Work

Struggle for Strategy. Presence, Practices, and Communicative Strategies of Legacy News Providers on TikTok

Year: 2022

Type: preprint

Abstract: Social media platforms are experiencing increased significance as providers of news content with Tik Tok acting as trendsetter for short audiovisual presentation strategies. For this study, we created a worldwide database of more than 1,300 news provider accounts on TikTok. Based on this database, we analyze the presence, information practices, and communicative strategies of legacy print and television news providers on TikTok for Germany, Switzerland, Austria and the United States. We identify two distinct strategies of legacy newspapers on TikTok: branding through generic TikTok content, and adapting journalistic content for the platform specifics of TikTok. Furthermore, we identify three main audiovisual modes of news presentation on TikTok. We conclude that successful news presentation on TikTok is based on adaptation of newsworthy content to TikTok’s specific platform logics and trends.

DOI: 10.33767/osf.io/m3ztq

Authors: Daniel Klug, Ulla Autenrieth

Institutions: Carnegie Mellon University, University of Applied Sciences of the Grisons

Language: English

Topic: Media Studies and Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W4293059644

Cites: 27

Cited by: 9

Related to: 10