TikTok and the Maltese : a netnographic exploration of how the Maltese are using a new social media platform

Abstract

TikTok is a social media application that came to light in 2018, and it quickly became one of the most popular social media applications on the market. The application introduced a new way of using and interacting with content due to the applications user interface and algorithm system compared to other social media platforms on the market. The purpose of this dissertation is to closely observe how the Maltese who are on TikTok, are using it: not just simply looking at the content creators, but the content itself, the motives behind creating such content, and finally how the consumers of said content, interacted with and responded to it. The study specifically looked into the creation of Content Houses and collaborative groups that have formed as the popularity of the app grows. With that growth comes a growth in cyberbullying as people leave hateful comments on content or content creators they do not like, but it’s not all bad. TikTok has been used to create short educational videos, emotional support videos, start important conversations, for marketing and promotional purposes, to show off talents or simply to join in the fun.