their messages, their strategies and their impact on the city brand. The method ological design consists of a content analysis of the three profiles, analysing a total of 184 videos. The findings are contrasted with three in-depth interviews with sports professionals. The results show a diversification of content strategies according to competition, and explicit mentions that have an impact on the city brand.

Este artículo explora las complejidades de la sociabilidad digital y la manifestación de la ciencia en las redes sociales, enfocándose particularmente en TikTok en Brasil. Los autores realizan una revisión bibliográfica por escopo sobre el tema de las redes sociales digitales, TikTok y la comunicación de la ciencia. El estudio propone un mapeo de las estrategias comunicativas para este propósito en TikTok, utilizando datos de 250 vídeos destacados en #ciêncianotiktok para entender las tácticas de compromiso y circulación adoptadas por los comunicadores de ciencia. El objetivo es entender quiénes son los hablantes, cuáles son sus modalidades comunicativas, cómo se adaptan a las gramáticas de la plataforma y cuáles son sus principales estrategias de circulación e interacción con el público., This article explores the complexities of digital sociability and the manifestation of science on social networks, focusing in particular on TikTok in Brazil. The authors conduct a scope literature review on the theme of digital social networks, TikTok, and science communication. The study proposes a mapping of the communicative strategies for this purpose on TikTok, using data from 250 highlighted videos in #ciêncianotiktok to understand the engagement and circulation tactics adopted by science communicators. The aim is to understand who the speakers are, to identify their communicative modalities, how they adapt to the platform’s grammars, and their main strategies of circulation and interaction with the public.

En la actualidad, redes sociales como TikTok están transformando el modo en que se expanden las narrativas musicales por el mundo. En esta aplicación de micro-vídeos eminentemente musicales, se comparten diariamente diversidad de contenidos creativos que no se alejan de los contextos socioculturales de sus usuarios. En este sentido, la plataforma facilita la creación de contenido “migrante” no occidental, integrando valores que reflejan el crecimiento cultural, social, rural y oriental. Con base en 510 dúos musicales generados por los usuarios de TikTok, este estudio explora cómo la plataforma potencia la descolonización de la industria musical, gobernada hasta entonces por estudios de grabación occidentales. Se desarrolla un análisis semiótico para explorar el contenido generado por el usuario en torno al reto #SingWithMe. Los resultados apuntan hacia un proceso de redescubrimiento y recuperación, sueño, compromiso y acción para la emancipación industrial. Se concluye que el dúo de TikTok es una herramienta clave que despierta una suerte de descentralización popular inconsciente dirigida por los usuarios., Currently, social media such as TikTok are changing the mode in which musical narratives spread worldwide. In this predominantly musical short-video app, users share a wide range of creative content on a daily basis without moving from their own socio-cultural backgrounds. In this sense, the platform facilitates the creation of non-western “migrant” content, integrating values that reflect cultural, social, rural, and oriental development. Based on 510 music duets created by TikTok users, this study explores how the platform empowers the decolonisation of the music industry, previously ruled by Western recording studios. In order to explore user-generated content around the #SingWithMe challenge, a semiotic analysis was conducted. The results point towards a process of rediscovery and healing, dreaming, engagement and action for industrial emancipation. It is concluded that the TikTok duet is a pivotal engaging tool awakening a sort of unconscious popular user-driven decentralisation.

Las nuevas modalidades de comunicación masiva por redes sociales suponen un desafío mayúsculo para la comunicación pública de la ciencia y la tecnología. La divulgación científica se desarrolló y cobró forma a través de soportes como la TV, el cine, la prensa gráfica y el libro, plataformas de características muy diferentes a las de los actuales medios digitales. La necesidad de llegar a diferentes públicos, en especial a los segmentos más jóvenes, plantea diferentes interrogantes sobre las potencialidades de las distintas redes sociales en relación con los objetivos de divulgar conocimiento, concitar el interés e implicar al público en los temas más relevantes de la ciencia y la tecnología. El caso de la red social Tik Tok es de particular interés por su neto carácter audiovisual, su ritmo acelerado y su gran penetración en la franja etaria más joven. Para este trabajo se analizaron los recursos narratológicos de 200 piezas audiovisuales pertenecientes a 10 de las cuentas de divulgación científica de mayor audiencia global en Tik Tok. Nuestro análisis busca describir los perfiles y recursos narrativos que caracterizan a la divulgación científica en esta red social. Además, dicha descripción revela que, aunque Tik Tok no se presente como el medio ideal para el desarrollo de contenidos complejos, no se puede dejar de considerar su potencial como herramienta efectiva para la divulgación y la implicación pública., This work analyses the presence and management New modalities of mass communication through social networks represent a major challenge for the public communication of science and technology. Science dissemination developed through media such as TV, cinema, print media and books, platforms with substantially different characteristics to those of today’s digital media. The need to reach different target audiences, especially younger ones, raises different questions about the potential of the different social networks in relation to the objectives of disseminating knowledge, arousing interest and involving the public in the most relevant science and technology issues. The case of the social network Tik Tok is of particular interest, due to its clear audiovisual character, its accelerated pace and its extensive penetration within the youngest age group. For this research, we analysed the narratological resources of 200 audiovisual pieces belonging to 10 of the most globally popular scientific dissemination accounts on Tik Tok. Our analysis seeks to describe the profiles and narrative resources that characterise science dissemination on this social network. Furthermore, this description reveals that, although Tik Tok is not presented as the ideal medium for the development of complex content, its potential as an effective tool for public dissemination and engagement cannot be overlooked.

Esta investigación se centra en observar, describir y evaluar los contenidos sobre ciencia que están siendo retransmitidos en TikTok. Además, se lleva a cabo un estudio de percepciones para conocer las opiniones de los integrantes de esta comunidad por estas publicaciones. El objetivo es averiguar qué áreas y disciplinas de la ciencia tienen cabida en este ecosistema y en qué grado son consumidas. Con una perspectiva inductiva se ha elaborado una metodología mixta, materializada en una ficha de análisis y un cuestionario de elaboración propia. Se han analizado 1612 vídeos y encuestado a 497 personas. Los resultados muestran que los contenidos vinculados con las Ciencias Naturales y Exactas predominan en este ecosistema, seguidos por los vídeos sobre Ciencias Sociales, Ciencias de la Salud, Artes y Humanidades e Ingenierías y Arquitectura. Se detectan algunas diferencias de género en cuanto a la producción científica. La Física, la Biología, la Química y la Informática son las áreas que poseen más difusión entre los hombres. Las mujeres destacan en Biología, Física, Química y Astronomía. El estudio de percepciones muestra que un porcentaje relevante de los encuestados está interesado en materias de carácter científico y tecnológico y consideran que TikTok es una herramienta de utilidad para adquirir conocimientos. No obstante, se duda de su fiabilidad. Como conclusión, TikTok tiene el potencial para convertirse en una herramienta de aprendizaje con proyección social y cultural. Sin embargo, no deja de ser una plataforma enfocada de entretenimiento en la que también emergen contenidos sin valor epistemológico., This research focuses on observing, describing, and evaluating science-related content transmitted on TikTok. In addition, a study of perceptions is conducted to understand the opinions of members within this community regarding these publications. The objective is to determine the areas and disciplines of science that find a place within this ecosystem and the extent to which they are consumed. Using an inductive approach, a mixed methodology was developed, comprising an analysis sheet and a self-designed questionnaire. A total of 1,612 videos were analysed, and 497 individuals were surveyed. The results demonstrate that content related to Natural and Exact Sciences predominates in this ecosystem, followed by videos on Social Sciences, Health Sciences, Arts and Humanities, and Engineering and Architecture. Significant gender differences were detected regarding scientific production, with Physics, Biology, Chemistry, and Computer science having more dissemination among men. Women excel in Biology, Physics, Chemistry and Astronomy. The study of perceptions reveals that a relevant percentage of respondents are interested in scientific and technological subjects and consider TikTok as a useful tool for acquiring knowledge. However, doubts persist in respect of its reliability. In conclusion, TikTok has the potential to become a socially and culturally impactful learning tool. However, it remains an entertainment-focused platform where content lacking epistemological value emerges.

