This book provides a thorough understanding of the communicative and cultural dynamics of the top social media platform of the moment, thanks to the contribution of a group of scholars combining media studies, sociology, semiotics and linguistics.
Complementing the reader-friendly theoretical framework is an interdisciplinary outlook that includes a series of thematic case studies: audiovisual formats and genres, sound and music, fashion and characters, language and slang, sexuality and modes of self-representation.
The book is intended for the broader audience of people inside and outside universities who want to go beyond the inner workings of TikTok and understand its role as a sweeping socio-cultural phenomenon involving communication and marketing professionals, communication scholars and students of communication courses, creatives and content creators. It is also ideal for anyone looking for tools to fathom what is not just the “viral phenomenon of the week” or the “latest hot app”, but one of the most powerful forces in contemporary communication.