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Tiktok as a Political Communication Medium: An Examination of the United Nations

Yıl 2025, Sayı: 69, 136 - 156, 18.03.2025

Zindan Çakıcı

https://doi.org/10.47998/ikad.1580671

Öz

In contemporary society, TikTok has emerged as a preeminent platform increasingly used by political entities to facilitate the advancement of communication strategies and currently boasts over 1.1 billion active users. The United Nations (UN), established in 1945 as a quintessential international political institution, inaugurated an official TikTok account in 2020 in response to the exigencies imposed by the Covid-19 pandemic. An examination of the extant literature reveals a marked paucity of scholarly inquiries critically evaluating the UN's social media communication strategies, particularly a notable dearth of analyses specifically addressing the UN's strategic engagements on TikTok. This study aspires to augment the existing corpus of literature concerning TikTok's role in global communication by scrutinizing the UN's communication strategies on this platform. The research entails a content analysis of 287 posts disseminated via the UN's TikTok account from March 31, 2020, to October 26, 2024. The findings elucidate that the UN has adeptly constructed a digital communication strategy characterized by the extensive integration of elements, including subtitles, captions, music, and hashtag within its TikTok posts. Moreover, the analysis indicates that the UN endeavors to transmit salient messages to its audience through a diverse array of audiovisual formats and affective tonalities. However, it is also observed that the UN inadequately addresses the exigencies of marginalized populations on TikTok, manifesting disparities in representational equity for specific demographic cohorts and exhibiting insufficient adherence to the principle of multilingualism. Finally, the UN was found to have a clear bias in its TikTok content regarding global political issues, a stance evident in the framing of the content.

Anahtar Kelimeler

Digitalization Social Media Political Communication United Nations TikTok

Kaynakça

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Bir Siyasal İletişim Aracı Olarak Tiktok: Birleşmiş Milletler Üzerine Bir İnceleme

Yıl 2025, Sayı: 69, 136 - 156, 18.03.2025

Zindan Çakıcı

https://doi.org/10.47998/ikad.1580671

Öz

Günümüzde 1.1 milyardan fazla aktif kullanıcısı olan TikTok, siyasi kuruluşların iletişim stratejileri doğrultusunda kullandığı bir platform haline gelmiştir. 1945 yılında kurulan ve en etkin uluslararası siyasi oluşumlar arasında yer alan Birleşmiş Milletler (BM) de, Covid-19 pandemisiyle birlikte 2020 yılında TikTok’ta resmi bir hesap açmıştır. Literatür incelendiğinde, BM’nin sosyal medyadaki iletişim stratejilerini ele alan çalışmaların sınırlı olduğu, BM'nin TikTok'taki iletişim stratejilerini analiz eden akademik çalışmaların ise bulunmadığı tespit edilmiştir. Bu çalışma, BM’nin TikTok'taki iletişim stratejilerini inceleyerek, TikTok'un küresel iletişimdeki rolüne dair mevcut literatüre katkı sağlamayı amaçlamaktadır. Çalışmada, BM’nin TikTok hesabında 31 Mart 2020 ile 26 Ekim 2024 tarihleri arasında yayımlanan 287 paylaşım, içerik analizi tekniği ile incelenmiştir. Araştırma sonucunda, BM’nin TikTok paylaşımlarında yoğun bir şekilde altyazı, açıklama, müzik ve hashtag gibi unsurları kullanarak etkili bir dijital iletişim stratejisi geliştirdiği ve bu strateji aracılığıyla geniş bir kitleye ulaşarak takipçilerle etkileşim sağladığı tespit edilmiştir. Ayrıca, BM’nin farklı video türleri ve çeşitli duygusal tonlar kullanarak takipçilerine etkili mesajlar iletmeye çalıştığı saptanmıştır. Bununla birlikte, BM’nin TikTok'ta dezavantajlı bireylerin ihtiyaçlarını yeterince dikkate almadığı, videolarda belirli gruplara yönelik temsilde dengesizliklerin bulunduğu ve çok dillilik ilkesinin yeterince uygulanmadığı tespit edilmiştir. Son olarak, BM’nin TikTok içeriklerinde dünya siyaseti açısından ayrımcı bir tutum sergilediği ve bu tutumun içeriklerde belirgin bir şekilde görüldüğü belirlenmiştir.

