Abstract
ABSTRACT Brevity is one of the defining characteristics of content found on the TikTok platform, along with features such as music, filters, and users’ body movements. Through the lens of media logic theory, this article focuses on the brevity of micro-content, such as TikTok videos, often referred to as bite-sized content, as well as its impact on content creation processes. Specifically, this study explores the themes and types of educational micro-video presentations on TikTok, all of which have a duration of less than five minutes. The study employs an inductive qualitative content analysis method, using a sample of 140 educational TikTok videos with durations ranging from 13 to 299 seconds. The research identifies six micro-content themes in education: study tips, health and beauty, sports and exercise, creative skills, media and technology, and general knowledge. Among these themes, health and beauty, creative skills, and study tips are the most dominant. Regarding the presentation aspects of the message through the micro-content medium, the study identifies and discusses three common typologies of micro-video presentation: elements, style, and sequences of presentation. Moreover, the implications of our study for the practice of brevity in other forms of communication is analyzed.
Published Version
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