Screen Culture Assignment Sample

Pages: 7 Words: 1814

Introduction

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Screen culture refers to the drawing of the political, cultural and social point of view from one's perspective. These perspectives can be drawn from visualization and moving pictures with skills to interpret and analyze those images. Examples of screen culture are computers, mobile phones, television, e-books, multimedia players, public panels, etc. Talking about the video culture followed by TikTok is based on cultural trends and demography. This application puts emphasis on music trends, dance, fashion, and language. The report sheds light on the video culture followed by the company, what kind of videos TikTok produces, and how people participate in video-making using TikTok.

The online participatory video culture of TIKTOK

The online participatory at TikTok invites users to perform and showcase their talents to the world. According to the theory of Gemma Blackwood which is about media and communication. The theory highlights the importance of screens in the life of people. Screen works as the medium between the person and his audience. People can show their creativity, performance, and innovative ideas to the world. TikTok is famous among children, adults, youngsters and older people as well. The application allows users to drive their social, cultural and political viewpoints connected to some social movements and events. With TikTok the end users can do content sharing and video making which is of short and long duration as well. TikTok met the milestone of over 100 million daily active users in the US and European markets (Business of Apps, 2020). Different genres are offered by the app like singing, dancing, cooking, video making, motivation and education. The duration can differ from three seconds to a minute. TikTok is famous for its creating and recreating of trends with this concept TikTok has a great participatory culture online. This is the main analytical approach of TikTok which demonstrates the connections between the media text, screen culture and end users.

The user engagement of TikTok is related towards recreating videos and following up on trends. Talking about the participatory culture, in this concept the end users don't just behave like consumers but they also behave like the contributors and producers. With this analytical approach, TikTok targets its target audience (Green-Simms and Imma, 2021). Online participation is based on community effect which means that one member in the family will influence others to use the same application for entrainment. Another thing is TikTok is quite popular among adults and children for entertainment purposes. According to the theory based on film, sound and music the storytelling and audience engagement gets increased because children and adults like this type of thing. Also, children and adults are familiar with the use of technology and electronic gadgets in this way the online participation for TikTok is huge. The screen culture of TikTok is highly influenced by current and pop events that are happening in the world today. This is the reason for trends which are born on the app (Howell and Baker, 2022). TikTok is mostly used by the young audience in order to promote the modern pop culture of their generation. The users of TikTok follow active screen participation which is relevant to their matter and they use it in their brand promotion. The screen culture promotion at TikTok is built on the interaction between people who like to make videos and those who follow them. Comic-con is the best example of promoting pop culture. Users follow this trend and influence others too. TikTokers create videos on fashion by wearing their favorite outfits and this influences others to create such videos.

Videos made on TIKTOK

There are different types of videos that are made on the application of TikTok. Those videos include:

Challenges on TikTok

The making of challenge videos is very popular on TikTok. The ice bucket challenge on TikTok was really famous on the app. Every left-to-right video in the app showed the same challenging video again and again. In order to promote their brands some companies posted their brand challenge videos to create brand awareness among users. For examples, challenges like #GuacDance and #PepsiCanBalance were quite famous on the application (Florin, et al., 2021). These videos have the tendency to go viral and crack user engagement at TikTok. With the use of a similar challenge hashtag, the user can make his/her video on top of the application.

Hashtag videos

The application gives a chance to search for popular hashtags on the Internet and one can watch and make videos with those popular hashtags. For example, #seashanty on TikTok was famous for the community and for those who were planning and creating their own story. With the usage of hashtags, one can easily search on the app. Another advantage is that hashtags address a large audience which helps TikTokers grab views and make their videos popular.

Collaboration with influencers

To expand the reach and connection, one can connect and collaborate with the influencers on TikTok. With the help of collaboration with the other creator, one can expand their audience. Collaboration gives the opportunity to expand the watchers by connecting with others.

Lip-syncing videos

Lip-syncing is the first type of video launched by TikTok and because of these videos, the app became fame and a brand (Herrero and Suarez, 2023). These types of videos are still famous on TikTok and people love to perform on them. Lip-syncing videos have gathered a lot of views on the app which has been the motivation behind downloading the app. Users can dance, they can remake the scenes from their favorite movies and can sing the song which they like the most.

