The social media app TikTok has recently grown enormously worldwide, especially among young people. The purpose of this study is therefore to investigate seven high school students' knowledge regarding advertising literacy between the ages of 17-18, and how it affects their approach to advertising on TikTok. The study uses theories such as the reception theory and previous research studies that are within the subject. These studies consist of stealth marketing, influencer marketing and media literacy.  The study used a qualitative method by conducting semi-structured interviews that were based on showing the respondents two TikTok videos before and after the interview as well as an interview guide that contained the areas and themes the interview would revolve around. These interviews would be the foundation of answering the studies three primary questions: How do the respondents answer towards stealth marketing on TikTok? What strategies do the respondents use to identify influencer marketing on TikTok? And how does the respondents' way of viewing a TikTok video change after an interview that highlights marketing?  The results of the study indicate that the respondents’ approach to stealth marketing on TikTok is influenced by their motivation to take part of the content as well as identifying a certain uncertainty regarding their stance towards stealth marketing. The overall strategies the respondents use to identify influencer marketing on TikTok are through tags and hashtags in the description, when company logos and trademarks appear, noticing the influencer's tone of voice, and if the influencer's content is different from what they normally do. And last but not least, the respondents became generally more critical towards the two TikTok videos after the interview had taken place.  The conclusion of this study is to encourage Swedish schools to become better at teaching students about source criticism and stealth marketing on social media platforms since this study has shown a pattern of uncertainty among the respondents regarding their criticism skills on social media platforms.

The gradual disappearance of the so-called ‘alt-right’, caused in part by the gradual deplatforming of its figureheads has created somewhat of a power vacuum, allowing for a new generation of far-right influencers to take over. The Groyper movement, led by 23-year-old Nicholas J. Fuentes, could in this sense be described as one of the successors of the alt-right. The Groypers are youth-led and youth-oriented, insofar as their primary aim is to radicalize – or ‘red pill’ – Generation Z, a strategy outlined both in their speech and their use of social media platforms primarily used by young people, with TikTok being the most notable example. Despite the movement’s relative infancy, it could easily be described as one of the fastest growing far right group in the modern era – in large part due to the perfect storm created by the COVID-19 lockdowns and the Black Lives Matter protests – and has recently begun to spawn culturally distinct offshoots outside of the United States into countries like Canada. This thesis will therefore examine the discursive practices of the Canadian ‘branch’ of the Groyper movement on TikTok in order to identify some of the tactics it uses to facilitate the radicalization of teenagers and young adults by drawing on Ruth Wodak’s Discourse-Historical framework. The findings of this project add to a growing body of research regarding youth-oriented far-right movements, the use TikTok for propaganda purposes, and the broader literature of discourse analysis.

The adaptation of marketing has led brands to connect with the clients through the usage of theiremotions, understanding the joy or sadness an element can create in a customer, which increasesthe possibility of a recognized experience.To analyze the effects that emotions can create in customers, the usage of Duolingo’s case studywas implemented, the understanding of their new strategy used on TikTok, allowed this studyto analyze the results of such adaptations in generation Z, as the main target through the TikTokplatform.Interviews were used in this study to collect data from the public and understand the value ofemotional marketing to make buying decisions.The conclusion of this thesis resulted in the lack of development that Duolingo’s emotionalmarketing has to this day, due to missing information about the brand and the product. Thisthesis identified that the results are between positive and negative depending on the backgroundfrom the customer, since those having previous knowledge about the company appreciate betterthe usage of joy or sadness, different from users that were not able to identify the company.This analysis aims to help other companies that are looking to adapt through social media, byunderstanding how their competitor have done previous marketing campaigns, teaching themto not repeat the same mistakes.