This thesis investigates the phenomenon of the contemporary ‘Medusa tattoo’ that gained traction on the social media platform TikTok in 2019 as a symbol of sexual assault survival, and which has since come to function as an instrument for digital feminist activism. The study aspires to provide a new, previously unexplored link to the long chain of academic research on the figure of Medusa by looking at the emergence, function, and potential of the Medusa tattoo. It makes use of multimodal discourse analysis followed by the application of a select number of theoretical frameworks by Hans Belting, Michael Baxandall, Roland Barthes, and Hélène Cixous. It is observed that historical representations of Medusa tend to draw upon her dualistic, transformative nature of beauty-monster, threat-victim, and powerful-powerless, in accordance with dominant thoughts and ideologies. The contemporary Medusa tattoo is identified as being comprised of a tripartite structure with three carrier mediums: the tattooed body, tattoo designs, and TikTok videos found under the hashtag #medusatattoo, all capable of acting both independently and intermediary. This form is a result of a decades-long process of thought influenced by various appearing and re-appearing factors, conditions, and agents. The thesis further identifies the ways that the Medusa tattoo functions as myth in accordance with the writings of Roland Barthes, its meaning becoming fixed through acts of repetition on social media. Lastly, it is concluded that while tattoos can act in accordance with Hélène Cixous’ concept of écriture féminine, the contemporary Medusa tattoo cannot, due to its iconography demonstrating postfeminist attitudes towards beauty and femininity that enforce instead of challenge patriarchal structures. However, it is noted that it retains its potential as a symbol of strength and healing on the individual wearer., Denna uppsats undersöker fenomenet av den samtida ‘Medusatatueringen’ som 2019 uppmärksammades på den sociala mediaplattformen TikTok som en symbol för överlevnad av sexuella övergrepp och vilken därefter har fungerat som ett verktyg för digital feministisk aktivism. Studien strävar efter att bidra med en ny, tidigare outforskad länk till den långa kedjan av akademisk forskning om Medusa vilket sker genom analyserandet av Medusatatueringens uppkomst, funktion och potential. Undersökningen använder sig av multimodal diskursanalys som följs av tillämpningen av ett utvalt antal teoretiska ramverk av Hans Belting, Michael Baxandall, Roland Barthes och Hélène Cixous. Det observeras att historiska representationer av Medusa tenderar att spegla hennes dualistiska, transformativa natur av skönhet-monster, hot-offer och kraftull-maktlös i enlighet med dominanta tankeföreställningar och ideologier. Den samtida Medusatatueringen omfattar en tredelad struktur med bärare som kan agera både självständigt och som mellanhänder: den tatuerade kroppen, tatueringsdesigner och TikTok-videor under hashtaggen #medusatattoo. Formen är ett result av en decennier lång tankeprocess som påverkats av ett flertal nya samt återkommande faktorer, villkor och agenter. Uppsatsen identifierar vidare hur Medusatatueringen fungerar som myt i enlighet med Roland Barthes, då dess innebörd fastställs och naturaliseras genom repetitiva handlingar på sociala medier. Slutligen dras slutsatsen att trots att tatueringar kan agera i enlighet med Hélène Cixous koncept écriture féminine så besitter inte den samtida Medusatatueringen samma förmåga då dess ikonografi reflekterar postfeministiska attityder till skönhet och femininitet vilka upprätthåller snarare än utmanar patriarkala strukturer. Det noteras dock att den bibehåller potentialen att agera styrkande och helande på individen.

Myspace var under många år den primära webbplatsen för att exempelvis skriva meddelanden till vänner, upptäcka ny musik samt dela med sig av den. Den mest populära föregångaren till dagens sociala medier som under många år uppmuntrade artister att använda webbplatsen för att nå ut till en bredare publik. Webbplatsens funktioner ansågs under tiden för webbplatsens storhet som någonting nytt och relativt ovanligt men sociala medier har under de senaste åren tagit över MySpace som det primära kommunikationsverktyget där webbplatsens funktioner idag anses vara en självklar del av alla sociala medier överlag. Detta har i sin tur har lett till att artister har börjat utforska diverse möjligheter för att kunna integrera in marknadsföring i deras kanaler på sociala medier. Eftersom sociala medier lockar med kostnadseffektiva lösningar har nu alltfler mindre etablerade artister också börjat använda sociala medier i hopp om att kunna sprida sin musik på diverse vis. Artister använder de olika sociala medierna för att nå ut till så mycket konsumenter som möjligt där denna användning tillämpar olika metoder beroende på vilken plattform de publicerar innehåll på. Det som tidigare främst gick att hitta i en webbläsare på sin dator i form av Myspace går nu att hitta som appar i sina telefoner och läsplattor vilket har gjort att en stor mängd artister med varierande grad av etablering nu måste samsas om alltfler konsumenter och tillika fans. Tack vare den stora mängden användare på sociala medier så uppstod det ett behov av att kategorisera inlägg för att enklare kunna hitta det innehåll man söker, där hashtags skapades för att bistå med detta. Funktionen består av att man skriver ett eller flera ord ihopsatt med ett #-tecken i början. Mindre etablerade artister använder denna funktion för att nå ut till en större publik men på grund av att ett stort antal inlägg, av varierande innehåll, använder samma hashtag blir detta svårare och de mindre etablerade artisterna får därför svårar

This thesis explores the influence of User-Generated Content (UGC) on the purchasingdecisions of millennials in the fast fashion industry, particularly through the platformsInstagram and TikTok. The research delves into the transformation from offline to onlinemarketing within the fast fashion sector, examining both fast-fashion and ultra-fast fashion tounderstand UGC's impact on consumer behavior, including environmental and ethicalconcerns. Employing a qualitative research methodology, this study focuses on thematic and contentanalysis to unravel the intricate ways in which UGC shapes millennials' purchasing decisions.The research provides an in-depth exploration of the subjective experiences, perceptions, andmotivations of this demographic, offering rich insights into their interaction with UGC.Additionally, the study integrates social influence theory and buying behavior theory tounderstand the dynamics of digital consumer engagement and the role of UGC incontemporary marketing strategies. Through interviews with Millennial consumers and analysis of their interactions with UGC,the research uncovers patterns and trends that highlight the significant role of UGC in digitalmarketing and consumer decision-making. The results suggest that while UGC significantlyinfluences Millennials, the impact varies across different aspects of the fast fashion sector.This research fills a void in current literature by providing a focused analysis of UGC'sinfluence across generational divides, thus contributing to a deeper understanding of digitalbehavior in the fast fashion industry.

The overall aim of this study is to contribute to the understanding of how a pervasive digitalization and mediatization takes part in shaping and reshaping the relations between science and society and popular understanding of scientific epistemologies. In recent years, the prevalence of disinformation, fake news and conspiracy theories together with suggestions on how to combat this have come to characterize general discourses on knowledge, science, truth and digital media. Encounters with myths or disinformation can give impetus to what is usually called myth debukning. On social media, there are discussions and debates about whats should be considered as truth and facts and what we should reject as disinformation. The digital platform Tiktok has in a short time become one of the most popular places for digital social interaction and is today part of public discourse. The purpose of this study is to study examples of science myth debunking or the exposure of myths about science on the digital social platform Tiktok. The study shows that discursive practices for myth debunking are formed through the interaction between a variety of human and non-human actors. Myth debunking can be seen as to shed light on scientific development and how scientific knowledge production plays out in interplay with society in general. Understanding the role of science communication as a means of disseminating scientific knowledge in some popularized form separates science from the social and cultural contexts in which learning and reflection usually take place. Here, Tiktok, with its "messyness" and as a place for diversity of expressions, palys an important role.

Reklam har genom tiderna utvecklats från att vara övervägande argumenterande text till att påsenare år ha en mer berättande ansats, särskilt med framväxten av videoreklam. Socialamedier har lockat många företag att flytta sin reklam från traditionella medier till socialamedier på grund av den ökande användningen. Samtidigt som företag söker sig till socialamedier gör även allmänheten det, där ibland barn. Att urskilja reklam från annat innehåll pådessa plattformar har visat sig vara särskilt utmanande för barn. Mot denna bakgrund syftardenna studie till att undersöka skillnader och likheter i Kevin Bangs TikTok-videor med fokuspå deras berättarstrukturer. Studien analyserade tio videor, fem samarbetsvideor och fem av Kevin Bangs egna videor.Detta gjorde vi med hjälp av aktantmodellen, Hey You See So och plott. Studiens resultatindikerar att videorna följer liknande berättarstrukturer med några få distinkta skillnader. Detär även tydligt att hans samarbetsvideor inte går att separera från hans egna videor, främst pågrund av att det inte finns tydliga säljarargument., Advertising has evolved over time, transitioning from predominantly persuasive text to adopting a more narrative approach in recent years, especially with the rise of video advertising. Social media has enticed many companies to shift their advertising from traditional media to social platforms due to the increasing user engagement. Simultaneously, as businesses migrate to social media, so does the public, including children. Distinguishing advertisements from other content on these platforms has proven to be particularly challenging for children. Against this backdrop, this study aims to examine differences and similarities in Kevin Bang's TikTok videos, focusing on their narrative structures. The study analyzed ten videos, comprising five collaboration videos and five of Kevin Bang's own videos. This analysis was conducted using the actantial model, Hey You See So, and plot. The results of the study indicate that the videos follow similar narrative structures with only a few distinct differences. It is also evident that his collaboration videos cannot be easily distinguished from his own videos, primarily due to the absence of a clear selling point.

