Abstract

The use of TikTok by Gen Z activists to interact with and spread the #MeToo movement is examined in this essay. As short form video content and participatory media have grown in popularity, TikTok has emerged as a distinctive platform where social influence, storytelling, and activism come together. The study looks at how the algorithmic design of TikTok emphasize on participatory features such as challenges, hashtags and duets have enabled young users like Gen Z to spread awareness about sexual harassment and assault. How conformity, trend based activism and the desire to be included socially impacts user behaviour and engagement are discussed by using theories of social influence and uses and gratifications. The results demonstrate TikTok’s dual function as a platform for social change as well as entertainment, especially in terms of bringing #MeToo activism closer to younger viewers.

Introduction

With social media expanding, apps with short videos such as TikTok have grown rapidly in the media world because of different variety of contents that are posted on the platform. TikTok was described as “bringing the fun back to social media” (Roose, 2018, p. 1568) which refers to the fun content the channel has become mainly known for. Not only is it used for content creating, but it has also been transformed into a landscape of social change and political engagement which allows new ways of global connectivity. Through the platform’s participatory features, many users and activists have discovered impactful ways to connect with different communities by taking lead and participating in various activist attempts to raise global awareness, drive social change and engage in civic politics (Jin & Crystal, 2023). Movements such as Black Lives Matter, Fridays for Future and #MakeSchoolASaferPlace are facilitated by social media platforms all over the world. This development illustrates the platform’s dual role as a venue for activism and entertainment. Content can spread quickly due to its global reach drawing attention from the public and motivating users to take action through viral sharing and emotional storytelling. This paper explores Gen Z’s use of TikTok as a space to drive change especially in #MeToo movement, analyzing its component of participation in a digitally mediated social context.

1.0 TikTok algorithm system (FYP)

Social media has played a significant and important role in supporting the #MeToo movement, which was first ignited by Tarana Burke in 2006 to bring attentions to the persuasive problem of sexual violence, which affects women of color. Following a string of high profile accusations made by the members of the Hollywood industry that were extensively shared on social media sites such as Instagram and X, the movement gained international attention in 2017. This marked a shift in the way survivors could use online platforms to openly discuss their experiences and look for support. More recently, TikTok has created a new kind of engagement by making activism more approachable for younger audiences. An algorithm that selects content based on user interaction powers each platforms. It is where it chooses content based on user’s interaction as well as interest once that certain topic has been searched up a couple of times. TikTok’s success as a channel for social change is largely because of algorithm. The platform’s “For You” page (FYP) enables content to spread in contrast to other social media platforms where reach Is determined by follower count. This creates an environment where societal problems are made visible through distributed participation.In addition to algorithm reach, influencers also play a big part to help social movement spread their messages (Martin & Sharma, 2022). Media users would create content such as edits, memes, trends and more to spread information by engaging, distributing and reshaping initial messages, frequently adding their own modifications and point of view to make sure their points get across to other users. As a result, social movements that are digitally driven can expand quickly, capturing public interest and emotions which can rally both internal and external resources empowering participants to take action (Mundt et al., 2018; Tufekci, 2014, 2017).

1.1 TikTok as a tool for activism

By consuming, disseminating, and replicating the original messages, users frequently participate in processes of meaning making, usually adding their own modifications and interpretations that supports the current issues and cultural discourse, and by doing so, can propagate flows.

When feelings and affects are communicated, channeled  and shared through the interactive and networked affordances of social media, the “mediality” of social media platforms invites affective gestures that provide the basis for how individuals connect and tune into the events in the making (Lee et al., 2023, as cited in Papacharissi, 2015, p. 62).

Social issue-focused online communities can be formed thanks to the TikTok’s platform. Users are able to remix, respond to an spread stories that add to larger conversations about systemic change through tools like duets, hashtags and group challenges. The features enabled participatory culture which is the main reason TikTok is the perfect platform for Gen Z nowadays to start movements on there. The app being easy to use are especially appealing to younger audience who value artistic self-expression. Because of this, social movements that are digitally mobilized frequently grow rapidly, capturing people’s interest and emotions at once, enlisting the help of both sources internally and externally, empowering movement participants and protesters (Mundt et al., 2018; Tufekci, 2014, 2017). The amplification of survivor voices is among the most important aspects of TikTok’s involvement in #MeToo ‘s movement. Using the platform’s emotional and visual storytelling features, numerous users have shared their personal accounts of sexual harassment and assault in an effort to increase awareness around the world. Although viewers have no gone through similar situations themselves, they can still emotionally connect with these stories because they frequently promote empathy and a sense of shared understanding. Users now express their views and messages about social issues through videos of themselves singing, dancing, cooking and acting out skits, without necessarily putting the social justice messages front and center (Abidin, 2021; Boffone, 2021; Kaur-Gill, 2022; Kaye et al., 2022). Hashtags on the other hand are essential for coordinating online movements. The amount of users that have used #MeToo, demonstrates the movement’s popularity on TikTok. In order to raise awareness, activists can use hashtags and frames to call for action through reflecting on the current conversation, motivating and directing people toward specific actions, planning protests and sharing information. Veil et al. (2015) argue that people who actively share and consume content are known as online publics. The messages that are spread among these publics or consumers can cause frames to appear during this process (Himelboim et al., 2014; Smith, 2010; Xiong et al., 2019).