Förändrade medievanor bidrar med nya litteraturdidaktiska förutsättningar, såväl utmaningar som möjligheter i litteraturundervisningen. Syftet med denna studie är att undersöka vad som händer med en äldre litterär text när den gestaltas på Tiktok och vilken eventuell litteraturdidaktisk potential sådana Tiktok-videos besitter. Detta genom att analysera vad från det klassiska verket Iliaden som gestaltas på Tiktok. Vidare syftar uppsatsen även till att diskutera om Tiktok-videos kan användas för att underlätta mötet mellan mottagaren (eleverna) och det klassiska verket Iliaden. Då Tiktok är ett nytt studieobjekt inom den didaktiska forskningen kommer avslutningsvis även en mer övergripande didaktisk diskussion föras. Materialet i studien utgöras av Tiktok-videos om Iliaden som har analyseras utefter teman inspirerat av metoden innehållsanalys. Studiens teoretiska utgångspunkt är utifrån McCormicks repertoarbegrepp samt Torells litterära kompetens. Vad analysen visar är att många av de teman som gestaltades på Tiktok liknande annan typ av fanfiction. Utifrån tidigare forskning går det att se att fanfiction kan användas i undervisningen för att vidga elever litterära och allmänna repertoarer. Vad analysen också visar var att det går att urskilja litteraturdidaktisk potential i materialet i Tiktok-videorna, framförallt när det kommer till literary transferkompetensen. Att skapa intresse och aktivera eleverna genom att låta de använda sina egna erfarenheter för att leva sig in i Iliaden och på så vis skapa intresse för att läsa originalverket. Analysen visade alltså att Tiktok-videorna kan användas för att underlätta mötet mellan eleverna och Iliaden i traditionell form främst genom att Tiktok-videorna fungerar som en inspirationskälla till att läsa det traditionella verket. Det viktigaste som uppsatsen belyser är att intresset för Iliaden på Tiktok är ett kvitto på den enorma kraft som skönlitteraturen har i att hela tiden förnya sig och utvecklas. Vad uppsatsen visar är att Tiktok inte alls behöver beskrivas som ungdomars akilleshäl utan har potentialen att inspirera läsningen av en äldre litterär text.

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This thesis explores an understudied area in political communication research by examining populist communication on the social media platform TikTok. Specifically, the study focuses on content related to the Sweden Democrat party during the 2022 election. This thesis also proposes an integrated methodological and quantitative empirical framework for analyzing the multi-dimensional relationships present in political communication on digital social media. By identifying key hashtags used by followers of the party during the time of the 2022 election, including the campaigning leading up to it and the government formation following the election, new empirical data consisting of 250 TikTok videos and their accompanying information was collected. Firstly, the data was used to map SD tagged content on TikTok. Secondly, while difficult to measure, a framework was created to code and operationalize populist characteristics within the TikTok posts. Through quantitative content analysis and linear regression, the study examines the relationship between TikTok affordances and populist communication. Affordances are used to describe what an object, or in this case, a technology, can be used for and let a user do. Finally, the data collected was used to determine potential relationships supporting that populist style communication is favored by social media affordances. The results show that videos on the topic of immigration and videos from accounts with many followers were significantly related to virality. However, limitations in studying content on TikTok, due to the platform’s API were highlighted, as well as the difficulty of handling and coding video data from the platform. Overall, this study contributes to the field of political communication by demonstrating the multi-faceted relationship between media logic, social media affordances, and populist communication.

Since the birth of social media, journalism has been challenged through an increasing social media popularity. Newsrooms have consequently established a presence in social media of their own. A number of studies have examined the effect of social media logic on journalism and concluded that it makes the the news more entertaining at the expense of informative purposes. However, sports journalism has thus far been unexplored in this regard. This study explores how the already entertainment focused journalistic genre is affected by a move to social media, specifically TikTok, in a news value perspective. It also investigates what purposes a sports newsroom could have with a TikTok presence. Through a quantitative content analysis partly based on Harcup and O'Neills news values, and in light of social media logic, the study examines and tries to explain the differences in news values between the content on Sportbladet's web and TikTok account. The analyzed material is from the 2022 World Cup in Qatar. The findings show significant differences between the news values in the two distribution platforms, including a majority of agenda friendly, audiovisual and entertaining posts on TikTok and web articles including conflict, power elite, follow-ups and drama. Thus, a split up of news values is suggested: social and traditional. Additionally, two possible purposes with a TikTok presence are identified: marketing towards a younger audience, and establishment on a future main platform for news distribution. The social effects of both eventualities are discussed.