Anahtar Kelimeler

Dijitalleşme Sosyal Medya Siyasal İletişim Birleşmiş Milletler TikTok

Kaynakça

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  • Kobak, K. (2022). # TikTokkapansın hareketi: Twitter’da sosyal ağ analizi. MANAS Sosyal Araştırmalar Dergisi, 11(1), 309-319. https://doi.org/10.33206/mjss.935068
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  • Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of Marketing Research, 57(1), 1-19. https://doi.org/10.1177/0022243719881113
  • Li, Y., Guan, M., Hammond, P., & Berrey, L. E. (2021). Communicating COVID-19 information on TikTok: A content analysis of TikTok videos from official accounts featured in the COVID-19 information hub. Health Education Research, 36(3), 261–271. https://doi.org/10.1093/her/cyab010
  • Literat, I. (2021). “Teachers act like we’re robots”: TikTok as a window into youth experiences of online learning during COVID-19. AERA Open, 7, 1-10. https://doi.org/10.1177/2332858421995537
  • Literat, I., & Kligler-Vilenchik, N. (2023). TikTok as a key platform for youth political expression: Reflecting on the opportunities and stakes involved. Social media + Society, 9(1), 1-10. https://doi.org/10.1177/20563051231157595
  • Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of Computer-Mediated Communication, 17(3), 337–353. https://doi.org/10.1111/j.1083-6101.2012.01576.x
  • Lund, B. (2019). Universities engaging social media users: An investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes. Journal of Marketing for Higher Education, 29(2), 251-267. https://doi.org/10.1080/08841241.2019.1641875
  • Maghfiroh, M. L., & Mandasari, V. (2024). The influence of digital TikTok marketing content on brand image in Kemaiu products. International Journal of Multidisciplinary Research and Literature, 3(1), 57-63. https://doi.org/10.53067/ijomral.v3i1.195
  • Markey, C. H., August, K. J., Gillen, M. M., & Rosenbaum, D. L. (2024). An examination of youths’ social media use and body image: Considering TikTok, Snapchat, and Instagram. Journal of Media Psychology: Theories, Methods, and Applications. Advance online publication, 1-10. https://doi.org/10.1027/1864-1105/a000420
  • McDonnell, E. J., Eagle, T., Sinlapanuntakul, P., Moon, S. H., Ringland, K. E., Froehlich, J. E., & Findlater, L. (2024, May 11-16). “Caption it in an accessible way that is also enjoyable”: Characterizing user-driven captioning practices on TikTok. In Proceedings of the CHI Conference on Human Factors in Computing Systems (pp. 1-16).
  • Meriç, E., & Çakıcı, Z. (2024). From TikTok trends to pandemic essentials: A comparative analysis of the World Health Organization's health communication strategies on TikTok. In Transformed Communication Codes in the Mediated World: A Contemporary Perspective (pp. 1-23). IGI Global. https://doi.org/10.4018/979-8-3693-0896-7.ch001
  • Meriç, E., Çakıcı, Z., & Başer, B. (2022). Health communication and health information-seeking on social media: A study on Covid-19 online support groups on Facebook. In Ömer Aydınlıoğlu (Ed.), Covid Communication II (pp. 137-160). Klaipeda: SRA Academic Publishing.
  • Metin, O., & Ünal, Ş. (2022). İçerik analizi tekniği: İletişim bilimlerinde ve sosyolojide doktora tezlerinde kullanımı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22 (Özel Sayı 2), 273-294. https://doi.org/10.18037/ausbd.1227356
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Thousand Oaks, CA: Sage Publications.
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  • Narimo, S., Mustofa, R. H., Anindhita, H., & Gano-an, J. C. (2023). Analysis of the utilization of TikTok as a financial and educational learning medium. Journal of Higher Education Theory & Practice, 23(18), 35-45. https://doi.org/10.33423/jhetp.v23i18.6620
  • Ngov, C. (2024). Sustainability on social media: A content analysis of sustainability frames on the United Nations Cambodia’s Facebook page (Master’s thesis). Örebro University, School of Humanities, Education, & Social Sciences.
  • Ooi, K. H. (2022). How political parties used TikTok in the 2022 Malaysian general election. RSIS Commentaries, 133(22), 1-4. https://hdl.handle.net/10356/165438
  • Özdemir, M. (2023). Kahramanmaraş depreminde üniversitelerin sosyal medya kullanımlarının kurumsal sosyal sorumluluk modellerine göre incelenmesi. Uluslararası Sosyal Bilimler Akademik Araştırmalar Dergisi, 7(1), 42-53. https://doi.org/10.58201/utsobilder.1319426
  • Özmutlu, A., & Kandemir, S. (2021). Türkiye’de devlet ve vakıf üniversitelerinde sosyal medya kullanımı. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 11(1), 102-115. https://doi.org/10.48146/odusobiad.857743
  • Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). Thousand Oaks, CA: Sage Publications.
  • Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: A content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175-191. https://doi.org/10.1080/08841241.2018.1442896
  • Razali, S. Z., & Hani, M. L. H. A. (2022). "If there is a declaration of war, we welcome the war": Undi-18, TikTok election and normalisation of violence. SINERGI: Journal of Strategic Studies & International Affairs, 2(2), 183-198. https://doi.org/10.17576/sinergi.0202.2022.08
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  • Tam, M. S. (2022). Türk TikTokerların içerik paylaşım pratikleri üzerine nicel bir araştırma. TRT Akademi, 7(14), 182-211. https://doi.org/10.37679/trta.1008427
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  • White, M. D., & Marsh, E. E. (2006). Content analysis: A flexible methodology. Library Trends, 55(1), 22-45. https://doi.org/10.1353/lib.2006.0053
  • Widodo, J., Qur’ani, H. B., & Putra, C. R. W. (2023). Abbreviations in the comment column of the Tribunnews account on TikTok. Journal of World Science, 2(7), 946-956. https://doi.org/10.58344/jws.v2i7.353
  • Yaqin, A., Masruro, A., & Nawassarief, Y. (2022, 13-14 December). Analysis sentiment of President Vladimir Putin on Twitter social media using multinomial algorithm and Bernoulli. In 2022 6th International Conference on Information Technology, Information Systems and Electrical Engineering (ICITISEE) (pp. 335-339). IEEE.
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  • Zhang, W., Mei, J., Song, W., Evans, R., & Xiang, Y. (2021). Why do citizens engage with the TikTok accounts of public hospitals in China? Sage Open, 11(4), 1-11. https://doi.org/10.1177/21582440211061568
Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim Çalışmaları, Sosyal Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Zindan Çakıcı 0000-0002-8916-0582

Yayımlanma Tarihi 18 Mart 2025
Gönderilme Tarihi 7 Kasım 2024
Kabul Tarihi 5 Şubat 2025
Yayımlandığı Sayı Yıl 2025 Sayı: 69

Kaynak Göster

APA Çakıcı, Z. (2025). Tiktok as a Political Communication Medium: An Examination of the United Nations. İletişim Kuram Ve Araştırma Dergisi(69), 136-156. https://doi.org/10.47998/ikad.1580671
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