Den här uppsatsen har undersökt hur förändringsprocessen gick till när folkbibliotek skapade Tiktok-konton och vilka faktorer som spelade roll för kontos upprätthållning. Studien undersökte också hur bibliotekens konton på plattformen har förändrat biblioteksverksamheten enligt folkbibliotekarien. Urvalet till studien var folkbibliotekarier och datainsamlingen skedde genom semistrukturerade intervjuer som sedan analyserades med hjälp av en tematisk analys. Studiens teoretiska ramverk var begreppet förändring samt Lewins förändringsprocessmodell. Analysen visade att alla folkbiblioteken gick igenom en förändringsprocess och följde i stort sett de två första faserna av förändringsprocessmodellen. Faktorer som tidsbrist, motivation och stöd från kollegor och chefer visade sig påverka bibliotekens konton på Tiktok och dess upprätthållning. Analysen visade vidare att folkbibliotekens användning av Tiktok hade en stor påverkan på biblioteksverksamheten där förändringar har skett bland annat på bibliotekens hyllor och deras inköp och utbud. Det har även framkommit att folkbibliotekarierna anser att Tiktok kommer att fortsätta förändra verksamheten fastän de personligen slutar vara aktiva på plattformen.

Aftonbladet, Expressen and TV4 Nyheterna are the largest Swedish news media on TikTok, and this essay focuses on how these media outlets evaluate news and what the news selection looks like on the platform. We proceeded from the theory of commercialization, news evaluation and agenda setting in combination with previous research on news evaluation and news selection on social media to answer our questions. A method triangulation worked well in this essay, where the quantitative part answered the question of news selection, while the qualitative part answered the question of news evaluation. The quantitative part is based on 300 TikTok clips and the qualitative part is based on 5 interviews with journalists. The results show that crime is the most common news genre on the app and that the news evaluation is greatly influenced by the target group and the design of the platform. The result also showed that bad and surprising news are the most recurring news values according to the news selection and that news that takes place in Sweden are the most common. Social, political, and economic issues are the news that engages the audience the most and can be seen in the number of shares, likes and comments. The commercialization of journalism is also prominent in the journalists' evaluation of the news on TikTok, as well as which news is published. However, further research is required to understand the relationship between news rating and news selection on TikTok, as well as additional aspects such as framing and angle.

Studien syfte är att undersöka hur olika klipp på Tiktok kan spegla maktförhållanden och sexisitiska ideal, med ett intresse för att se hur oentliga och privata sfären svävar samman och inuerar beetenden på TikTok. Det empiriska material för studien är baserat på en kvalitativ sociosemiotisk analys av 10 utvalda videoklipp på TikTok, där vi vill förstå olika teckens betydelse utifrån ett socialkonstruktivistiskt perspektiv. Med empiriska exempel från tidigare forskning, kan det argumenteras för att speglingen av maktförhållanden och sexisitiska ideal är skapade av sociala konstruktioner i den oentliga sfären. De huvudsakliga slutsatser som gjordes var att TikTok är ett socialt medium som representerar både maktförhållanden och sexisitiska ideal i stor utsträckning. Speciellt maktrelationer visade sig genomsyra hela analysen. / This study aims to explore how dierent video clips on Tiktok can reect authority in relations between people and reect sexist ideals. With an interest to see how the public and private spheres can collide, and inuence the behaviors on Tiktok.  The empirical work of this study is based on a qualitative social semiotics analysis of 10 selected videos on TikTok, where we try to understand dierent signs with a socially critical perspective. With empirical examples from previous research and literature, it can be argued that the reection of authority in relations and sexist ideals is a social construction, and through the public sphere this construction is legitimized.  The main ndings in this study show that TikTok is a social media that represents both authorities in relations and sexist ideals widely, and authority in relations permeates the entire analysis.

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This study investigates TikTok audios and hashtags through the lens of digital literacy studies, using Ron Scollon's nexus of practice as a theoretical framework. The researcher sought to investigate literacy practices on TikTok, such as how lurkers and posters interact with the app in ways that both define and are defined by their individual identities. Relative to other social media platforms, there is a dearth of research on TikTok. This study contributes to the gap while also building off the findings of Kaye et al., who investigated authorship and (mis)attribution on the app, and Sachs et al.'s claim that Goffman's metaphorical front stage is weakening as users are able to select audiences for identity performance on TikTok. Through ethnographic semi-structured interviews and textual analysis, the researcher found that hashtags and audios work in tandem on TikTok; both hashtags and audios work to traditionally sort videos for users, hashtags offer creators an additional boost to their views, and audios act as an additional sorting mechanism. Furthermore, the study found evidence that audios signal a video's content prior to viewing. The findings additionally opposed Sachs et al.'s claim about the front stage weakening; rather, the participants were acutely aware of the “mortifying ordeal of being known,” with TikTok allowing users to have multiple “front stages'' to perform different aspects of themselves on, while still keeping certain parts to the “backstage.”

