Background
TikTok is an emerging social media platform that is particularly popular among young adults and children. The company that developed the software, ByteDance, describes the mission of the app as “to in inspire creativity and bring joy” (TikTok, 2020). As of October 2020, TikTok is the fastest growing social media platform. It now has 1.5 billion active users and 315 million installs in the first quarter of 2020, which is more users than any other app has achieved in a single quarter (Weimann & Masri, 2020). Demographic analysis revealed that 41% of users are between 16 and 24 years of age, with 90% of these users logging into the app daily (Weimann & Masri, 2020). Further, in the short time this app has existed, the amount of “likes” it has gathered from its users has surpassed that of other popular social media platforms such as Facebook, Instagram, and Snapchat (Weimann & Masri, 2020). There are many styles and formats of videos commonly seen on TikTok. Some of the most watched videos include lip-synching and dancing.
TikTok may provide survivors of sexualized violence (SV) an outlet and the ability to share their stories. TikTok has accumulated a large number of active participants, particularly between the ages of 16-24; the impacts of social campaigns aimed at education about SV--and the ability for this platform to be used in this capacity—is promising and understudied.
Recounting emotional stories has been shown to be therapeutic, leading to improvements in mental and physical health (Pennebaker, 2000). Breaking the silence on SV has also fostered solidarity amongst survivors, which often builds common ground through a shared understanding of trauma (Rogers, 2018).
Some studies have demonstrated that story-telling may be a more powerful tool for educating and convincing an audience compared to rational arguments, statistics, and facts (Kaufman, 2003). One study found that since the #MeToo online movement went viral, creating an environment in which stories of SV could be shared, around 40 percent of young men responded that the movement had changed the way they interact with potential romantic relationships and 25 percent of the young women participants reported noticing changes in men’s behaviour toward women (Zeilinger, 2018). These preliminary studies and analyses demonstrate the great potential for social media and TikTok as tool for education. Overall, storytelling is essential in rewriting and challenging the dominant scripts that normalize SV and blame victims (Rogers, 2018). In an online setting, storytelling may be more accessible, comfortable, and safer for survivors to share and speak about their experiences (Johansen, 2005). Despite this progress, barriers are still in place that prevent survivors of SV from sharing their stories. Society remains deeply rooted in misogyny, and many people unknowingly bear a patriarchal mindset that allows voices to be silenced (Bhattacharyya, 2018).
The focus of this commentary is to analyze both the style of videos that survivors of SV use to share their stories on TikTok, as well as discuss the data analytics of 14 TikTok creators who have shared experiences of SV.
My Positionality
My dual role as the researcher in this project as well as a survivor of sexualized violence allows me to be better suited to perform this research. I share the collective anger, shame, and guilt that many individuals have shared via social media. I remain grateful and admire the courage, bravery, and strength of all individuals who share their stories. I reside in the pain that many express through their stories, in hopes of raising awareness and making others feel less alone. I hope that by conducting academic research in this field, we can encourage conversation and inspire meaningful change, so that survivors are not met with shame, but rather empathy, compassion, and love.
What I did
I used a passive internet-based ethnography methodology in a naturalistic inquiry to examine and develop a preliminary commentary on the TikTok platform. The benefits of this methodology included removing the barrier of geographical location, and allowing international sampling and global perspectives to be more accessible, which is particularly useful when examining social media trends (Keim-Mappass, 2014). Keim-Mappass et al. (2014) reported that participants in their internet-based ethnographic study were able to discuss many topics openly that they may have difficulty discussing in traditional face-to-face qualitative interviews, such as troubling or sensitive topics.
The sample includes individuals between the ages of 16-24, as many users on TikTok fall into this category (Weimann & Masri, 2020). I analyzed publicly available videos, comments, and other statistical features (i.e. number of views and “likes”) under specific hashtags, including; #SexualViolence, #SexualAssault, #SexualAssaultSurvivors, #RapeSurvivor, and #Consent. I also evaluated different viral sensations, including the #MeToo movement and #DenimDay. All data is representative of numbers current in November 2020.
It should also be noted that this commentary does not aim to place value on the number of likes, views, comments, and shares a post may receive. All survivors who share their stories show immense bravery and courage in doing so. This commentary simply aims to bring attention to the scope and vast numbers of individuals to which these videos and acts of strength may reach.
What I found
Through the quite limited quantity of hashtags and viral trends analyzed in this paper, around 800 million views and 15 million likes were accumulated. This may be a result of both the great number of users on the platform as well as the TikTok algorithm that caters the users feed towards previous interests and current popular videos on the platform (Anderson, 2020). The following tables summarizes the data I complied on the top two more popular videos on the hashtags analyzed.
Table 1. The likes, comments, shares, and views of the top two videos under the #MeToo and #DenimDay viral hashtags.
*= comments disabled on the video
K= thousands
M= millions
Table 2. The likes, comments, shares, and views of the top two videos under the #SexualViolence, #SexualAssault, #SexualAssaultSurvivors, #RapeSurvivor, and #Consent hashtags.
Why are these findings important?
Throughout the 14 TikTok videos analyzed in this commentary, many different styles and formats of video were observed. The range included dancing with on-screen text, lip-synching with on-screen text, and re-enactments of stories. Interestingly, no videos of the creator themselves speaking were observed in this study. This finding challenges traditional means of story-telling, whereby one is verbally accounting their experience to a researcher, camera, or other person (Bhattacharyya, 2018). Future research is needed to examine how alternate methods of story-telling may impact the experience of survivors of SV sharing their stories, and how effective different methods of story-telling may be in fostering a sense of solidarity among survivors of SV and changing dominant scripts about SV.
Overall, in just the few specific tags that were analyzed, there was a very large quantity of interaction received. It should be noted that the hashtags analyzed are not comprehensive of all content on the app related to SV, and there are also videos that exist that have no hashtags related to SV. TikTok may be a promising avenue for survivors of SV to share their stories, connect with other survivors, and foster a sense of solidarity. In bravely sharing their stories on TikTok, these creators are educating millions of people, which may help dismantle rape culture.
References
Bhattacharyya, R. (2018). # Metoo Movement: An Awareness Campaign. International Journal of Innovation, Creativity and Change, 3(4).
Kaufman, B. (2003). Stories that sell, stories that tell: effective storytelling can strengthen an organization's bonds with all of its stakeholders.(Communication). Journal of Business Strategy, 24(2), 11-16.
Pennebaker, J. W. (2000). Telling stories: The health benefits of narrative. Literature and medicine, 19(1), 3-18.
Rogers, K. (2018). Honouring the stories of student-survivors: trauma informed practice in post-secondary sexualized violence policy review(Doctoral dissertation).
Rotenberg, C., & Cotter, A. (2018). Police-reported sexual assaults in Canada before and after #MeToo, 2016 and 2017. Statistics Canada.
Snowden, D. (1999). Story telling: an old skill in a new context. Business information review, 16(1), 30-37.
Weimann, G., & Masri, N. (2020). Research note: Spreading hate on TikTok. Studies in Conflict & Terrorism, 1-14.