We are constantly online in this new digital world, always reachable through numeral devises
and plattforms. For older generations there has taken some time to adjust, but for one generation
this constant connectivity is as normal as breathing. Generation Z – or Gen Z as they are also
called – are the ones born between 1997 to 2012, which means they have grown up after the
birth of internet not knowing life without it. Studies show that Swedish Gen Z uses social media plattforms everyday, and the new audiovisual plattform Tiktok are to prefer. Though research on
Tiktok has been done for the last two years – especially uses and gratifications of Tiktok – none
has been made with the Swedish perspective.
The purpose of this study is to get a better understanding of how and why generation Z in
Sweden uses Tiktok. To fulfill the purpose the study will answer the two following research
questions; how do generation Z in Sweden motivate their uses of Tiktok and why do Generation Z
in Sweden use Tiktok. The chosen method was a qualitative interview study, both a group
interview and seven individual interviews were conducted on youths between the ages 15 to 19
years old in Stockholm and Gothenburg, Sweden. The result was then analyzed through the lens
of uses and gratifications theory and the MAIN-model for newer media.
The result showed that a total of 18 gratification were identified to how and why generation Z in
Sweden uses Tiktok. Uses and gratifications theory identified 8 of the gratifications on how
generation Z in Sweden motivates their uses of Tiktok; entertainment, boredom, pass time,
information-seeking, being updated, belonging, social interaktion and archiving. All are in line
with what previous uses and gratifications studies have found. To answer the second question –
why do Generation Z in Sweden use Tiktok – the MAIN-model for new media were used. To see
what technological affordances motivates the users to choose Tiktok out of all the existing social
media platforms. MAIN identified 10 motivations connected to Tiktoks technological
affordances; realism, coolness, agency enhancement, community-building, bandwagon, filtering/
tailoring, activity dynamic control, variety-seeking and play/fun. Out of all the gratifications six
were more prominent and distinguished Tiktok from other social media-plattforms, according to
the respondents; entertainment, boredom, pass time, realism, filtering/tailoring and play/fun.
The aim of the study was to identify generation Z gratifications for using Tiktok, by doing that
we get a better understanding of the plattform and the generation who is the main target group
for it and thereby fulfill the purpose of the study. Through the empirical data further questions
were raised concerning different cultures influence on uses of media and also cyberbullying,
which seems to be a product of generation Z online world. Both themes were discussed and
examples for further studies concerning Tiktoks affordances and content were lifted.
|Sociala medier, Tiktok, Generation Z, Gen Z, medieanvändning, uses & gratifications theory, MAIN-model, new media