Based on the news coverage published 2020 that exposed practices of censorship and shadowbanning of LGBTQ+ creators implemented with the help of the TikTok algorithm the aim of this thesis was established (Ryan et al., 2020). The thesis analyze communication published on the Reddit forum r/actuallesbians regarding the lesbian community on TikTok to examine if there had been algorithmic “folk theories” created regarding the platform’s algorithm. This was done by performing a qualitative thematic content analysis of posts dedicated to the subject of TikTok’s algorithm and lesbian TikTok creators sourced from the Reddit forum. The data sample collected was 4 Reddit posts and their 116 subsequential comments published by 68 users. This analysis found that there were two main themes present in the user’s algorithmic theories; algorithm as it is and algorithm as you make it. Depending on the individuals’ beliefs regarding the algorithm it also affected their belief on the platforms ability to host a diverse lesbian community. The study found that the community had created opposing “folk theories” regarding the function of the algorithm and to what extent the community could create narratives representing the whole community. Depending on the “folk theory” the users were analyzed to fit into, they exhibited different behaviors and beliefs on how community could be created on the platform.

The aim of this thesis is to analyse the first TikTok posts of the Swiss government that were published during the pandemic. This thesis investigates how their Covid-19 vaccine campaign is presented on TikTok and contributes to the field of crisis communication. For this, the analysis relied on two theoretical frameworks. On the one hand, Barthes’ concepts of denotation and connotation (1968) helped to structure the analysis and allowed a clear distinction between the description of visual and textual aspects of the posts as well as possible interpretations. On the other hand, taking the concept of framing (Goffman, 1974) allowed to categorise data and draw patterns of association of the government’s communication with the public. Results of this study show that the frames evidence and facts, claim, call for action and personal motivation are represented in the government’s Covid-19 vaccine-related TikTok posts. Thereby, the government let experts in the field answer to topics of interest to the public and address several concerns about the vaccine such as causing side effects, infertility, allergic reactions, and immunisation after the vaccination. On the other hand, posts also speak to young users and show benefits of getting vaccinated in terms of having more freedom when travelling, meeting people and partying. All in all, the posts make a stiff and planned impression as in an interview situation. Furthermore, people shown in the posts are all middle-class Caucasians, which excludes other subgroups of the population such as non-Caucasians or those with a migration background and is critically discussed. Further studies could elaborate on governments’ post-pandemic communication or other platforms and campaigns.

Denna studie utforskar Lilla Aktuellts nyhetsvärdering under tidsperioden 9 maj 2023 till 22 februari 2024. Syftet med denna undersökning har varit att jämföra nyhetsvärderingen i Lilla Aktuellts sändningar och TikTok-videoklipp. Sociala medier har påverkat människors nyhetskonsumtion och där antalet barn och unga som får sina nyheter från sociala medier plattformar har ökat. Vårt teoretiska ramverk baseras på Håkan Hvitfelts teori om nyhetsvärdering, där 10 punkter omfattar hans kriterier för nyhetsvärdering. Teorin om medielogik har tillämpats för att se vilka skillnader i utförande som sker när man byter plattformar.   Genom en kvantitativ innehållsanalys kodade vi Lilla Aktuellts 100 sändningar och 100 TikTok-videoklipp. I studien undersöker vi ämnen som förekommer i både broadcast och på TikTok, vilken ordning dessa ämnen placeras i och till sist vilka aktörer som kommer till tals i både programmet och TikTok. I vårt resultat för nyhetsvärderingen framkommer det att båda plattformarna tenderar att fokusera på ämnen inom nöje/kultur, sport och samhälle. Utifrån vårt resultat för de som kommer till tals har vi kommit fram till att barn och elitpersoner är de två största aktörerna.