Den här uppsatsen har undersökt hur förändringsprocessen gick till när folkbibliotek skapade Tiktok-konton och vilka faktorer som spelade roll för kontos upprätthållning. Studien undersökte också hur bibliotekens konton på plattformen har förändrat biblioteksverksamheten enligt folkbibliotekarien. Urvalet till studien var folkbibliotekarier och datainsamlingen skedde genom semistrukturerade intervjuer som sedan analyserades med hjälp av en tematisk analys. Studiens teoretiska ramverk var begreppet förändring samt Lewins förändringsprocessmodell. Analysen visade att alla folkbiblioteken gick igenom en förändringsprocess och följde i stort sett de två första faserna av förändringsprocessmodellen. Faktorer som tidsbrist, motivation och stöd från kollegor och chefer visade sig påverka bibliotekens konton på Tiktok och dess upprätthållning. Analysen visade vidare att folkbibliotekens användning av Tiktok hade en stor påverkan på biblioteksverksamheten där förändringar har skett bland annat på bibliotekens hyllor och deras inköp och utbud. Det har även framkommit att folkbibliotekarierna anser att Tiktok kommer att fortsätta förändra verksamheten fastän de personligen slutar vara aktiva på plattformen.

In this essay, the concept of online and fourth wave feminism is enhanced through a study of the TikTok-trend #servingcvnt (serving cunt). This study builds on the engagement of contemporary forms of feminist culture with the ever changing dynamic of social media platforms. It offers insight into the otherwise inscrutable world of a TikTok subculture and discloses the mechanisms and practices behind the culturally tinged feminism taking place within it. Combining Muted Group Theory and the conceptual framework of recent feminist media studies, the process of reclaiming is explained and analyzed in terms of feminist humor and shamelessness as resistance tactics. The analysis uses material collected through digital ethnography, encoded through content analysis, that results in detailed studies of video material as well as a portrayal of the digital environment. The study showcases a digital environment tainted by feminine confidence, solidarity and a mentality of shamelessness and humor. #servingcvnt is a subculture constructed by females for females in which they encourage, support and inspire each other to take up space and emancipate from a shaming culture wherein to serve cunt is to reject ideas about how women “should not” be. By constructing their own culture and language, women form a safe sphere in which their own rules and norms apply and reign dominant. This study shows how feminist resistance is injected with a newfound power and possibilities enabled through TikToks media logic and affordances. Hence, this essay should be considered a study of the old phenomenon of reclaiming within a contemporary format of the social media platform TikTok. It is argued that the results and analysis of this study contributes valuable insights to contemporary feminist characteristics, tactics and environments, usable for other future researchers.

Denna kandidatuppsats undersöker särskilt hur unga kvinnor förhåller sig till och interagerar med ”Clean Girl”-fenomenet, en trend som symboliserar en viss estetik och livsstil på TikTok. Genom en kvalitativ metod, inkluderande en dold observation av TikTok-innehåll och intervjuer med unga kvinnor, ger studien insikt i hur dessa individer uppfattar och anpassar sig till de ideal och föreställningar som förmedlas genom denna trend. Studien bygger vidare på tidigare forskning som har utforskat ungdomars formativa år och identitetsskapande, med särskild tonvikt på ungdomskulturens dynamik och sociala mediers påverkan, inklusive plattformar som Facebook, Instagram, och nyligen TikTok. Studien ger en förståelse för de dynamiska processer som ligger bakom identitetsskapande i den digitala eran, med fokus på hur ungdomar använder digitala plattformar som TikTok för att utforska och uttrycka olika aspekter av sin identitet. Resultaten belyser hur unga kvinnor navigerar mellan individuell självpresentation och kollektiva ideal, vilket stämmer väl överens med teorier av sociologer som Richard Jenkins om identitetens dynamiska natur, samt Erving Goffmans koncept om 'frontstage' och 'backstage' inom social interaktion. Därtill analyseras även fenomenets skepnad till Beverly Skeggs teorier om respektabilitet.

Titel: TikToks Påverkan: En studie om recensioners påverkan på TikTok-användare – Inom elektronisk Word-Of-Mouth. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Lorita Maqedonci och Vanesa Voca Handledare: Martin Ahlenius Datum: 2024 - Januari Syfte: Syftet med denna studie är att undersöka hur recensioner på TikTok påverkar användare genom elektronisk Word-Of-Mouth (eWOM). Metod: Denna forskning bygger på en deduktiv metod, där en enkätundersökning har utgjort grunden för den empiriska analysen och datainsamlingen. Statistikprogrammet "JASP" har använts för att analysera data, inklusive korrelationsanalyser och deskriptiv statistik. Studiens respondenter omfattar personer som använder TikTok-plattformen. Resultat och slutsats: Studien undersökte hur TikTok-recensioner påverkar köpintentioner och köpbeslut genom elektronisk Word-Of-Mouth (eWOM). Resultaten visade att dagliga användare har högre förtroende för recensioner och är mer benägna att söka produktrekommendationer på TikTok. Även om det fanns kopplingar mellan användarfrekvens, förtroende och förändringar i åsikter om varumärken, var antalet respondenter begränsat. Trots detta ger studien insikter om hur eWOM-recensioner på TikTok påverkar användarnas förtroende, attityder och köpbeteenden. Examensarbetets bidrag: Studiens resultat bidrar till insikter om hur TikTok-recensioner påverkar användarnas förtroende, attityder och köpbeteenden. Andra användare, företag och varumärken på plattformen kan ta lärdom om vad som påverkar konsumenterna och sedan anpassa sitt innehåll. Förslag till fortsatt forskning: Framtida forskning bör inrikta sig på specifika och begränsade populationer, som unga kvinnor inom åldersgruppen 18–24 år, för en djupare förståelse av eWOM-effekter. Semistrukturerade intervjuer kan användas för att utforska nyanserade aspekter av respondenternas tankar och erfarenheter. Dessutom kan forskning fokusera på influencer-marknadsföring på TikTok och undersök, Titel: Impact of TikTok: A study on the influence of reviews on TikTok users – Within electronic Word-Of-Mouth. Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Lorita Maqedonci and Vanesa Voca Supervisor: Martin AhleniusDate: 2024 - January Aim: The purpose of this study is to investigate how reviews on TikTok influence users through electronic Word-Of-Mouth (eWOM). Method: This research is based on a deductive approach, where a survey has served as the foundation for the empirical analysis and data collection. The statistical program "JASP" has been employed to analyze data, including correlation analyses and descriptive statistics. The study's respondents encompass individuals who use the TikTok platform. Result and conclusion: The study investigated how TikTok reviews influence purchase intentions and decisions through electronic Word-Of-Mouth (eWOM). The results indicated that daily users have higher trust in reviews and are more likely to seek product recommendations on TikTok. Although there were associations between user frequency, trust, and changes in brand opinions, the number of respondents was limited. Nevertheless, the study provides insights into how eWOM reviews on TikTok impact users' trust, attitudes, and purchasing behaviors. Contribution of the thesis: The study's findings contribute insights into how TikTok reviews influence users' trust, attitudes, and purchasing behaviors. Other users, companies, and brands on the platform can learn about factors influencing consumers and subsequently tailor their content accordingly. Suggestions for future research: Future research should target specific and limited populations, such as young women within the 18–24 age group, for a deeper understanding of eWOM effects. Semistructured interviews can be employed to explore nuanced aspects of respondents' thoughts and experiences. Additionally, research can focus on influencer marketing on TikTok and examine how dif