1.2 Social Influence Theory

According to social influence theory, persuasive speech, authority figures, and interactions with others on the platform have an impact on people’s attitudes and actions. This theory emphasizes the psychological mechanisms behind obedience, compliance and conformity especially in group dynamic where people are impacted and influenced by social norms. It places a strong emphasis on how relationships and social settings shape behavior, particularly on digital platforms. Gen Z activists use convincing arguments and social conformity to interact with movements like #MeToo on TikTok. How well social norms persuade a person to identify with a society and, consequently, shape that person’s desire for social connection and social distancing from that society will determine how much of an impact that they have on an individual (Lim, 2022). To raise awareness and support their causes, they actively engage in trends and online conversations. Trend based activism and conformity are two of the main ways social influence functions on TikTok. Duets, hashtags, challenges and trends on the platforms encourages activists and users to take on messages and behavior that conform to societal norms. When considered collectively, the ideas of social influence recognizes that humans, as opposed to animals, have voluntary control meaning that people may act in accordance with their own judgement or preference (Lim and Weissmann, 2021). This demonstrates the special capacity of people to evaluate and decide how involved they want to be in digital activism. Activism that are trend based and conformity are two of the main ways social influence functions on TikTok. Conformity happens when people frequently in an effort to blend in especially when it’s in terms of social movements because of the different viewpoints everyone has. Deutsch and Gerard (1955) differentiated between normative and informational conformity motivations, the latter of which are driven by the desire to gain social acceptance from others, while the former are motivated by the desire to accurately interpret reality and act appropriately. Social influence, or the need to fit in with a social group is reinforced when prominent activists or media influencers produce #MeToo supporting content that their follower frequently copy and interact with. These acts of virality and recurrence have the potential to change behavior widely and increase public support for social causes. Lim (2022) argue that from a desired standpoint, the idea suggests that social connectivity can have a positive impact on an individual’s level of social activity since people want to feel  included by others. TikTok thus turns into a potent platform for group action, peer assurance and developing one’s identity.

1.3 Uses and Gratification Theory

While sites like YouTube and TikTok provide fun  through a wide range of contents such as videos and memes, people also  utilize social media platforms to find information and remain current with news and trends. The change illustrates how digital platforms are vital for communication in modern culture since they can be used for both entertainment and education. Why Gen Z activists use TikTok as a forum for social change is explained by the Uses and Gratifications Theory. People use media to satisfy a variety of social and personal needs, according to the theory (Lariscy et al., 2011).  Not only are they using it for relaxation, this theory argues that social interaction and information seeking are reasons why users go on media platforms. Social media not only provides entertainment but also satisfies users’ needs for activism, social interaction, and self-expression through various ways which are especially important in online advocacy campaigns. A lot of young people such as Gen Z  use TikTok to quickly and easily learn about social issues. Korgaonkar and Wolin (1999, as cited in Whiting et al., 2013) “also had a similar construct called information motivation which they defined as how consumers use the web for self-education and information” (p. 364). Short form videos offer concise but powerful information on subjects such as injustices, survivor resources and sexual harassment laws. These contents accessibility makes activism easier to understand and more appealing to a wider audience by enabling users to learn more in a matter of seconds. Survivors are able to share their personal stories on TikTok in a way that elicits empathy and emotional reactions thanks to its interactive platform and visual format. These intimate stories frequently foster a feeling of mutual respect or connection among viewers, encouraging virtual communities and promoting allyship. Users usually create content with adding their own creativity to form their stories which results in an emotional kind of activism online. According to Ko et al. (2005), researchers have shown that when consumers or users are driven by informational needs, they become involved through engaging with the content posted. It shows that when consumers are interested and invested in the videos and contents they watch, they will usually share, comment and engage in the discussions, which will then increase the visibility spreading awareness on the movement.

Conclusion

This paper discussed about how TikTok is being used for both entertainment and social change where it proves that it is a potent media platform to be used by Gen Z activists involving in the #MeToo movement. The platform’s algorithm named FYP and engaging features such as challenges, trends and stitch allow users to create, share and spread awareness on the subject and message which can leave an impact through viewer’s emotions. Contents relating to social justice have gained a lot of attention from the platform’s elements and accessibility for younger and older generation audiences. Social Influence Theory was also mentioned to discuss about trend based participation and conformity on the platform which was said to affect user behavior while The Uses and Gratifications Theory explained why Gen Z uses TikTok to satisfy their needs in terms of social awareness as well as self expression through creativity.

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