A study conducted in five countries revealed that original TikTokers reconnected with their communities or ancestors to create their own content.
social network tik tok Reached the most popularity during the epidemic. Short videos, with varied content, attracted users.
according to him Oberloo gateBy January 2021, TikTok had reached 689 million active users: 90% use the app daily and stay connected for about 52 minutes a day.
A recent study by the Ecuadorean agency Centrico Digital investigated The impact of this social network on the indigenous world.
Sisa Tixicuro, Kichwa Otavalo Marketer and Research Project Director, explains that the idea was born a year ago when she signed with Matthew Carpenter, CEO of Centrico, in TikTok’s claws.
“Over time we are beginning to realize the amount of content indigenous users are producing on this digital platform.”
Under the hashtags #tiktokindigena, #indigenoustiktok, #indigenasecuador, researchers found that there were indigenous youths who produced educational content (knowledge of ancestors, language, gastronomy) and sense of humor.
Texicoro says that with the study they seek to “enrich the discussion about indigenous peoples, social networks and digital activism”.
The investigation, which started in November 2020, was conducted in cooperation with 10 tiktokers from Five countries: Ecuador, Chile, Bolivia, the United States and Canada; Extensive surveys in Ecuador and Canada.
identity and activity
According to the Digital Indigenous Voices Study, eight out of ten original TikTokers users said so Turn to their communities, ancestors, or reconnect with them To create your own content.
“Creating TikTok videos is a way to take back who you are and where you came from”
Elsy Qhishpi, tiktoker head-puruhá
In addition, the report ensures that 66% of non-indigenous respondents would like to learn about indigenous languages, style and culture.
Another discovery is that TikTok has the potential to become Minority Activism Tool.
bubbles, i hate it and access to the internet
Research also ensures that Hate speech online and echo chambers Creating bubbles in the social network that cause the original content to reach only certain people.
“The algorithm does not provide content contrary to what we like. It will probably show us a theme similar to what we actually consume, but never the other way around.”
Tixicuro says this is a problem because the content of the original tiktokers has not been widely disclosed.
Another limitation is limited internet access in some areas.
“Future teen idol. Hardcore twitter trailblazer. Infuriatingly humble travel evangelist.”