Toxiskt språk på internet och det som ofta i vardagliga termer benämns som näthat innefattar kränkningar, hot och stötande språk. Toxiskt språk är särskilt märkbart på sociala medier. Det går att upptäcka toxiskt språk på internet med hjälp av maskininlärning som automatiskt känner igen typiska särdrag för toxiskt språk. Tidigare svensk forskning har undersökt förekomsten av toxiskt språk på sociala medier med hjälp av maskininlärning, men det saknas fortfarande forskning på den allt mer populära plattformen TikTok. Syftet med denna studie är att undersöka förekomsten och särdragen av toxiska kommentarer på TikTok med hjälp av maskininlärning och manuella metoder. Studien är menad att ge en bättre förståelse för vad unga möts av i kommentarerna på TikTok. Studien applicerar en mixad metod i en dokumentundersökning av 69 895 kommentarer. Maskininlärningsmodellen Hatescan användes för att automatiskt klassificera sannolikheten att toxiskt språk förekommer i kommentarerna. Utifrån denna sannolikhet analyserades ett urval av kommentarerna manuellt, vilket ledde till både kvantitativa och kvalitativa fynd. Resultatet av studien visade att omfattningen av toxiskt språk var relativt liten, där 0,24% av 69 895 kommentarer ansågs vara toxiska enligt en både automatiserad och manuell bedömning. Den typ av toxiskt språk som mest förekom i undersökningen visades vara obscent språk, som till majoriteten innehöll svordomar., Toxic language on the internet and what is often referred to in everyday terms as cyberbullying includes insults, threats and offensive language. Toxic language is particularly noticeable on social media. It is possible to detect toxic language on the internet with the help of machine learning in the form of, among other things, Natural Language Processing (NLP) techniques, which automatically recognize typical characteristics of toxic language. Previous Swedish research has investigated the presence of toxic language on social media using machine learning, but there is still a lack of research on the increasingly popular platform TikTok. Through the study, the authors intend to investigate the prevalence and characteristics of toxic comments on TikTok using both a machine learning technique and manual methods. The study is meant to provide a better understanding of what young people encounter in the comments on TikTok. The study applies a mixed method in a document survey of 69 895 comments. Hatescan was used to automatically classify the likelihood of toxic language appearing in the comments. Based on this probability, a section of the comments could be sampled and manually analysed using theory, leading to both quantitative and qualitative findings. The results of the study showed that the prevalence of toxic language was relatively small, with 0.24% of 69 895 comments considered toxic based on an automatic and manual analysis. The type of toxic language that occurred the most in the study was shown to be obscene language, the majority of which contained swear words.

TikTok has distinctive characteristics that can be seen in publications and in the way users interact (Ballesteros-Herencia, 2020). To identify the characteristics of engagement on TikTok, 500 videos from the main creators globally have been analyzed, categorizing the type of content, the intention of the speaker and the engagement of the various videos. For the content taxonomy, already validated categories were used, to which three additional categories were added for a better content classification. Regarding the calculation of the engagement rate, the phenomena of popularity —likes—, engagement —comments— and virality —shared— were calculated, as well as the overall engagement rate. This consideration has made it possible to confirm the engagement of TikTok as a light interaction, where the likes variable oversizes the other variables and users show a less intense participation, promoting rapid interaction with the content. The most frequent typologies that were detected were those of videoselfie, entertainment and lipsync, which also showed high levels of average engagement., TikTok cuenta con características distintivas que se aprecian en las publicaciones y en la forma de interactuar de los usuarios (Ballesteros-Herencia, 2020). Este estudio evalúa el nivel de interacción del usuario con el contenido, identificando qué tipología de vídeos genera mayor engagement en TikTok. Para ello se han analizado 500 vídeos de los principales creadores de contenido a nivel global, categorizando la tipología de contenido, la intención del hablante y el engagement de cada vídeo. Para la taxonomía de contenidos se utilizaron categorías ya validadas, a las que se añadieron tres categorías adicionales para una mejor clasificación del contenido. En cuanto al cálculo de la tasa de engagement, se calcularon los fenómenos de popularidad —me gusta—, compromiso —comentarios— y viralidad —compartido— así como la tasa de compromiso general. Esta consideración ha permitido confirmar el engagement de TikTok como una interacción ligera, donde la variable de me gusta sobredimensiona las demás interacciones y los usuarios demuestran una participación menos intensa, potenciando la interacción rápida con el contenido. Las tipologías de contenido más frecuentes son las de videoselfie, entretenimiento y lipsync, las cuales también mostraron altos niveles de engagement promedio.

During the early months of 2019, the social media platform TikTok skyrocketed to worldwide popularity. Content on TikTok posted by its “creators” (users) is diverse and includes lip-syncing, dancing, sports, cooking, and daily vlogging. “Prison TikTok” is a particularly popular content area and provides the public with insight into the prison experience from those who have been in or currently reside in prison. This article explores what incarcerated individuals share with the public on TikTok about the prison experience. Our thematic analysis of 34 TikTok videos revealed four main topics that currently incarcerated individuals presented to the public via TikTok: the prison environment, food, performances, and aspects of prison life and culture. In addition, 102 user comments associated with these videos were analyzed to explore public perceptions of incarcerated individuals’ experiences and incarcerated individuals on TikTok. This analysis revealed that incarcerated individuals are perceived as deserving of sympathy, ridiculous, guides/informants, and talent/entertainers. The current research is one of the first of its kind, as it provides an exploratory look at what incarcerated individuals are sharing via Tik-Tok about their prison experiences and how the public is responding.

During the early months of 2019, the social media platform TikTok skyrocketed to worldwide popularity. Content on TikTok posted by its “creators” (users) is diverse and includes lip-syncing, dancing, sports, cooking, and daily vlogging. “Prison TikTok” is a particularly popular content area and provides the public with insight into the prison experience from those who have been in or currently reside in prison. This article explores what incarcerated individuals share with the public on TikTok about the prison experience. Our thematic analysis of 34 TikTok videos revealed four main topics that currently incarcerated individuals presented to the public via TikTok: the prison environment, food, performances, and aspects of prison life and culture. In addition, 102 user comments associated with these videos were analyzed to explore public perceptions of incarcerated individuals’ experiences and incarcerated individuals on TikTok. This analysis revealed that incarcerated individuals are perceived as deserving of sympathy, ridiculous, guides/informants, and talent/entertainers. The current research is one of the first of its kind, as it provides an exploratory look at what incarcerated individuals are sharing via Tik-Tok about their prison experiences and how the public is responding.

Denna uppsats undersöker hur och varför unga kvinnor väljer att publicera videor kopplat till självförverkligande och rutin på sociala medieplattformen TikTok. Uppsatsen har genomförts med hjälp av netnografisk metod samt tematisk innehållsanalys. Under denna process uppstod fyra teman vilka datan har kodats efter; utseende, konsumism, tid och självförverkligande. Insamlingen av datan skedde med hjälp av olika sökord eller hashtags, och skedde i två steg. I första insamlingen samlades 145 videos in, för att sedan i andra steget begränsas till enbart 30 videor vilka utgör studiens dataset. Uppsatsens teoretiska ramverk grundar sig i Andreas Reckwitz begrepp self-actualization, Judy Wajcmans syn på tid och teknologi, Thorstein Veblens teori om status och konsumtion samt Zygmunt Baumans syn på konsumtionssamhället och därvid även begreppet konsumism. Studiens analys visar att de fyra temana är starkt sammankopplade, då de alla mynnar ut i just självförverkligande. Kvinnorna i videorna, samt i kommentarerna, visar alla en önskan om ett bättre liv. Detta bättre liv är framgående i de olika temana och verkar vara starkt synonymt med ett förbättrat utseende, förändrade konsumtionsmönster samt effektivisering av vardagen. Detta visar sig vara knutet till dels kvinnligt kodade normer och skönhetsideal, sprungna ur patriarkala förväntningar, men även en stark vilja att konsumera och kommodifiera på de olika nya sätten att tjäna pengar genom sociala medier. Videorna ger visserligen motivation till unga kvinnor, men visar sig även framkalla en viss hopplöshet och längtan till en annorlunda vardag. Studien finner även att den digitala kulturen skapar unika förväntningar, normer, och press på unga kvinnor att sträva efter perfektion och självförverkligande.

