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Analyzing Indigenous Representation and Engagement on TikTok
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- Author(s) / Creator(s)
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TikTok has transformed how we consume entertainment, gather information, build digital communities, and connect. Indigenous TikTok has emerged from Indigenous Peoples' desire for amplified and authentic visibility in digital spaces. Indigenous TikTokers use this social media application to educate users, revive cultural traditions, and express humour. Despite the thriving presence of Indigenous TikTok as a digital space for storytelling, learning, and socializing, fewer studies examine how audience engagement reflects interactions with and perceptions of Indigenous TikTok content. Rather than studying the work or experiences of Indigenous Tiktokers themselves, this research focuses on exploring how engagement metrics — likes, comments, saves, and shares — reflect the representation of Indigenous Peoples on TikTok. This qualitative study will employ an in-depth analysis of publicly available engagement data from videos of four influential Indigenous TikTokers located on Treaty 6 territory, carefully selected to represent a range of follower counts and engagement rates. The analysis will provide insights into how Indigenous TikTokers' content on online platforms resonates with their audiences and contributes to the co-construction of cultural narratives. The findings will contribute to a better understanding of how audience engagement with Indigenous TikTok plays a role in Indigenous representation, knowledge sharing, and community building.
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- Date created
- 2024-07-01
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- Type of Item
- Report