Digital inclusion in the TikTok ecosystem: analysis of the hashtag #ThingsTheyTellMe

ABSTRACT

The confinement caused by Covid-19 has accelerated the expansion of social networks such as TikTok (Tamara, 2020), which is experiencing profound growth among younger users. The centennials in this network focus mainly on the production and dissemination of tutorials, vídeo selfies, choreographies or humorous videos designed to entertain their followers (Suárez-Álvarez and García-Jiménez, 2021). However, the platform can also be used to give a voice to minorities, report situations of inequality or claim the rights of certain groups (Sánchez-Castillo and Mercado-Sáez, 2021). To this end, the network launched the hashtag #ThingsTheyTellMe;an inclusive initiative to promote the fight against inequality and discrimination against people. This hashtag invites citizens to denounce the exclusion they have suffered at certain times in their lives. The aim of the study is to identify the issues addressed in the publications and to find out the evaluations issued by a group of experts on these issues. The methodology consists of two different qualitative techniques content analysis and a focus group. A content analysis sheet and a semi-structured questionnaire were prepared, both of which were developed in-house. After analysing a total of 200 videos and learning about the perceptions of three PhDs in communication and three PhDs in education, it was observed that the prosumers of this network have reported situations of rejection based on place of birth, gender, physical appearance, sexual orientation, profession, family composition, beliefs or hobbies. In conclusion, the diversity of issues addressed shows that TikTok represents an ideal showcase for combating inequalities, but it is necessary to develop other complementary actions, in the communication and educational sphere, to generate lasting positive change over time. Copyright © 2023 (Micaletto-Belda, Martín Ramallal).