Väldigt lite forskning har gjorts om TikTok-användning och uppmärksamhetsförmåga. Denna experimentella studie syftade till att undersöka om TikTok-användning är relaterad till uppmärksamhet mätt både genom självskattning och genom ett prestationsbaserat test, samt om ett kortsiktigt orsakssamband kunde påvisas. Den syftade även till att undersöka sambandet mellan självskattning och prestationstestet. Studien genomfördes på Lunds universitetscampus med 49 deltagare i åldrarna 19-28 år. Deltagarna svarade på en enkät om deras TikTok-användning och självskattade uppmärksamhetsförmåga. Dessutom genomförde deltagarna Go/No-Go task två gånger med en paus emellan, under vilken experimentgruppen använde TikTok och kontrollgruppen såg en naturdokumentär. Ingen kortsiktig effekt av TikTok-användning på bibehållen uppmärksamhet (sustained attention) visades. En signifikant korrelation hittades mellan självskattningsfrågorna och hits i Go/No-Go task. Dessutom observerades en stark trend mot en negativ korrelation mellan TikTok-användning och en av självskattningsfrågorna som handlade om förmågan att hålla fokus när det är människor runt omkring en. Detta tyder på att personer som använder TikTok mer är bättre på att filtrera bort externa distraktioner än de som använder det mindre. Resultaten diskuteras i relation till koncepten endogen och exogen uppmärksamhet, samt till resultat och slutsatser från den begränsade forskning som finns inom liknande områden. Vidare forskning med fler deltagare behövs för att se mer variation i prestationsbaserade test och för att uppnå signifikanta resultat., Not much research has been published on the subject of TikTok use and attentional abilities. This experimental study aimed to investigate whether TikTok use is related to attention, measured with both self-assessment and a performance-based test, as well as whether a short-term causal relationship could be found. The study also aimed to examine the relationship between self-assessment and the performance-based test. The study was carried out on Lund University campus on 49 participants between the ages of 19-28. Participants answered a questionnaire about their TikTok use and self-assessed attentional abilities. In addition, participants performed a Go/No-Go task twice with a break in between, during which the experimental group used TikTok and the control group watched a nature documentary. No short-term effect of TikTok use on sustained attention was found. A significant correlation was found between the self-assessment questions and hits in the Go/No-Go task. Additionally, a strong trend toward a negative correlation was found between TikTok use and one of the self-assessment questions, regarding the ability to maintain focus when there are people around you. This would suggest that people who use TikTok more are better at filtering out external distractions than people who use it less. The results are discussed in relation to the concepts of endogenous and exogenous attention, as well as to the results and conclusions from the limited research that exists on similar topics. Further research with more participants is required to see more variance in performance-based tests and to obtain significant results.

Purpose: This study investigates the impact of personified brand strategies on consumer engagement on TikTok, a popular social media platform. The research explores how global consumer brands utilise brand anthropomorphism, with a distinction among brand ambassadors, brand spokespersons, and user-generated content (UGC), to engage with consumers on TikTok. Methodology: A quantitative content analysis method is employed to analyse brand content posted on TikTok. The analysis focuses on consumer engagement metrics, such as comments, to assess the effectiveness of different personified brand strategies in building consumer-brand relationships. Findings: The study unveils a significant but unexpected revelation regarding brand anthropomorphism and its impact on consumer engagement on TikTok. Contrary to expectations, brand anthropomorphism exhibits a noteworthy negative correlation with consumer engagement, signalling complexities in consumer perceptions and preferences. Additionally, the presence of brand ambassadors on TikTok demonstrates a significant yet negative relationship with consumer engagement, further underscoring the nuanced nature of these dynamics. Theoretical Contributions: This study extends existing theories of consumer-brand relationships by exploring the unique context of TikTok. It provides new insights into the complexities and potential challenges of personified brand strategies on this platform, highlighting how traditional branding approaches may not always align with consumer engagement dynamics in a rapidly evolving digital landscape. Managerial Implications: The findings offer practical guidance for marketers on TikTok, emphasising the importance of authenticity, careful alignment of brand messages with consumer values, and the potential risks associated with brand anthropomorphism and brand ambassadors. By leveraging these insights, businesses can optimise their strategies to better engage with TikTok's young, dynamic audience and build more

TikTok has distinctive characteristics that can be seen in publications and in the way users interact (Ballesteros-Herencia, 2020). To identify the characteristics of engagement on TikTok, 500 videos from the main creators globally have been analyzed, categorizing the type of content, the intention of the speaker and the engagement of the various videos. For the content taxonomy, already validated categories were used, to which three additional categories were added for a better content classification. Regarding the calculation of the engagement rate, the phenomena of popularity —likes—, engagement —comments— and virality —shared— were calculated, as well as the overall engagement rate. This consideration has made it possible to confirm the engagement of TikTok as a light interaction, where the likes variable oversizes the other variables and users show a less intense participation, promoting rapid interaction with the content. The most frequent typologies that were detected were those of videoselfie, entertainment and lipsync, which also showed high levels of average engagement., TikTok cuenta con características distintivas que se aprecian en las publicaciones y en la forma de interactuar de los usuarios (Ballesteros-Herencia, 2020). Este estudio evalúa el nivel de interacción del usuario con el contenido, identificando qué tipología de vídeos genera mayor engagement en TikTok. Para ello se han analizado 500 vídeos de los principales creadores de contenido a nivel global, categorizando la tipología de contenido, la intención del hablante y el engagement de cada vídeo. Para la taxonomía de contenidos se utilizaron categorías ya validadas, a las que se añadieron tres categorías adicionales para una mejor clasificación del contenido. En cuanto al cálculo de la tasa de engagement, se calcularon los fenómenos de popularidad —me gusta—, compromiso —comentarios— y viralidad —compartido— así como la tasa de compromiso general. Esta consideración ha permitido confirmar el engagement de TikTok como una interacción ligera, donde la variable de me gusta sobredimensiona las demás interacciones y los usuarios demuestran una participación menos intensa, potenciando la interacción rápida con el contenido. Las tipologías de contenido más frecuentes son las de videoselfie, entretenimiento y lipsync, las cuales también mostraron altos niveles de engagement promedio.

This research analyzes the discursive characteristics of hate messages posted on TikTok Spain against people at risk of social exclusion. Using critical discourse analysis, we analyzed 679 hateful messages generated by 100 videos found about poverty. This method considered the social groups mentioned in those messages, actions attributed to them, the evaluative concepts associated with those actions, and the solutions proposed to eradicate this social problem. We used the qualitative analysis software Atlas.ti to code, categorize, and analyze co-occurrences of derogatory terms. The analysis shows that poverty is linked to migration, laziness, and groups at risk of exclusion. Although insults and degrading terms take on a metaphorical form or are less prevalent, the call to violent action is explicit, openly advocating the extermination of these groups. Underlying these messages is a clear neo-Nazi ideology gaining ground with the advance of the extreme political Right., Ministerio de Economía y Competitividad, Agenia Estatal de Investigación (AEI), Depto. de Periodismo y Comunicación Global, Fac. de Ciencias de la Información, TRUE, pub

Drawing from media theory’s preoccupation with the ramifications of “presence,” this essay identifies iterations of instantiation: the proliferation of moving images across social media that aestheticize presence through derivative motions. This aesthetic presentation overwhelmingly saturates trending influencer content. I interpret a now ubiquitous form of influencer expression, viral dances and gestures, as exemplary of instantiation’s affects. Motions on TikTok typically convey series of bodily, facial, and verbal expressions uniquely modulated directly towards and for the viewer. These TikToks are commonly accompanied by “slowed + reverbed” pop songs, sped-up “nightcore” remixes, or meditative soundscapes with modulated frequencies which aesthetically suggest a sonic suspension or sustainment of presence. Through instantiation, experience is conditioned and identity becomes reducible to the reification of presence, encapsulating the viewer’s attention to the screen and ultimately limiting aesthetic expression through mediation to a direct model of user-engagement. These capitalist logics of instantiation pervade beauty, wellness, and lifestyle content, encouraging us to “stay present” while conditioning our experience of the present moment. This conditioning binds our mediated expressions to an externalization of desire rather than inward reflection, suggesting a need to both better understand and crucially defy our current orientation towards “being present.”

