سمات المحتوي الإعلامي لتطبيق "التيك توك" : دراسة مقارنة بين المنصات العربية و الأجنبية

Abstract EN

Tik Tok app is a relatively recent social networking app, though it gained increasing popularity throughout the past few years.

That urged Arab and International media to use the app to broadcast their content, in contrast with the recreational content Tik Tok is famous for, aiming to target new audience.

The present study aims to identify Qualities of media content broadcast on Tik Tok app, through a representative sample from Sada Elbalad and Washington Post platforms, them being the most active Arab and International news platforms on Tik Tok app.

The researchers analysed all videos published through both platform in the month of January 2020.

The present study concluded certain findings.

One of them is that Washington Post has successfully utilized their advertising content for promoting itself, without giving an impression they are providing an advertising material, in contrast with Sada Elbalad platform.

Also, the study concluded that Washington Post content was varied, using text, music and video alternatively, while the content provided by Sada Elbalad was presented in a single, constant form in all videos.

The study recommended media foundations to start their own platforms on Tik Tok app, due to the increasing numbers of its users