“Man går in på en app och så har man liksom hela världen framför sig ”. En kvalitativ intervjustudie om unga vuxnas syn på sitt TikTok-användande

Abstract

Executive summary This study explores how young adults engage with TikTok, particularly regarding media literacy, algorithmic awareness, and credibility assessment. TikTok’s personalized content flow, shaped by its algorithm, influences how users interact with and perceive information. Through qualitative interviews, this study examines how a selected group of young adults navigates these aspects of TikTok, how they assess the reliability of content, and how they reflect on their own media habits in relation to the platform. The study employs a qualitative research approach, conducting semi-structured interviews with ten young adults aged 20–25 who are active TikTok users. The selection of participants was made through purposive and snowball sampling, ensuring that the study captures rich and detailed individual experiences rather than aiming for statistical generalizability. Thematic analysis was applied to identify key patterns and insights emerging from the participants' reflections. The study is based on Rhythmanalysis (Lefebvre, 2004), which is used to understand how TikTok integrates into users’ daily routines through different types of rhythms. Additionally, Audience Turn is applied to understand how users actively engage with and shape their media consumption rather than passively receiving information. Three main themes emerged from the analysis: TikTok as part of everyday routines, credibility assessment and algorithmic awareness, control over content consumption The study provides in-depth insights into how a selected group of young adults engages with TikTok, focusing on media consumption patterns, credibility assessment, and algorithmic awareness. Participants acknowledged TikTok’s influence on their daily routines and described the platform as both entertaining and addictive. While they were aware of the algorithm’s role in curating content, most relied on social indicators such as likes and comments rather than traditional source evaluation to determine credibility. Some participants attempted to manipulate their feed to align with their preferences, while others felt a lack of control over their content exposure. The findings highlight a complex relationship between user agency and algorithmic influence, emphasizing the need for stronger media literacy skills in navigating digital platforms.