As Muslim individuals, communities, and institutions have been transformed by the digital revolution, a literature has developed that seeks to contribute knowledge about these changes. Pioneering studies in this field suggest that this literature has a focus on digital documents. This scoping literature review aims to find out whether this focus is still valid. Therefore, we examine all studies on Muslims and social media that can be retrieved from the databases Scopus, Web of Science, Index Islamicus and Atla Religion Database between 2010 and 2022, using the following keywords: Facebook; Twitter (tweets); YouTube; Instagram; TikTok; Snapchat; and Telegram (n = 359). Our findings show that interest in studying Muslims on social media has grown significantly in recent decades and that most studies have focused on non-conflictual use of social media. Most of the studies are corpus studies, i.e. big data, data scraping, or descriptive analysis of websites, Twitter accounts, or Facebook pages (82 percent). Thus, this literature review shows that the study of Islam, Muslims, and Islamic online environments is flourishing in various fields of scholarship. However, the strong focus on descriptive documentary studies should be complemented by more studies that collect new empirical data through interviews, surveys, and mixed methods. It is only by engaging with the users of these services that we can answer when, what, and why individuals do or do not do something on social media., DIGITISLAM: Digital Islam across Europe – Understanding Muslim’s Participation in Online Islamic Environments

Technological advancements have revolutionized the marketing strategies employed by companies, particularly in the realm of digital marketing. Digital marketing utilizes digital technologies and online platforms to achieve more effective and efficient customer outreach on a global scale. This study aims to investigate the impact of technological progress on the evolution of digital marketing. Employing case studies from previous research, this study leverages the AIDA (Attention, Interest, Desire, Action) framework to examine this relationship. The findings indicate a significant correlation between technological advancements and the growth of digital marketing, influenced by various factors. Furthermore, the rise of social media platforms, such as TikTok, has notably reshaped the digital marketing landscape. TikTok's unique structure and vast user base offer companies new opportunities to engage with their audience, create viral content, and boost brand awareness. The study highlights the importance of TikTok's algorithm, user engagement, and creative elements in enhancing digital marketing effectiveness, establishing it as a crucial tool for modern marketers.

Technological advancements have revolutionized the marketing strategies employed by companies, particularly in the realm of digital marketing. Digital marketing utilizes digital technologies and online platforms to achieve more effective and efficient customer outreach on a global scale. This study aims to investigate the impact of technological progress on the evolution of digital marketing. Employing case studies from previous research, this study leverages the AIDA (Attention, Interest, Desire, Action) framework to examine this relationship. The findings indicate a significant correlation between technological advancements and the growth of digital marketing, influenced by various factors. Furthermore, the rise of social media platforms, such as TikTok, has notably reshaped the digital marketing landscape. TikTok's unique structure and vast user base offer companies new opportunities to engage with their audience, create viral content, and boost brand awareness. The study highlights the importance of TikTok's algorithm, user engagement, and creative elements in enhancing digital marketing effectiveness, establishing it as a crucial tool for modern marketers.

English abstract: “Make every second count”. That is the slogan of the short-format media platform, TikTok. Research on social media indicates that our attention spans are declining with the development of new media technologies, which indeed means that every second counts. This thesis aims to qualitatively examine short video formats and their effects on consumers' attention and behavior within the broader context of the attention economy. In an era where attention is a scarce resource, the primary goal of this study is to gain deeper insights into consumers' experiences and perceptions of using short-format media through in-depth interviews with individuals from diverse backgrounds. With a qualitative approach, this thesis seeks to explore how new media technologies affect our attention spans and to focus on concrete experiences and perceptions from the consumers themselves. The study will delve into how consumers use short-format media in their daily lives, the impact it has on their routines, and the extent to which they are aware of their own consumption. Additionally, the study will address consumers' attitudes towards short-format media, both in terms of their own usage and from a future-oriented perspective. The thesis will also present an analysis of the common elements and communication forms of TikTok, Instagram Reels, and YouTube Shorts, examining what makes these formats unique. This thesis hopes to shed light on the complex dynamics involved in consumers' interactions with these media and contribute nuanced insights to the broader discussion on media development. Dansk abstract: Forskning indenfor sociale medier peger på, at vores opmærksomhedsevne forringes i takt med udviklingen af nye medieteknologier. Vi vil have frisk, vi vil have nyt, vi vil have mere. Dette bygger på kvantitative undersøgelser, hvor man kigger på større befolkningsgrupper (især med fokus på unge) og deres forbrug af medier som TikTok, Instagram Reels og YouTube Shor

English abstract: “Make every second count”. That is the slogan of the short-format media platform, TikTok. Research on social media indicates that our attention spans are declining with the development of new media technologies, which indeed means that every second counts. This thesis aims to qualitatively examine short video formats and their effects on consumers' attention and behavior within the broader context of the attention economy. In an era where attention is a scarce resource, the primary goal of this study is to gain deeper insights into consumers' experiences and perceptions of using short-format media through in-depth interviews with individuals from diverse backgrounds. With a qualitative approach, this thesis seeks to explore how new media technologies affect our attention spans and to focus on concrete experiences and perceptions from the consumers themselves. The study will delve into how consumers use short-format media in their daily lives, the impact it has on their routines, and the extent to which they are aware of their own consumption. Additionally, the study will address consumers' attitudes towards short-format media, both in terms of their own usage and from a future-oriented perspective. The thesis will also present an analysis of the common elements and communication forms of TikTok, Instagram Reels, and YouTube Shorts, examining what makes these formats unique. This thesis hopes to shed light on the complex dynamics involved in consumers' interactions with these media and contribute nuanced insights to the broader discussion on media development. Dansk abstract: Forskning indenfor sociale medier peger på, at vores opmærksomhedsevne forringes i takt med udviklingen af nye medieteknologier. Vi vil have frisk, vi vil have nyt, vi vil have mere. Dette bygger på kvantitative undersøgelser, hvor man kigger på større befolkningsgrupper (især med fokus på unge) og deres forbrug af medier som TikTok, Instagram Reels og YouTube Shor

This study aims to explore the role of influencer marketing and live streaming on the TikTok platform in promoting products and their relationship to consumer brand awareness, pricing, and purchasing decisions. Conducted using a quantitative approach in the province of Bali, the target population included all consumers aged 17-50 who use the TikTok app. Through sampling methods, 204 TikTok users in Bali participated in the study. Empirical data was collected via online questionnaires using a 10-point Likert scale and analyzed using SEM-PLS approach. The study findings identify that influencer marketing and live streaming significantly influence purchasing decisions, both directly and through Brand Awareness and Price as strong intervening constructs. The results underscore the importance of influencer capabilities and the quality of live streaming content in enhancing brand awareness, pricing perceptions, and increasing consumer desire to purchase products. This research provides both theoretical and practical contributions for developing digital marketing strategies, particularly in effectively leveraging TikTok as a social media platform to enhance consumer purchasing decisions.

En el presente Trabajo Fin de Máster se pretende presentar la red social TikTok como herramienta educativa en el aula de Educación Secundaria Obligatoria y Bachillerato. En concreto, se investigará la aplicación de esta actual herramienta digital en la asignatura de Lengua y Literatura. Para ello, tras exponer un breve marco teórico sobre la aplicación protagonista de este estudio y sus efectos en la educación - además de presentar de forma sintética otros conceptos como LIJ2.0, booktube, booktok y booktrailler-, se expondrá una Situación de Aprendizaje llevada a cabo en 1º de Bachillerato, en la asignatura de Literatura Universal, consistente en el uso de Tik Tok para la elaboración de un booktrailler de una obra de narrativa del siglo XX. Finalmente, se analizarán los resultados de unas encuestas realizadas a discentes y docentes sobre el uso de esta aplicación en el aula y se adjuntarán una serie de reflexiones en cuanto a la necesidad de un nuevo estilo de aprendizaje ligado a la era digital en la que vivimos, siendo en buena medida influidos por la cultura de la inmediatez.

