Mediatization on social networks: TikTok and strategies for communicating with young people

Abstract

This article aims to understand Tik Tok's strategies in the communicative process with young people today. A common phenomenon in the current digital era is discussed that involves this application that creates and shares short videos. A phenomenon that occurs due to a series of transformations that configure and reconfigure the media ecosystem. Methodologically, it uses bibliographical research and specialized literature review, starting to investigate the concepts of strategies and their functionality for both Tik Tok and users. It is also based on virtual netnography, through participatory observation of interactions between users and the social network. The results of these reflections emphasize the constant changes that occur in our daily lives, which are undergoing transformation when it comes to this Chinese digital social network.