Research note: Likes, sarcasm and politics: Youth responses to a platform-initiated media literacy campaign on social media

Abstract

To better understand youth attitudes towards media literacy education on social media, and the opportunities and challenges inherent in such initiatives, we conducted a large-scale analysis of user responses to a recent media literacy campaign on TikTok. We found that reactions to the cam-paign were mixed, and highly political in nature. While young people appreciated the urgency of media literacy education and understood its relevance to their social media participation, many displayed a sarcastic attitude, criticizing both the content and the dissemination of the campaign. Based on these responses, we identify key takeaways and recommendations that can valuably in-form future media literacy campaigns on social media.

TikTok as a Key Platform for Youth Political Expression: Reflecting on the Opportunities and Stakes Involved

“…Embracing balance and complexity also means grappling with both sides of the coin. Yes, political expression on TikTok can be productive in all the ways we argue here, but it also brings up vital concerns, from misinformation (Kelly, 2021; Literat et al, 2021) to polarization (Kubin & von Sikorski, 2021; Vijay & Gekker, 2021). Importantly, considering both the potential benefits and risks of political expression on TikTok requires thought about how to regulate it as a space open for democratic debate.…”

National Characters: The Effect of Social Media on Youth in The Digital Era

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