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Journal of Content, Community & Communication Amity School of Communication Vol. 10 Year 5, December- 2019 [ISSN: 2395-7514 (Print) ] Amity University, Madhya Pradesh [ISSN: 2456-9011 (Online)] Living in a Moment: Impact of TicTok on Influencing Younger Generation into Micro-Fame Badriya Abdul Jaffar Amity University Dubai Sadia Riaz SP Jain School of Global Management Dubai Arif Mushtaq City University College of Ajman, UAE ABSTRACT In recent years since the creation of TikTok, there has been a rapid increase in the use of such applications by teenagers to gain popularity and cure boredom. The app was developed in China and is owned by Byte Dance. Initially called Musically, the advanced app, now known as TikTok, has 500 million monthly active users and is accessible in 34 languages. Followed by YouTube, Snapchat and Instagram, TikTok is the 4th most downloaded social app. Previous studies conducted show that such image focused apps lead to several mental health issues like body dissatisfaction, eating disorders, narcissistic personalities etc. The usage of this application has resulted in child pornography, cyberbullying and parental disengagement. The paper uses a pragmatic approach to examine in- depth reasons behind TikTok becoming a sudden massive success amongst teenagers along with its positive and negative effects. Content analysis is performed on parent‟s views and comments left as feedback at the app store for downloading this application. Qualitative data gathered is transcribed and codified to derive emerging themes. Focused group interviews with a few up and coming TikTok micro celebrities are conducted to explore their underlying thought processes, problems and other interesting facts about the application. The study proposes a conceptual framework as roadmap of TikTok micro-fame which could be used by other studies and researchers. The study substantiates a fact towards understanding the areas of further research in designing and developing the application from a functional as well as users‟ perspective. Keywords: TikTok, Teenagers, Image-focused apps, Microfame, Popularity, Content analysis Introduction TikTok is one of the most popular apps on social media. This app is the world‟s prominent destination for creating short-form mobile videos in Asia, United States and other parts of the world. It emerged from the founders of the app called Musical.ly. TikTok, also known as Douyin in China, started in September 2016 and is maintained by Byte Dance (Lauren Hallanan, 2018). This media app is accessible in over 150 marketplaces and in 75 languages (Mehvish Mushtaq, 2018). TikTok has generated a modern trend among teenagers and permits users to make and share short 15 to 60-second short video and lets them choose songs, effects, or soundbites. An additional benefit is that collaboration which is a major motivation where they can do a „‟duet‟‟ with someone by responding to their video which results in a limitless chain of responses. In September, it exceeded Facebook, Instagram, YouTube, and Snapchat in monthly installs in the App store. Due to 500 million worldwide effective users, with 6 million US downloads as of November TikTok became such a hit. As TikTok is like social media apps like Snapchat, Vine, or Dubsmash, it has gained its influence since it offers far more options for creators. TikTok is also a high rated app in the Google Play Store which is 4.6 and makes this application highly qualified merging Artificial Intelligence and image capture (“English Department”, 2018). Existing literature has been collected and reviewed as part of secondary study. Primary data has been collected through reviews given by variety of people using the TikTok platform to make videos and parents of TikTok users. A serious gap can be identified in this study. The major audience to this app is teenagers. Yet this app is exploited by many users and displays TikTok as an app with more negative DOI: 10.31620/JCCC.12.19/19 187PDF Image | Living in a Moment: Impact of TicTok on Influencing Younger Generation into Micro-Fame
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