This study includes an analysis and an understanding of the issue in the subject area of young adults in Sweden, TikTok, consumption and organic marketing. The purpose of the study is to examine how organic marketing on TikTok can influence young adults’ consumption, specifically of beauty products. By conducting research on the subject, we aim to contribute new insights regarding the impact that TikTok has on the consumption patterns of young Swedes when it comes to beauty products in Sweden. To enable this analysis, empirical qualitative data was collected, which was later analyzed using theories by, for example, Kotler et al. (2019), Denscombe (2021) and Fejes (2019). Data has been collected through interviews with young Swedish TikTok users and employees at two well-known beauty stores in Sweden. One key result that has emerged from this study is that young Swedes who use TikTok are significantly influenced by the content presented on this media platform. The results also show that TikTok users exhibit a higher tendency to resort to the consumption of beauty products to follow trends, join a community, and strive for similar appearances as the creators in the video clips. Therefore, the conclusion states that young Swedish TikTok users are influenced by consumption and different purchasing behaviors through organically marketed beauty videos, especially if the content of the video clips is engaging and informative. This is because these videos often inspire and create a desire for TikTok users to consume.

Background: Over time, social media platforms have become a part of people’s daily lives. Social media allows consumers to share thoughts, ideas, and experiences with other consumers, and eWOM evolved. Lately, TikTok has become one of the biggest social media platforms and, in turn, one of the biggest for eWOM; consumers use the app to share content, including product evaluation and recommendations. But there is limited understanding of how eWOM affects consumers’ purchasing behaviour on a platform like TikTok. Purpose: The purpose of the research is to explore the area of young adults’ consumer purchasing behaviour based on their experience of TikTok eWOM regarding beauty products and how the products’ virality affects their purchasing behaviour. Method: The study follows an interpretivist philosophy with an inductive research approach, as the aim is to understand and explore how eWOM affects consumer purchasing behaviour. Further, data were collected through four focus groups. Data were later analysed through inductive coding. Conclusion: The study concluded that four significant characteristics and evaluation factors of eWOM on TikTok affect the consumer's purchase behaviour. The characteristics are the content creators’ effect on the video message, quality, quantity, and following trends. Where quantity and following trends lead to virality and FOMO, which influences purchase behaviour. eWOM on TikTok was perceived to cause more impulsive purchases than on other social media platforms because of its algorithm and user platform trust. Impulsive purchases, in turn, influenced consumer purchase behaviour.

Since 2019, therapy content from both mental health professionals and social media users has proliferated on both TikTok and Instagram, a phenomenon some have called Tiktok and Instagram therapy. This study explores two different facets of social media therapy. It explores how individuals with a history of depression engage with these accounts in order to cope with their condition. It also explores the content about depression this study's participants consume in the process, which knowledges about depression are privileged and which remain obscured. Based on qualitative content analyses of in-depth semi-structured interviews and collected social media posts from Instagram and Tiktok, this thesis adopts Foucault's theoretical approaches to Technologies of the Self and Power/Knowledge to reveal the complexities of social media therapy in the context of neoliberal mental healthcare and the dominance of psychiatric and psychological knowledge about depression. The findings show that social media therapy is a valuable tool for this study's participants through the careful curation of their social media therapy content and, thus, allowing them to gain better (self-)knowledge, tools for self-care and a sense of community to better cope with depression. However, participants' practices reveal a tension between the notions of agency and neoliberal imperatives of self-management operating simultaneously within the current mental healthcare context. The findings further show that social media therapy reinforces the stronghold of the medical and psychological sciences on conceptions of depression and reproduces neoliberal imperatives of self-responsibility and individualization, disregarding the social and structural determinants of depression. This study thus concludes that while social media therapy is a site of contradictions, its appeal and helpfulness in the current neoliberal mental healthcare context cannot be denied. Nevertheless, there is a need to bring more awareness to social and structural conditions leading to depression.