TikTok Methods

Introduction

In this article, I provide an overview of an innovative research project that qualitatively analyzes short film videos shared on TikTok, a popular social media platform. With around 800 million active users, TikTok has gained immense popularity, particularly during the COVID-19 pandemic, which has led to a dramatic increase in its global downloads. This rise has transformed TikTok into a dynamic space for sharing viral content, often involving lip-syncing and dancing videos that are approximately 15 seconds long.

Overview of TikTok

TikTok is a platform known for its compelling and often viral content, driven largely by trends that users replicate, such as dance challenges and memes. The platform is organized primarily by hashtags, making it easy to discover videos that belong to different trending topics. This design fosters a collective environment, as users share and engage with videos that align with popular hashtags, transcending individual creativity.

Research Focus

My research project aimed to explore how health information, especially related to COVID-19, circulated on TikTok. This topic gained urgency during the pandemic, as the platform saw an influx of videos from medical professionals sharing both reliable information and participating in viral trends. Notably, the hashtags #DrTikTok and #DiagnosisTikTok have garnered millions of views, highlighting the significant presence of healthcare-related content on the platform.

The COVID-19 pandemic prompted conversations around the "infodemic"—a term coined by the World Health Organization to describe the overabundance of information that complicates distinguishing facts from misinformation. While TikTok was criticized for enabling the spread of misinformation, it also began prioritizing content from official health organizations to combat this issue.

Theoretical Background

To inform my methodological approach, I drew on the concept of "effective atmospheres," which focuses on how environments shape collective feelings rather than individual emotions. This perspective aligns with new materialist thought, emphasizing the agency of digital content and its collective implications.

Research Method

The research involved an innovative qualitative analysis method oriented toward the collective effects of videos rather than an isolated analysis of individual clips. I collected a sample of 200 TikToks through specific hashtags related to COVID-19, doctors, and diagnoses. Random sampling techniques were deemed inappropriate for this project; thus, I created a new TikTok account to conduct the analysis more objectively, reducing personalization biases.

I conducted multiple viewings of each TikTok, noting the emergent elements that became apparent through repetition, as the platform's design encourages users to re-watch videos continuously. The data collection process was accompanied by a research diary to document my viewing experiences and reflections.

Findings

Rewatching TikToks revealed unexpected nuances and interactions between videos that contributed to their collective meanings. My observations indicated that TikTok operates as a referential platform, where videos engage in intricate conversations with each other through trends such as "duets"—where users respond directly to another video, or by mimicking popular dances.

This method opened up avenues for future research directions, particularly the incorporation of participant engagement in the viewing process to enrich the collective understanding of TikTok's content.

Keywords

TikTok, health information, COVID-19, effective atmospheres, qualitative analysis, infodemic, social media, viral content, video analysis.

FAQ

Q1: What is TikTok?
A1: TikTok is a social media platform centered around sharing short-form videos, popular for its viral lip-syncing and dancing content.

Q2: What was the focus of the research on TikTok?
A2: The research focused on analyzing how health information, particularly regarding COVID-19, circulated on TikTok, highlighting the influence of trending hashtags.

Q3: How were TikToks analyzed in the study?
A3: The TikToks were analyzed through multiple viewings to capture collective effects and interactions among videos, rather than solely focusing on individual clips.

Q4: Why is the concept of "effective atmospheres" important?
A4: "Effective atmospheres" emphasizes the collective emotional impact of environments, which is crucial for understanding how TikTok videos interact and influence users beyond individual content.

Q5: What ethical considerations were accounted for in the analysis?
A5: The analysis minimized privacy concerns by avoiding specific usernames, focusing on popular videos with substantial view counts to mitigate risks of referencing less-public content.