TikTok platform muaj lub zog muaj zog los tsav cov neeg siv khoom siv nyiaj rau cov khoom pom zoo los ntawm cov neeg tsim cov ntsiab lus.Dab tsi yog khawv koob nyob rau hauv no?
TikTok yuav tsis yog thawj qhov chaw nrhiav cov khoom siv tu, tab sis hashtags xws li #cleantok, #dogtok, #beautytok, thiab lwm yam.Ntau thiab ntau cov neeg siv khoom tau tig mus rau kev tshaj xov xwm los tshawb pom cov khoom lag luam thiab siv nyiaj rau cov lus pom zoo los ntawm cov neeg muaj suab npe nrov thiab cov neeg tsim tsis raug.
Piv txwv li, ntawm tus hashtag #booktok, cov neeg tsim khoom qhia lawv phau ntawv tshuaj xyuas thiab cov lus pom zoo.Cov ntaub ntawv qhia tau hais tias cov neeg siv uas siv daim ntawv no los txhawb qee cov phau ntawv tsav kev muag ntawm cov phau ntawv.Qhov nrov ntawm #booktok hashtag kuj tau tshoov siab rau cov lus qhia los ntawm qee lub khw muag khoom loj thoob tebchaws;nws tau hloov txoj kev npog cov neeg tsim qauv thiab cov neeg lag luam mus cuag cov phau ntawv tshiab;thiab lub caij ntuj sov no, nws txawm coj TikTok niam lub tuam txhab ByteDance los tshaj tawm lub npe tshiab.
Txawm li cas los xij, muaj lwm yam tshaj li cov neeg siv tshuaj xyuas uas txhawb kev xav yuav.Cov neeg siv muaj kev sib raug zoo ntawm kev puas siab puas ntsws nrog lub ntsej muag ntawm lub vijtsam thiab lub hauv paus tshuab ntawm TikTok, uas ua lub luag haujlwm tseem ceeb hauv kev tsav cov neeg siv los yuav cov ntsiab lus uas lawv pom.
Credibility ntawm qhov chaw
Valeria Penttinen, tus pab xibfwb ntawm kev lag luam ntawm Northen Illinois University tau hais tias "Lub platform video zoo li TikTok thiab Instagram tau hloov pauv txoj hauv kev uas peb cov neeg siv khoom txiav txim siab yuav khoom.Qhov tseem ceeb, cov platforms no muab cov neeg siv tsis tau pom dua los ntawm cov khoom lag luam thiab cov kev pabcuam thaum lawv haus cov ntsiab lus ntau hauv lub sijhawm luv luv.
Ntau yam ua rau cov neeg siv los txais yuav cov neeg tsim cov lus pom zoo.Hauv plawv ntawm qhov no, lawv hais tias, yog "kev ntseeg siab ntawm qhov chaw."
Yog tias cov neeg siv pom tias tus tsim muaj kev txawj ntse thiab txhim khu kev qha, lawv tuaj yeem txiav txim siab yuav cov khoom ntawm qhov screen.Angeline Scheinbaum, tus kws tshaj lij ntawm kev lag luam ntawm Wilbur O thiab Ann Powers College ntawm Kev Lag Luam thiab Clemson University hauv South Carolina, Tebchaws Asmeskas, tau hais tias cov neeg siv xav kom cov neeg tsim khoom "ua kom haum cov khoom lossis kev pabcuam," uas sawv cev rau qhov tseeb.
Kate Lindsay, tus neeg sau xov xwm uas hais txog kab lis kev cai hauv internet, tau muab piv txwv txog cov poj niam hauv tsev siv cov khoom ntxuav.“Lawv tau txais kev nyiam ntawm cov kiv cua uas nyiam.Thaum ib tug neeg zoo li koj hais tias lawv yog niam thiab lawv nkees thiab txoj kev ntxuav no tau pab nws hnub ntawd… nws tsim ib qho kev sib txuas thiab kev ntseeg siab, koj hais tias, 'Koj zoo li kuv, thiab nws pab koj. , yog li ntawd nws pab kuv.'
Thaum cov neeg tsim khoom xav kom nws tus kheej tsis yog them nyiaj rau kev pom zoo, lawv qhov kev ntseeg tau zoo heev.Sheinbaum tau hais tias "Cov neeg muaj kev ywj pheej ywj pheej muaj ntau qhov tseeb ... lawv qhov kev txhawb siab yog ua siab ncaj qhia cov khoom lossis kev pabcuam uas ua rau lawv muaj kev xyiv fab lossis yooj yim hauv lawv lub neej," Sheinbaum tau hais."Lawv yeej xav qhia nws rau lwm tus."
