Tik Tok clips and the relationship of watching them and the different effects on the Egyptian public

ElAshry, Mostafa Mahmoud Zedan

doi:10.21608/jsb.2023.190843.1557

Tik Tok clips and the relationship of watching them and the different effects on the Egyptian public

Document Type : Original Article

Author

Mostafa Mahmoud Zedan ElAshry

Alexandria Media Institute

10.21608/jsb.2023.190843.1557

Abstract

This research aims to shed light on one of the applications of social media sites "Tik Tok"; which was also able to attract the interest and passion of young people, and has been on the throne of social media platforms since 2016. In a short period, this application has become one of the most downloaded applications. The researcher analyzed (797) Tik Tok videos from 11/15/2021 to 12/14/2021, and applied a questionnaire to (711) members of the Egyptian public through the electronic questionnaire from 12/25/2021 to 5 /1/2022.
The results of the study came as follows: the study sample prefers the Tik Tok application: clips of Islamic chants accompanied by pictures, clips of songs accompanied by pictures, clips of supplications or aphorisms accompanied by pictures, clips produced by people accompanied by voices of famous persons, excerpts from dramas accompanied by the voice of persons; They are all the forms of videos that were mentioned in the Tik Tok analysis. The effect of relying on the Tik Tok as a source of information and the importance of sociable values such as honesty, equality and tolerance came with a rate of (66.9%, and the acquisition of information and demystification of many issues came with a rate of (62.9%. The results of the behavioral effects of the study sample’s reliance on the Tik Tok as a source of information were as follows: contributing to directing toward positive behaviors such as maintaining cleanliness and helping those in need by (71.2%), which led to leaving some negative behaviors such as smoking and drugs by (64.7%).

Keywords

Main Subjects

Radio and TV

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