Tutorials

Another famous type of TikTok video is tutorials in which one can make videos in order to show their knowledge and learning in doing the respective work. Tutorial videos involve learning by watching others. Users can discover various opportunities when it comes to making tutorial videos. It can be of dance, singing, cooking, workout tips, makeup, etc.

Active participation on TikTok

Users are able to actively participate in TikTok video culture because the application is entertaining and is free to download from the Apple Store and Play Store. TikTok takes care of the privacy of its users. To do this the app provides data privacy in order to protect the private data of its creators. The application also gives the opportunity to talk and collaborate with other content creators to expand their connections. This helps in creating good connections with the influencers who are already famous. Another reason for TikTok's active participation is that the application is made for different countries according to their culture and their respective language. Mostly due to the unique cultures and values that each nation possesses. The key to its expansion is an understanding of the neighborhood market (Bermúdez, 2023). Following the general acceptance of the strategy from ByteDance, TikTok's reach was intended to increase globally. For instance, the app's content was different when it was released in Japan than it was when it was released in the US market since it was released there in the Japanese language. The organization utilized localized elements relating to information, outreach, and processes to provide its members with an excellent community atmosphere alongside outstanding experiences. This is the reason for TikTok's internalization.

TikTok is creative, fun and entertaining that's why the user engagement is high on this app. Talking about the video culture followed by TikTok is based on cultural trends and demography. TikTok puts emphasis on music trends, dance, fashion, and language. The app offers the making of videos which are funny, emotional and creative. TikTok provides in-built sound, text and music effects to its users to make superior videos. It also provides hashtags and challenges in order to make one's video viral and break the internet.

Another reason for active participation is that TikTok gives a chance to build a community for those who share similar interests. For example, the LGBT community celebrates Pride Month on TikTok. Similarly, those who share identical interests such as dance, song, art & craft, cooking, etc. make their own community and share videos in that group (Barnych, et al., 2022). The application also offers some unique features, unlike the other social media platforms like Twitter, Facebook, Instagram and WhatsApp. Some unique features that the app offers on video creation are first, content creation user can make their own content according to their talent and their preferences. Second, businesses can use TikTok to promote their products and their brand by making videos with the collaborators. Third, users are able to create videos on different concepts in different manners. Fourth, people can follow up on their favourite influencer and their favourite company. Fifth, users can also shop on TikTok and discover some unknown brands. Sixth, users who love acting and want to get famous show the highest participation rate. These are some of the main reasons for active participation in video creation by using TikTok.

Conclusion

The information about users, user behavior, and interactivity are offered by TikTok's assets and expertise as content. Other companies may place advertisements on this kind of site so they reach an international audience, adding value to the platform learned in the module. By including various features in its app for various countries, TikTok is maximizing the potential of its business. TikTok's globalization is encouraged by its wealth of assets, creation, and capacities, which encompass algorithms, AI technologies, a significant number of users, end-user involvement, and systems for suggesting things.

References

Books and Journals

Barnych, M., Petrenko, S., Nechaienko, T., Kovsh, O. and Saminina, H., 2022. The Development of New Thinking as a Consequence of the Influence of Screen Culture. Studies in Media and Communication, 10(3), pp.55-62.
Bermúdez, J., 2023. Performing Beyond the Platform: Experiencing Musicking on and Through YouTube, Tik Tok and Instagram. Remediating Sound: Repeatable Culture, YouTube and Music, pp.187-202.
Florin, B., Vonderau, P. and Zimmermann, Y., 2021. Advertising and the Transformation of Screen Cultures (p. 141). Amsterdam University Press.
Green-Simms, L. and Imma, Z.É., 2021. The Possibilities and Intimacies of Queer African Screen Cultures. Journal of African Cultural Studies, 33(1), pp.1-9.
Herrero, C. and Suarez, M.F., 2023. Screen Cultures and Language Education: Current and Future Trends in Teaching, Learning and Research. Teaching Languages with Screen Media: Pedagogical Reflections, p.1.
Howell, A. and Baker, L., 2022. Introduction: The Monstrous-Feminine Protagonist in Twenty-First-Century Screen Cultures. Monstrous Possibilities: The Female Monster in 21st Century Screen Horror, pp.1-23.