STEREOTYPED-INFORMATION BEHAVIOR CAUSED BY SOCIAL MEDIA: A CASE STUDY OF TIKTOK

Abstract

This study delves into the phenomenon of stereotyped-information behavior within the realm of social media, with a specific focus on the TikTok platform. Employing a multi-method approach, we aim to unravel the intricate dynamics at play when users engage with content that may reinforce existing beliefs and stereotypes. The prevalence and multifaceted nature of stereotyped-information behavior are illuminated through a comprehensive analysis of user interactions on TikTok. Our findings reveal a compelling pattern: users exhibit a tendency to engage with content that aligns with their pre-existing beliefs. A distinctive feature of TikTok is its visual-centric format, characterized by short, engaging videos. This aspect amplifies the potential for stereotype reinforcement. Visuals and memes, in particular, emerge as powerful tools for the dissemination of both accurate and biased information. Furthermore, our investigation sheds light on the formation of filter bubbles and echo chambers within the TikTok ecosystem. Users tend to be enveloped in content and interactions that reaffirm their existing beliefs, potentially limiting exposure to diverse perspectives. This phenomenon mirrors observations on other social media platforms and emphasizes the need for strategies to foster a more inclusive information environment. This research underscores the pressing need for continued investigation into the ways social media platforms influence the consumption and processing of information. As these platforms continue to shape public discourse, it is imperative that users, content creators, and platform developers alike remain vigilant in their efforts to mitigate the potential perpetuation of stereotypes.