"Tik Tok" Digital Platform and its role in cultural Cultivation: An analytical study

Abstract

"Tik Tok" digital platform is considered one of the platforms that attracted the attention of followers, despite its recent establishment, as it collected the most important elements of attraction for followers, so it was distinguished from other platforms and obtained the follow-up of many groups of society in countries of the world. This study aims to analyze the visual posts on the "Tik Tok" platform, published by the most followed Palestinian accounts, to understand the cultural dimensions of these posts and discuss their role in contemporary cultural orientation. The study relied on the analytical descriptive approach, as it analyzed the visual posts produced and published during the specified study period according to several adopted analysis units. The study concluded that the most followed Palestinian accounts on the TikTok platform focus on providing comic content to their followers at a high rate, while interest in Purposeful content declines to a few percentages; this is reflected in the superficial and non-serious culture that followers receive. In addition, social content is the most popular form of content. The study found that colloquial language is used in the accounts that were studied. Also, the most followed accounts revolve around the Palestinian culture in the various videos, but the videos are far from values; most of them do not have meaning and significance, and their goal is laughter and entertainment only, besides their devoid of patriotism videos, although their publication coincided with important national events. Keywords: Cultural Cultivation, Digital Platforms, "Tik Tok".