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highly qualitative (N # 78). The qualitative data collected was transcribed and codified (Table 1). The emerging codes and themes were recreated in Visio software for conceptual modelling purpose that can be seen in Figure 1. Conceptual model is based on high level of qualitative data abstraction and thematic correlation. Based on codes and labels, coded findings of content into semi-structured themes. Themes included (i) inappropriate researcher contents (ii) privacy and settings and (iii) mental health. These themes highlighted the key areas where parents left key inputs in the app store feedback column. Inappropriate content theme: It included key concerns of parents like “a lot of nudity in this app” and “inappropriate songs and lyrics”. One parent said, “I came across very sexually inappropriate content”. It also includes “Disgusting”, “offensive songs” are easily searchable and “pornography exists”. The app also contains pop ups in the newsfeed where “every time I opened the app it would show a random person‟s video, with no control over age appropriate parameters.” This app is not recommended for anyone under 18 years of age as it “turned into a child pornography platform”. The indecency of the app has accelerated to an extent where “adults are friending kids and spamming them with commercials with inappropriate content.” An extremely concerned parent states the unacceptable content “will de-sensitize them and they will think its ok. It subjects your children to extremely foul language and dancing”. Due to its negatives, this app has been described as “offensive and toxic”. Privacy and settings theme: Parents were of the considerate view that this app is more worried about gaining high number of users rather than protecting the youth “App has Poor Privacy Precautions”. Majority of people have reported “paedophiles” on this app. The duet feature of this app allows older men and creeps to create inappropriate responses to videos of children and women. The men record inapt and sexual reactions to videos of kids 18 years and younger, which is a key issue parents have noticed as well “There are many child predators.” TikTok is a dangerous app to young kids as it permits people to easily “gather information” about users from their videos. Mental health theme: TikTok has also been a base for users to “bully” other users which leads to “depression” and “suicide” which need to be reported. The last objective of this paper was to interview a few up and coming TikTok artist and their evaluations about this application. These individuals each have over 5k followers on the app and could be called microcelebrities. Each of them had their own perspective of the app. 1. Anjana Viswanathan, 19-year-old young girl from Kerala, India. Joined this app in 2018. She joined TikTok after during her vacation post-higher secondary examination. She felt boredom and was attracted to the digital world of TikTok for entertainment and for the purpose to kill boredom as there was a lot of hype about TikTok. “I was not very talented, so for me it was a good platform”. She made a video and posted it on the application getting some about 10 likes. However, she has 41.7 K followers now. She started making basic videos that are funny, musical, duet features and comedy-bits. Her parents encouraged her but warned while “Don‟t post videos in any inappropriate way”. She said I get “negative comments but not suggestive or derogatory comments”. She has found micro-fame with this application that viewers now recognize her, and she felt very happy being recognized and clicked photograph. Her newfound micro fame contributed towards her self-confidence and appearance conscious. She has never faced any stalking or bad experience. However, she mentioned that her friends have faced comments based on their dressing sense from viewers that are extremely derogatory. She said that under-teenage minor kids should be careful or supervised by their parents as viewers pose racial comments, based on their looks and acting skills. She said that “If your account is private there are no issues”. 2. Akansha Dudeja, is a 19-year-old girl from Mumbai, India. She joined TikTok in 190PDF Image | Living in a Moment: Impact of TicTok on Influencing Younger Generation into Micro-Fame
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