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https://doi.org/10.17645/mac.v10i1.4715
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#ThisIsMeChallenge and Music for Empowerment of Marginalized Groups on TikTok
[Zeitschriftenartikel]
Abstract Media convergence is generating many collective performances on social media, where the rise of short-form videos has created a new opportunity for the empowerment of society on online platforms. In this context, TikTok appears as an application for creative expression through music clips and lip-sy... mehr
Media convergence is generating many collective performances on social media, where the rise of short-form videos has created a new opportunity for the empowerment of society on online platforms. In this context, TikTok appears as an application for creative expression through music clips and lip-syncs. Through the #ThisIsMeChallenge hashtag, which introduces the musical theme of The Greatest Showman film, we analyze a new online practice within messages from traditionally marginalized groups throughout individual and collective life events. In order to understand TikTok as a music venue for social empowerment, we conducted a quantitative content analysis of 100 TikTok posts under the hashtag, and an artificial intelligence sentiment analysis across 8,877 comments. The results show a wide range of performance work that addresses issues of gender, sexual orientation, racial discrimination, and other types of current hate speech. In short, we conclude that TikTok has become a platform that seems to motivate activism and empowerment of marginalized groups through music frameworks that challenge social discrimination.... weniger
Thesaurusschlagwörter
Soziale Medien; Digitale Medien; Partizipation; Empowerment; Diskriminierung; Coping-Verhalten; Video; Musik
Klassifikation
interaktive, elektronische Medien
Wirkungsforschung, Rezipientenforschung
Freie Schlagwörter
#ThisIsMeChallenge; TikTok; marginalized groups; transmedia music; video activism
Sprache Dokument
Englisch
Publikationsjahr
2022
Seitenangabe
S. 157-172
Zeitschriftentitel
Media and Communication, 10 (2022) 1
Heftthema
New Narratives for New Consumers: Influencers and the Millennial and Centennial Generations
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)