Zero Hunger: A Study on the World Food Programme’s (WFP) Communication Strategies on TikTok
Year: 2025
Type: article
Abstract: Aim: This study analyzed the communication strategies employed by the World Food Programme (WFP) on the TikTok, with the aim of advancing scholarly understanding of the organization's digital communication frameworks and elucidating TikTok's function within the communicative practices of international entities engaged in sustainable development and global food security domains.Method: The study conducted a content analysis of 534 videos shared on the organization’s TikTok account between November 20, 2020, and April 25, 2025. This analysis identified and categorized the videos’ thematic content, language, genres, objectives, emotional tones, formats, engagement metrics, spokespersons, and associated demographic characteristics of the spokespersons.Results: The findings revealed that the organization extensively utilized elements such as subtitles, captions, music, and hashtags in its posts. Furthermore, it was observed that the account featured a variety of video genres and diverse emotional tones. This strategic combination was associated with a high level of user engagement. Additionally, the content demonstrated the inclusion of multiple languages, visibility of diverse ethnic identities, and a narrative style grounded in humanitarian storytelling, indicating the adoption of an inclusive digital communication strategy. However, it was also identified that the organization’s TikTok content insufficiently addressed the needs of marginalized individuals and employed children in a manner that could be construed as emotional manipulation.Conclusion: The study demonstrated that WFP effectively employed both technical and thematic elements on TikTok to reach a broad audience. However, it was observed that the content insufficiently addressed the needs of disadvantaged individuals and utilized children in a manner aimed at eliciting emotional responses. This research contributed to the literature by elucidating the role of TikTok in the communication strategies of international organizations operating in the fields of sustainable development and global food security.
Author: Zindan Çakıcı
Institution: Üsküdar University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4416872776