Qhov kev lees paub zoo no tshwj xeeb tshaj yog muaj txiaj ntsig zoo ntawm kev tsav tsheb yuav khoom hauv niche pawg vim tias cov neeg tsim khoom feem ntau mob siab rau thiab lawv feem ntau muaj kev txawj ntse tshwj xeeb hauv thaj chaw uas ob peb lwm tus tau tshawb nrhiav."Nrog cov micro-influencers no, cov neeg siv khoom muaj kev ntseeg siab ntau dua tias lawv tab tom yuav cov khoom uas ib tus neeg siv tiag tiag ... muaj me ntsis ntxiv ntawm kev xav," Sheinbaum hais.
Cov ntawv tshaj tawm yeeb yaj kiab kuj zoo li muaj kev ntseeg siab dua li cov duab zoo li qub thiab cov ntawv nyeem.Petinen tau hais tias cov yeeb yaj kiab tsim qhov tshwj xeeb "kev tshwm sim ntawm tus kheej" ib puag ncig uas nyiam cov neeg siv hauv: Txawm tias tej yam zoo li pom tus tsim lub ntsej muag, tes, lossis hnov qhov lawv hais tuaj yeem ua rau lawv xav zoo li lawv.ntseeg.Tseeb tiag, kev tshawb fawb qhia tau hais tias YouTube cov neeg muaj koob muaj npe sau cov ntaub ntawv ntiag tug hauv cov khoom tshuaj xyuas kom lawv tus kheej zoo li cov phooj ywg lossis cov neeg hauv tsev neeg - ntau tus neeg saib pom tias lawv "paub" tus tsim, lawv ntseeg ntau dua.
Sheinbaum tseem tau hais tias cov lus tshaj tawm uas nrog rau ob qho kev tawm suab thiab hais lus - tshwj xeeb tshaj yog kev tawm tsam thiab kev hloov pauv hauv TikTok cov yeeb yaj kiab, yuav luag zoo li 30- txog 60-thib ob micro-ads - tuaj yeem "tshwj xeeb zoo hauv kev yaum.".
Cov nyhuv "Parasocial".
Ib qho ntawm cov txiaj ntsig loj tshaj plaws rau cov neeg siv khoom yuav yog qhov kev xav nrog cov neeg tsim khoom no.
Qhov tshwm sim no, hu ua kev sib raug zoo ntawm kev sib raug zoo, ua rau cov neeg saib ntseeg tias lawv muaj kev sib raug zoo, lossis txawm tias kev phooj ywg, nrog cov neeg muaj koob npe, thaum qhov tseeb kev sib raug zoo yog ib txoj kev-ntau zaus, cov neeg tsim cov ntsiab lus txawm tias cov neeg tuaj saib yuav tsis paub. ntawm nws lub neej.Hom kev sib raug zoo uas tsis yog kev sib raug zoo no yog muaj nyob rau hauv kev sib raug zoo, tshwj xeeb tshaj yog cov influencers thiab cov neeg muaj koob muaj npe, thiab tshwj xeeb tshaj yog thaum cov neeg siv ntau tau nthuav tawm lawv cov ntsiab lus.
Qhov tshwm sim no tseem cuam tshuam rau cov neeg siv khoom tus cwj pwm.Sheinbaum tau hais tias "Kev sib raug zoo ntawm Parasocial muaj zog txaus uas tib neeg yuav raug tsiv mus yuav khoom," Sheinbaum hais tias, txawm tias nws yog tus muaj feem txhawb nqa cov khoom lag luam lossis tus tsim ywj pheej sib koom lawv cov khoom nyiam.
Pettinen piav qhia tias thaum cov neeg siv khoom pib nkag siab txog tus tsim qhov nyiam thiab qhov tseem ceeb thiab pom lawv nthuav tawm cov ntaub ntawv ntiag tug, lawv pib kho lawv cov lus pom zoo ib yam li lawv cov phooj ywg hauv lub neej tiag tiag.Nws hais ntxiv tias cov kev sib raug zoo no feem ntau ua rau cov neeg siv khoom rov ua dua, tshwj xeeb tshaj yog ntawm TikTok;lub platform lub algorithm feem ntau thawb cov ntsiab lus los ntawm tib tus account rau cov neeg siv, thiab rov ua dua tuaj yeem ntxiv dag zog rau txoj kev sib raug zoo no.
