Diffusion Theory in Regards to TikTok
Social media is arguably the largest and most influential technological change of the modern world. Regardless of opinions, it is here to stay. Social media has been integrated into every aspect of our lives sometimes to an almost smothering degree. The necessity of a smart fridge that can use apps and connect to the internet is certainly debatable, but imagine telling someone fifty years ago you would be able to "tweet" via the door of your refrigerator. Why has social media has such an all consuming and rapid rise to the forefront of a modern upbringing?
The most common answer for why Facebook and Instagram users have an active profile is simply to keep in touch with friends and family, see what they're up to. This does not really cover the cultural powerhouse that is TikTok which somewhat bridged a generational gap. Seeing my mother use the same social media app as my younger sister was unheard of. Everybody can find their own particular niche of content to follow or even produce. So many content creators had no plans to generate a massive following and become celebrities.
You seriously can see the egregious juxtaposition of a Ukraine war video, sports highlights and move clips, or just some teenagers dancing to the latest hit songs within the span of a minute. This instantaneous gratification can fry dopamine receptors and slaughter already depleting attention spans. This ultimate time waster rapidly addicting and comforting in times of boredom. Thus being part of why the app spread to all demographics.
With its massive popularity comes a disproportionate amount of influence, both culturally and even in politics. In 2020 many users utilized the apps reach to stand with the Black Lives Matter Movement and show their support. Whether through jokes or serious statements the app can sway political events. A lot of music today is tailored and created (absolutely for the worse) specifically to go viral on the app and push streams through the roof. A Netflix show can go from unpopular to number one in the country off a little discourse and trendy content on the app. This massive pop culture discourse leads to FOMO. The fear of missing out inspires more people to get involved and stay in the know rather than not understand the latest trends and slang. Back in early 2019, TikTok was not as popular and it was almost seen as "dorky" to have an active profile there. Today, it's surprising and impressive to hear someone abstains from using the app.
TikTok has a growing list of negative effects and controversy due to foreign ownership and potential negative impacts. I can see where these come from agree to an extent, letting a user know who has them in their phones contacts is an invasive and slippery slope. Yet I still use this app and waste plenty of time mindlessly scrolling. The cost benefit is easy to ignore with a dopamine farm accessible at all times.
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