This study examines how young people, in particular adolescents in the ages 18 to 20 years old, use Tiktok to access news. A qualitative interview survey is conducted and analyzed based on the uses-and-gratifications theory and the perception of News-Finds-Me. The respondents taking part in the interviews explain how they use Tiktok to access news, discuss the apps algorithms and how they function on Tiktok. They also talk about in what ways they are influenced by Tiktok and their view on Tiktok and misinformation. Among the respondents, it becomes clear that young people in the ages 18 to 20 years old use Tiktok as their first hand choice as a news source and that they use it every day - for many hours a day. These young adults still find Tiktok as a necessary social media to use to stay updated with world news and what is going on in society and to stay in tune with popular trends. The findings show that these young adults also use Tiktok to stay in touch with relatives and close and distant friends. It also appears that the young adults see Tiktok as a platform to waste time on when bored and that the negative side of using Tiktok for news is that you get addicted to the app, because of its addictive design and algorithms that suggest what you want to see on the app.

Titel : Influencer marketing på TikTok och Instagram: Hur påverkas konsumentens varumärkesattityd, trovärdighet och köpintention?  Nivå : Kandidatuppsats, examensarbete i ämnet Företagsekonomi med inriktning på marknadsföring Författare : Ellen Högberg och Mira Granberg Handledare : Peter Ek Examinator : Lars-Johan Åge Datum : 22 Maj 2024 Syfte : Syftet med denna studie är att skapa förståelse för huruvida val av social plattform i kombination med typ av influencer har en påverkan på konsumentens upplevda trovärdighet, varumärkesattityd och köpintention. Metod : Studien har utgångspunkt i en kvantitativ forskningsdesign med en kumulativ utgångspunkt. Datainsamlingen genererades utifrån en webbaserad enkätstudie som skapades i Google Forms. Enkäten genererade totalt 113 svar och analyserades via en tvåvägs ANOVA-analys. Resultat och diskussion : Resultatet av studien indikerar att det inte finns någon märkbar kombinationseffekt mellan valet av influencer och valet av social plattform. Trots detta visar studien en betydande skillnad när det gäller val av plattform, med Instagram som det primära alternativet. Studien finner ingen signifikant skillnad i valet av influencer. Möjligtvis kan detta bero på att konsumenterna har blivit mer bekanta med denna typ av marknadsföring. Studiens bidrag : Studiens bidrag rekommenderas till de företag som använder sig av influencer marketing. Valet av influencer typ har ingen betydande roll när det gäller den upplevda trovärdigheten, varumärkesattityden eller köpintentionen. Dock bör företag prioritera Instagram framför TikTok som en social plattform för att maximera sin påverkan på konsumenten.   Förslag till vidare forskning : Genom en kvalitativ studie och exempelvis intervjuer, hade det varit lättare att urskilja orsakerna bakom de kvantitativa siffrorna som studien visat. Det hade även varit intressant om framtida forskning hade fokuserat på ett kostnadsperspektiv.  Nyckelord : Influencer marketing, makroinfluencer, mikroinfluencer, köpintention, varumärkesattityd, trovärdighet, TikTok, Instagram / Title: Influencer marketing on TikTok and Instagram: How does it influence consumer attitude, credibility and purchase intention? Level: Final thesis for Bachelor's degree in business administration with a focus on marketing.  Authors: Ellen Högberg och Mira Granberg Supervisor: Peter Ek Examiner: Lars-Johan Åge Date: May 22nd 2024 Aim: The purpose of this study is to create an understanding of whether the choice of social platform in combination with the type of influencer has an impact on the consumer's perceived credibility, brand attitude and purchase intention.  Method: The study is based on a quantitative research design with a cumulative starting point. The data collection was generated based on a web-based survey study created in Google Forms. The survey generated a total of 113 responses and was analysed via a two-way ANOVA analysis.  Result and conclusion/discussion: The results of the study indicate that there is no noticeable combination effect between the choice of influencer and the choice of social platform. Despite this, the study shows a significant difference in platform choice, with Instagram being the primary option. The study finds no significant difference in the choice of influencer. Possibly this could be because consumers have become more familiar with this type of marketing. Contribution: The study's contributions are recommended to companies that use influencer marketing. The choice of influencer type has no significant role in terms of perceived credibility, brand attitude or purchase intention. However, companies should prioritize Instagram over TikTok as a social platform to maximize their impact on the consumer. Suggestions for future research: By using a qualitative study, for example interviews, it would have been easier to discern the reasons behind the quantitative figures that the study showed. It would also have been interesting if future research had observed the same problems as this study, but that the study focuses on a cost perspective. Keywords : Influencer marketing, macroinfluencer, microinfluencer, purchase intention, brand attitude, credibility, TikTok, Instagram