The Cultural Bias of Tik Tok

The Cultural Bias of Tik Tok

 

A new aspect of life is our digital performance. Instagram, Twitter, Facebook, and LinkedIn are tools used to help us present ourselves on the internet. These platforms have become standard for everyday interaction. We post to our Instagram stories to share news or an insightful article; We post about our professional success on LinkedIn in hopes of a life-changing job offer. As posting, sharing, and curating a digital profile becomes more prominent, consumer-generated content has become a commodity for standard social media users and influencers alike.

This new wave of social media interaction has been made apparent by the popularity of Tik Tok and its notoriety for creating overnight sensations back in 2020. “Everyday” people now turned Influencers from the early days of Tik Tok have had their careers fast-tracked. For instance, Tabitha Brown started out being a supportive maternal figure on Tik Tok. After a short two years of being an internet personality, she has now published a book and opened their own restaurant, Kale My Name. Brown’s success was, in part, built off the honest and intimate character she constructed for their digital performance.

In many cases, these digital performances are not meant to receive recognition. However, regardless of its intent, mass-consumed content is a highly desirable form of capital for the platforms that host them and the companies interested in utilizing said content. When brands decide to give these once-in-a-lifetime opportunities to seemingly ordinary people, it instills the belief that handwork, individuality, and acceptance are all you need to achieve your goals – which is false. Social media influencers perpetuate the lie that their premeditated appearance on social media for likes, engagement, and brand deals is the life they truly live. The energy their followers could have too if they like, follow, share, and visit the link in their bio for an exclusive offer.

The influencers themselves are not the only party contributing to this false narrative. Social media algorithms are designed not to instill safety but to manipulate, oppress, and censor the content to create a user experience that suits their platforms’ needs. Instagram, Facebook, Twitter, and Tik Tok alike have been criticized for suppressing African-American-centered content, mutual aid requests, larger and disabled bodies, and educational posts related to BIPOC and low-income communities. Essentially, the responsibilities of these algorithms are to police creators for being human outside of the white, male, CIS gendered, heteronormative gaze.

One might argue that apps like Tik Tok and Twitter overflow with famous activists and representation for marginalized communities. If this is the case, why are Tik Tok’s highest paid influencers thin, able-bodied, CIS gendered, and primarily white? This is increasingly more concerning when most dance, audio, and point-of-view trends are derived from Black culture and Black content creators. Where is the gap between the marginalized communities’ contribution to these apps and their underwhelming payout? The answer to this question is the disproportionate reoccurrence of shadow bans and community guideline violations for content centered around BIPOC, fat, and disabled communities.