Is This Why You're Addicted to TikTok?
Updated: Aug 28, 2022
Why is it that media users today are so drawn to certain forms of pop culture such as TikTok? Well, Globalisation is the answer and here's why.
I know that I'm not alone when I say that TikTok has me in a chokehold. I use the platform for entertainment, inspiration, educational purposes and overall, a way wind down after a long day. In my opinion, this form of pop culture is by far one of the most popular amongst media consumers of Generation Z. As I don't consider myself to be overly global with my approach to news or other forms of pop culture, this platform has allowed my viewpoint to be widened, which is why I choose to continually consume it.
If we zoom out and focus on popular culture, Storey (2015 p.1) states that for this term to be defined we must first define culture. Thus, culture is broadly defined as a certain way of life regarding people, groups, or a particular time period (Storey 2015, p. 1). When exploring the concept of popular culture and its link to TikTok, we must examine the reasons why this platform has evoked such popularity for the people and media users of today's society.
Globalisation
Various reasons are exhibited through the effects of globalisation, which encourage communication between individuals to transcend location and be brought into an online space. This concept is often referred to as a global village (O'Shaughnessy 2012, p.1) Yes, TikTok is also just an extremely relatable and authentic platform, but its promotion of local and global connection has heavily assisted this popular reputation.
Globalisation is identified through communities that display interconnectedness, instantaneity, and interdependence between populations (O'Shaughnessy 2012, p.1). It is the idea that the world is growing increasingly more connected and interdependent due to factors such as advances in technology (National Geographic Society, 2022). An example of this was exhibited during the COVID-19 pandemic, where many users took to the platform to remain connected in a time of global crisis and lockdown. This time saw a dramatic 180% increase of in users aged 15-25 years old in the United States, illustrated in the graph below (Ceci, 2022).
Graph shown above: 'Share of individuals using TikTok during the coronavirus outbreak in the United States in 2020' (Ceci, 2022)
How has Globalisation Increased TikTok's Popularity?
Through a global lens, so many media users gravitate towards TikTok due to its ability to promote collaboration and creative ideas that expand outside of one's everyday bubble. With thousands of new global users joining the platform daily, this is continuously nurturing our curiosity as humans and providing a space to share new ideas, perspectives and experiences from those we would have otherwise not been able to connect with. As a result, increasing the overall acceptance of unfamiliar cultures and beliefs.
TikTok further embodies the concept of globalisation to target personal interests through relevant global trends. For example, my 'For You' page on the platform often displays videos of the latest fashion trends posted by users around the globe. This in turn, not only keeps me engaged with the platform by promoting an area of interest but provides me with a sense of social connection that extends my local area. It allows one to be largely global or not global at all, in turn appealing to a larger range of users and heightening its popularity.
Research undertaken by Vázquez-Herrero, Negreira-Rey, and Rodríguez-Vázquez (2021 p. 3) also highlights that despite Generation Z having access to multiple sources of technology, the mobile phone is the preferred channel for social networking. Overall, reinforcing the power of globalisation on types of popular culture consumed today, specifically mobile phone apps such as TikTok.
Do you consider yourself to be global when consuming popular culture?
REFERENCES
Storey, J. 2015, 'What is Popular Culture', Cultural Theory and Popular Culture : An Introduction, 7th ed, Routledge, New York.
O'Shaughnessy, M 2012, Globalisation, Chapter 25, viewed 20/08/22
National Geographic Society, 2022, National Geographic, viewed 22/08/22
Negreira-Rey, M-C & Rodríguez-Vázquez, A-I 2021, ‘Intersections between TikTok and TV: Channels and Programmes Thinking Outside the Box’, vol. 2, Journalism and Media
BLOG 1 'Key Theorists and Ideas' - TASK 1
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