Serious Content Discourse in TikTok Videos An Analytical Study During the Second Half of 2023

Document Type : Original Article

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Beni Suef University, Faculty of media and Mass Communication

Abstract

This study aimed to observe, analyze, and interpret the discourse of serious content in TikTok videos, a popular short video application, and how to effectively employ it to attract audiences and achieve desired benefits for viewers. It explores the diversity of serious content on TikTok, which is known more for entertainment than serious content delivery. The study falls under descriptive studies category, utilizing a survey method. Researchers employed qualitative content analysis tool on a purposive sample of serious content videos from 5 channels. Additionally, observation tool was used to analyze the discourse of serious content on TikTok. The study revealed several findings:

- The study demonstrated the diversity of serious content on TikTok, covering political, economic, social, scientific, medical, and other topics. It also showed similarity in presentation methods, including recorded video clips, live streaming from streets or cars, and interactive slideshow formats.

- Results showed that serious content TikTok videos on political subjects utilized graphics, geographic maps, and illustrations. Similarly, economic topics were supported by charts and graphs.

- The study found that the duration of serious content videos on TikTok did not exceed 15 minutes during the study period, with the majority being very short, often lasting only a few seconds. This format caters to the younger generation, which constitutes the most active users of the application.

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