Nws ntxiv tias kev sib raug zoo ntawm kev sib raug zoo ntawm TikTok tuaj yeem ua rau muaj kev ntshai ntawm kev ploj mus, uas ua rau muaj kev cuam tshuam kev yuav khoom: "Raws li koj tau dhau los ua neeg nyiam ntau dua nrog cov neeg no, nws ua rau muaj kev ntshai tsis ua kom zoo dua ntawm kev sib raug zoo, lossis ua yeeb yam tawm. .Kev mob siab rau kev sib raug zoo. "
Ntim zoo meej
Lindsay tau hais tias TikTok cov khoom lag luam-centric cov ntsiab lus tseem muaj qhov zoo uas cov neeg siv pom qhov tshwj xeeb ntxim nyiam.
"TikTok muaj ib txoj hauv kev ua kev yuav khoom zoo li kev ua si rau qee yam, vim tias txhua yam tau ntim thaum kawg ua ib feem ntawm kev zoo nkauj," nws hais.“Koj tsis yog yuav khoom xwb, koj tab tom nrhiav qib siab dua.txoj kev ua neej.”Qhov no tuaj yeem ua rau cov neeg siv xav ua ib feem ntawm cov qauv no lossis koom nrog kev sib cuam tshuam uas yuav suav nrog kev sim cov khoom.
Nws hais ntxiv tias qee yam ntawm cov ntsiab lus ntawm TikTok kuj tseem muaj zog heev: nws tau hais cov piv txwv xws li "cov khoom koj tsis paub tias koj xav tau," "cov khoom dawb huv," lossis "cov khoom no cawm kuv ..." "Thaum koj tshawb nrhiav, koj 'yuav xav tsis thoob thaum koj pom qee yam koj tsis paub tias koj xav tau lossis tsis paub muaj. "
Qhov tseem ceeb, nws tau hais tias, kev sib raug zoo ntawm TikTok cov yeeb yaj kiab ua rau cov lus pom zoo no zoo li qub thiab qhib txoj hauv kev rau cov neeg siv los ntseeg cov neeg tsim.Nws ntseeg hais tias piv nrog cov muaj zog influencers ntawm Instagram, qhov yooj yim thiab rougher cov ntsiab lus, cov neeg siv khoom xav tias lawv tau txiav txim siab yuav khoom raws li cov lus pom zoo - "disassembling nws hauv lawv lub hlwb."
Cov neeg yuav khoom ceev faj
Txawm li cas los xij, Sheinbaum, tus kws sau ntawv "The Dark Side of Social Media: A Consumer Psychology Perspective," tau hais tias cov neeg siv khoom feem ntau tuaj yeem ntes tau ntawm cov kev yuav khoom no..
Qee qhov xwm txheej, nws hais tias, cov teebmeem parasocial tshwm sim los ntawm kev tshaj xov xwm thiab kev xav ntawm kev sib raug zoo uas tuaj nrog nws tuaj yeem muaj zog heev uas cov neeg siv tsis txhob tso tseg "ntaus" seb cov lus pom zoo tau txais kev txhawb nqa.
Tshwj xeeb tshaj yog cov tub ntxhais hluas cov neeg siv lossis cov neeg siv paub tsawg dua yuav tsis paub qhov txawv ntawm kev tshaj tawm thiab cov lus pom zoo.Cov neeg siv uas mob siab dhau los ua qhov kev txiav txim kuj tseem tuaj yeem dag tau yooj yim, nws hais.Lindsay ntseeg hais tias qhov luv thiab ceev ceev ntawm TikTok cov yeeb yaj kiab kuj tseem yuav ua rau kev tshaj tawm kev tshaj tawm nyuaj dua los tshawb pom.
Tsis tas li ntawd, kev xav ntawm kev xav uas ua rau kev yuav khoom tus cwj pwm tuaj yeem ua rau tib neeg siv nyiaj ntau dhau, Pettinen tau hais.Ntawm TikTok, ntau tus neeg siv tham txog cov khoom uas tsis kim, uas yuav ua rau kev yuav khoom zoo li tsis tshua muaj kev pheej hmoo.Nws taw qhia tias qhov no tuaj yeem yog qhov teeb meem vim tias cov khoom lag luam uas tus tsim xav tias yog qhov zoo rau lawv tej zaum yuav tsis zoo rau cov neeg siv - tom qab tag nrho, cov ntawv tshiab uas tau tshaj tawm txhua qhov chaw ntawm #booktok, Koj yuav tsis nyiam nws.
Cov neeg siv khoom yuav tsum tsis txhob xav tias yuav tsum tau tshuaj xyuas txhua qhov kev yuav khoom lawv ua ntawm TikTok, tab sis cov kws tshaj lij hais tias nws yog ib qho tseem ceeb kom nkag siab tias lub platform txhawb cov neeg siv nyiaj li cas - tshwj xeeb tshaj yog ua ntej koj ntaus "cheem tawm."
Post lub sij hawm: Sep-11-2023