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  1. 1 Media Literacy and Academic Research

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  1. 1 Kitsa M.

  2. 1 Mudra I.

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  1. 1 2022

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What, How and Why? Tiktok As a Promising Channel for Media Promotion

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Mudra I., Kitsa M.
Media Literacy and Academic Research
|
2022
|
vol. 5
|
issue 2
225-237
EN
In the article we examined the role of the social network TikTok (for the global news media The use of TikTok by the top 50 global news media was analysed. We found that only 14 of them had verified accounts on this social network and that only 13 of 50 were in actual usage. In the research the amount of videos on TikTok was outlined, their themes, their aims as well as their strategies. It was investigated that in order to be successful and to have a large amount of revisions and comments, media should create specific videos, which are unique and authentic, especially for this social network. The means and elements of the videos which were suitable for TikTok were examined. In particular, such important means are music, speakers, subtitles, as well as themes, mood and graphics. It was concluded that TikTok is a perspective platform for popularization of the content of media, attracting new audiences and explaining complicated themes for young people.
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