Las redes sociales son consideradas herramientas de comunicación e influencia social. No obstante, la audiencia mayoritaria de TikTok en 2023 está integrada por miembros de las generaciones Z y Alfa, asociadas en estudios previos con una crisis participativa. Ante esta contradicción, se plantea una pregunta de investigación: ¿Emplea la juventud TikTok para la consolidación de valores sociales como la solidaridad? Para responderla, se propone como objetivo principal analizar el uso de TikTok como instrumento de comunicación social para promover la participación juvenil en proyectos de voluntariado. Se opta por una metodología mixta, basada en un análisis de contenido de los 150 vídeos subidos a TikTok con el hashtag #voluntariado y que registraron más likes durante el primer trimestre del 2023; y en un cuestionario distribuido por las 50 oficinas de voluntariado de las universidades públicas españolas entre jóvenes familiarizados con estos proyectos. Los resultados revelan una predominancia de Contenido Generado por el Usuario (CGU) de carácter orgánico, narrado por mujeres jóvenes que promueven la participación mediante plantillas predeterminadas de vídeos cortos en los que relatan experiencias personales en un tono neutro. Se detecta también un impacto significativo del CGU, tanto en los usuarios de TikTok, que reflejan su compromiso mediante interacciones; como en la juventud del mundo real, que afirma sentirse identificada con ese tipo de publicaciones., Social media are regarded as tools of communication and social influence. Notwithstanding this, TikTok’s majority audience in 2023 is made up of members of generations Z and Alpha, associated in previous studies with a participatory crisis. Given this contradiction, a research question is proposed: do young people use TikTok to consolidate social values such as solidarity? To answer it, the main objective is to analyse the use of TikTok as an instrument for youth participation in volunteer projects. A mixed methodology is used, based on a content analysis of the 150 videos uploaded to TikTok with the hashtag #voluntariado and which registered the greatest number of likes in the first quarter of 2023; and in a questionnaire distributed by the 50 volunteer offices of Spanish public universities among young people familiar with these projects. The results reveal a predominance of User-Generated Content (UGC) of an organic nature, narrated by young women who promote participation through predetermined templates of short videos in which they relate personal experiences in a neutral tone. A significant impact of UGC is also detected, both in TikTok users, who reflect their commitment through interactions, and as young people in the real world, who claim to identify with these types of publications.

Tan solo unas décadas atrás, era inimaginable el gran avance de nuestra sociedad en el ámbito de las tecnologías. Redes sociales como TikTok han pasado a formar parte de la vida de gran parte de la población y sobre todo de los jóvenes. Por ello, estas nuevas plataformas han tenido un gran impacto en casi todos los ámbitos de nuestras vidas, incluyendo la educación. En consecuencia, es imprescindible estudiar cómo TikTok ha afectado a la enseñanza y el aprendizaje, en concreto el ámbito del español para extranjeros, para comprobar su efectividad.

Objective: The scientific literature reports on how social media potentially influences eating disorders, although there is a large gap in the specific case of TikToks influence of adolescent's recovery from anorexia nervosa (AN). Our study uses in-depth interviews with female adolescents primarily suffering from AN to explore how they perceive the social media platform TikTok in relation to their recovery. Method: A total of 14 interviews with female adolescents recovering from AN were conducted and analyzed with reflexive thematic analysis. Results: We developed four distinct main themes: social connectivity, algorithmic engagement, regulation and adaptation, and personal agency and recovery pathways. Our findings indicate both potential benefits and harm by TikTok use when in recovery from AN, depending on a complex inter-play of individual and contextual factors. Discussion: The study adds nuance to the on-going scientific debate on the role that TikTok plays in recovery from AN in general from the perspective provided by female adolescents. Suggestions are made for clinical implications at adolescent AN outpatient care including parental or professional support in TikTok adaptations and advice on how to discern when use may betriggering or supportive. Future research would benefit from longitudinal designs and inclusion of how individual differences, such as gender and personality, influence the effects on recovery and TikTok use., CC BY

This study aims to explore the link between user interface design and the increased usage of social media as a search engine over traditional search engines by young adults. We conducted semi-structured interviews and user testing with 9 participants who have previously used both TikTok and Google for searching. The results showed a link between design attributes, user interaction patterns, and the evolving demands of information retrieval. We conducted a thematic analysis which created seven different themes which provided us with an overview of how participants' opinions related to different theories. Key themes included TikTok being used instead of Google for casual browsing and visual content, and Google being preferred for goal-oriented searches due to its efficiency. Participants liked TikTok's simplicity in interface design, and Google for its practical design and functions. Additionally, users perceived TikTok as more genuine and authentic for casual topics, while Google was seen as reliable for factual information. Users often combined the strengths of both platforms for a full search experience. The findings of this study could provide insights into optimizing digital experiences and information seeking for this demographic. We suggest broadening the sample group and exploring the impact of content, including sponsored content, on user search behavior across different social media platforms in future research.

This studie investigates the phenomenon of remedation within the #Booktok community, focusing on the content shared and the prevalent gender dynmics. Through a combination of qualitive and quantitive content analysis, the study aims to uncover the themes and dynamics present in these digital spaces. By examining the visual, textual, and auditory elements of 120 film clips, this study illuminates the reasons behind #Booktok´s emergence as a preffered platform for literary engagement. Furthermore, the research also investigates the portrayal of “The female gaze”, which is a theory based on "The male gaze" by Laura Mulvey. To explore how gender perspectives shape the discourse within this digital space. The result uncovers that #Booktok serves as a chosen digital arena for diverse reasons, evolving into a alternative form of public discourse. These reasons include shorter, accessible videos that are easier to engage with, as well as a community fostering interacitivity. Morover, the research highlights a notable emphasis on erotic literature within the community. It is predominatly men who criticize these erotic books, often labeling them as pornography. In contrast, women defend these works, arguing that such criticism stems from misogyny. Notably, the analysis underscores the predominant self-presentation of women on the platform, influencing content creation throught the lens of “The female gaze”. This study enhances our comprehension of how remedation, gender dynamics, and content intertwine within the #Booktok community, offering insights into the shifting landcape of digital literay interaction.

This study discusses how Swedish secondary school students believe that their Englishlanguage skills have been influenced by the social media platforms TikTok and Instagram.The chosen method for the collection of data is a quantitative survey. The survey consists of 8questions all regarding the usage of the platforms and the possible influence on therespondents’ English language skills. A total of 159 students responded to the survey. To beable to analyse and discuss the results the influence of social media on language learning andacquisition has been researched. Extramural learning and language acquisition in moregeneral terms have also been researched. The collected data has then first been displayed incharts to see the number of responses and distribution in percentage. Further, the results havebeen analysed and discussed in relation to theory and previous research. The results show thatthe majority of Swedish secondary school students believe that their English language skillsare influenced by the social media platforms TikTok and Instagram. The results also showthat the majority prefer the popular social media platform TikTok over Instagram. In theconclusion section of this project the results are further discussed, and the research questionsare answered. Further research on language learning and acquisition through social media isproposed., Denna studie diskuterar om svenska högstadieelever uppfattar att deras språkfärdigheter iengelska kan påverkas av sociala medieplattformarna TikTok och Instagram. Den valdametoden för insamling av data är en kvantitativ enkätundersökning. Enkäten består av 8frågor som alla rör användandet av plattformarna samt deras möjliga påverkan påspråkinlärning. Totalt 159 elever svarade på enkäten. För att kunna analysera och diskuteraresultaten från enkäten har forskning om sociala mediers påverkan på språkinlärningredovisats. Även generell forskning om extramuralt lärande samt språkinlärning och lärandeav språk redovisas. Den insamlade datan har först presenterats i tabeller där antal svar samtfördelning i procent visas. Sedan har resultaten analyserats och diskuterats i förhållande tillteori och tidigare forskning. Resultaten visar att majoriteten av svenska högstadieelever troratt deras engelska språkkunskaper har påverkats av TikTok och Instagram. Resultaten visaräven att majoriteten föredrar den populära plattformen TikTok över Instagram. I slutsatsen avdenna studie diskuteras resultaten och analysen mera, och forskningsfrågorna besvaras.Slutligen presenteras förslag på vidare forskning om sociala medier och dess påverkan påspråkinlärning.

The purpose of this thesis is to examine popular male characters trending on the social media app TikTok under the hashtags “booktok” and “bookboyfriends”, with a focus on understanding the construction of their masculinity and determining the qualities that make them highly appealing to a female audience. This will be done by researching the six most popular male characters on #bookboyfriend. Then by close reading the novels which the characters derive from. This thesis theoretical framework is a mix between romance research, masculinity studies and a female gaze perspective. The thesis draws upon a variety of studies, including but not limited to the works of Raewyn Connell, Laura Mulvey, Janice Radway and Jonathan Allen. The novels researched in this thesis are all heterosexual, written by women and mostly by American authors. These are: Elle Kennedy’s The Deal (2021), Colleen Hoover’s It Ends with Us (2016), Krista & Becca Ritchie’s Addicted to You (2020), Ali Hazelwood’s Love Hypothesis (2021), and Ana Huang’s Twisted Love (2021) and Twisted Lies (2022). To analyze the male characters, I divided the analysis into two main parts: physical depiction and sexual content. The book boyfriends are portrayed in a way that is traditional to the romance genre, they are tall, handsome, and rich. However, now they are more extreme in everything, instead of just being tall they are massive. Furthermore, they are also more violent than their predecessors especially in the sexual content of the novels. This is mixed with the inclusion of sexual consent which now exists in all the novels. Lastly, the book boyfriends are all male heroes typical to the romance genre but work as a scale where some behave more as alpha males and others as soft boys.

As social media platforms continue to evolve, the rapid evolution has significantly transformed consumer behavior, particularly among generation Z. TikTok has emerged as a particularly dominant force and therefore this thesis investigates the influence of TikTok User-generated content on impulsive buying behavior towards beauty products among generation Z. Through a qualitative analysis the authors explore the intricate dynamics of TikToks UGC, aiming to uncover trends and patterns that trigger impulsive purchases. Drawing on semi-structured interviews with Generation Z beauty consumers, the study investigates how TikTok's unique features and content dynamics drive impulsive purchases. The analysis focuses on identifying key trends and patterns in UGC that contribute to spontaneous buying decisions, as well as understanding the role of authenticity, trust, and emotional engagement in this process. The findings reveal that individuals who spend more time on TikTok are more likely to exhibit impulsive buying behavior. Key factors influencing these behaviors include the perceived honesty and expertise of influencers, the relatability and aspirational qualities of content creators, and the repeated exposure to products. Limited editions and perceived exclusivity further amplify the urgency to purchase. TikToks video format, which provides immediate and relatable visual proof of products effectiveness, plays a crucial role in driving these impulsive buying decisions. This study underscores the importance for brands to strategically leverage TikToks platform to engage with Generation Z consumers effectively. By creating honest, relatable content and utilizing the power of repeated exposure, brands can enhance consumer engagement and drive sales, fostering long term trust and loyalty among Generation Z consumers.

The following essay aims to study what emotions are engendered in readers through the unreliable narration in the young adult thriller We Were Liars by E. Lockhart. This was achieved through literary analysis of textual components as well as studying video content and comments from readers on the social media platform TikTok, specifically within the BookTok community. The case study of the novel and the analysis of the TikTok content found, based on emotional functions proposed by Claudia Hillebrandt, that surprise, suspense, and confusion where all prevalent emotions expressed by the readers on TikTok. The secondary aim of the essay was to explore the pedagogical benefits of utilizing We Were Liars in the Swedish EFL classroom. Based on the TikTok content as well as literature on the teaching of unreliable narration, the essay argues that the novel could be a useful tool and exercise for students to learn to reconstruct meaning from fallible facts.

Objective: The scientific literature reports on how social media potentially influences eating disorders, although there is a large gap in the specific case of TikToks influence of adolescent's recovery from anorexia nervosa (AN). Our study uses in-depth interviews with female adolescents primarily suffering from AN to explore how they perceive the social media platform TikTok in relation to their recovery. Method: A total of 14 interviews with female adolescents recovering from AN were conducted and analyzed with reflexive thematic analysis. Results: We developed four distinct main themes: social connectivity, algorithmic engagement, regulation and adaptation, and personal agency and recovery pathways. Our findings indicate both potential benefits and harm by TikTok use when in recovery from AN, depending on a complex inter-play of individual and contextual factors. Discussion: The study adds nuance to the on-going scientific debate on the role that TikTok plays in recovery from AN in general from the perspective provided by female adolescents. Suggestions are made for clinical implications at adolescent AN outpatient care including parental or professional support in TikTok adaptations and advice on how to discern when use may betriggering or supportive. Future research would benefit from longitudinal designs and inclusion of how individual differences, such as gender and personality, influence the effects on recovery and TikTok use., CC BY

Objective: The scientific literature reports on how social media potentially influences eating disorders, although there is a large gap in the specific case of TikToks influence of adolescent's recovery from anorexia nervosa (AN). Our study uses in-depth interviews with female adolescents primarily suffering from AN to explore how they perceive the social media platform TikTok in relation to their recovery. Method: A total of 14 interviews with female adolescents recovering from AN were conducted and analyzed with reflexive thematic analysis. Results: We developed four distinct main themes: social connectivity, algorithmic engagement, regulation and adaptation, and personal agency and recovery pathways. Our findings indicate both potential benefits and harm by TikTok use when in recovery from AN, depending on a complex inter-play of individual and contextual factors. Discussion: The study adds nuance to the on-going scientific debate on the role that TikTok plays in recovery from AN in general from the perspective provided by female adolescents. Suggestions are made for clinical implications at adolescent AN outpatient care including parental or professional support in TikTok adaptations and advice on how to discern when use may betriggering or supportive. Future research would benefit from longitudinal designs and inclusion of how individual differences, such as gender and personality, influence the effects on recovery and TikTok use., CC BY

In this paper I examine how two different purposes shape the pre-production and postproduction of audiovisual media by recording and filming a live concert. I have defined the purposes as two different aesthetics: documentation aesthetic and marketing aesthetic. And used the definitions as tools to analyze the process of creating a documentation of a concert and multiple marketing videos aimed at the social media platform TikTok using the same recorded material. I have also reflected on authenticity in both audio and visual documentation as well as ways in which modifying and stretching the truth can enable a better documentary representation of a live concert., I denna uppsats undersöker jag hur två olika syften påverkar förproduktionen och efterproduktionen av audiovisuella medier genom att spela in och filma en livekonsert. Jag har definierat syftena som två olika estetiker: dokumentationsestetiken och marknadsföringsestetiken. Och använt definitionerna som verktyg för att analysera processen att skapa en dokumentation av en konsert, och flera marknadsföringsvideor riktade mot sociala medieplattformen TikTok med hjälp av samma inspelade material. Jag har också reflekterat över autenticitet i både ljud- och bilddokumentation samt på vilka sätt modifiering och tänjning av sanningen kan möjliggöra en bättre representation av en livekonsert.

Amid the Russian invasion of Ukraine, TikTok has emerged as a pivotal platform, where creators utilize its compressed video formats to mediate the harsh realities of war zones. In this article, we examine 97 videos produced by 12 Ukrainian and Russian TikTok creators in response to the 2022 war in Ukraine. We focus on the playful embodiment of trauma using digital ethnography, analyzing creators’ practices and their interconnected memetic communication on TikTok. We identified the use of play through three dynamic practices where platforms, bodies, and trauma converge: (1) the utilization of POV (point-of-view) aesthetic in shareable templates to convey the realities of war from engaging first-person perspectives; (2) the incorporation of dance as a means of embodied creative expression and amplification of trauma; and (3) the harnessing of platform features to facilitate whimsical dialogues with followers about life under war. We argue that playfulness is entrenched in and enacted through platform vernacular modes, driving creators to forge communal ties during adversities and shape the ongoing representation of trauma and its accelerated visibility in digital spaces. We present the concept of playful trauma as a framework for understanding the structural dissonance that arises when creators utilize their bodies alongside platform-specific humorous, ironic, or subversive dialects to perform and amplify the gravity of trauma. This tension provides a unique space for creators to convert their shared experiences of grief and resilience into participatory coping mechanisms. In doing so, they subject and harness their playful platformed body as both the medium and the message, documenting injustices, bearing witness, and galvanizing crowds into action during times of war.

Objective: The scientific literature reports on how social media potentially influences eating disorders, although there is a large gap in the specific case of TikToks influence of adolescent's recovery from anorexia nervosa (AN). Our study uses in-depth interviews with female adolescents primarily suffering from AN to explore how they perceive the social media platform TikTok in relation to their recovery. Method: A total of 14 interviews with female adolescents recovering from AN were conducted and analyzed with reflexive thematic analysis. Results: We developed four distinct main themes: social connectivity, algorithmic engagement, regulation and adaptation, and personal agency and recovery pathways. Our findings indicate both potential benefits and harm by TikTok use when in recovery from AN, depending on a complex inter-play of individual and contextual factors. Discussion: The study adds nuance to the on-going scientific debate on the role that TikTok plays in recovery from AN in general from the perspective provided by female adolescents. Suggestions are made for clinical implications at adolescent AN outpatient care including parental or professional support in TikTok adaptations and advice on how to discern when use may betriggering or supportive. Future research would benefit from longitudinal designs and inclusion of how individual differences, such as gender and personality, influence the effects on recovery and TikTok use., CC BY