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  • Media convergence is generating many collective performances on social media, where the rise of short-form videos has created a new opportunity for the empowerment of society on online platforms. In this context, TikTok appears as an application for creative expression through music clips and lip-syncs. Through the #ThisIsMeChallenge hashtag, which introduces the musical theme of The Greatest Showman film, we analyze a new online practice within messages from traditionally marginalized groups throughout individual and collective life events. In order to understand TikTok as a music venue for social empowerment, we conducted a quantitative content analysis of 100 TikTok posts under the hashtag, and an artificial intelligence sentiment analysis across 8,877 comments. The results show a wide range of performance work that addresses issues of gender, sexual orientation, racial discrimination, and other types of current hate speech. In short, we conclude that TikTok has become a platform that seems to motivate activism and empowerment of marginalized groups through music frameworks that challenge social discrimination. (xsd:string)
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?:dateModified
  • 2022 (xsd:gyear)
?:datePublished
  • 2022 (xsd:gyear)
?:doi
  • 10.17645/mac.v10i1.4715 ()
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  • true (xsd:boolean)
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  • en (xsd:string)
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?:issn
  • 2183-2439 ()
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  • 1 (xsd:string)
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  • #ThisIsMeChallenge and Music for Empowerment of Marginalized Groups on TikTok (xsd:string)
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  • Zeitschriftenartikel (xsd:string)
  • journal_article (en)
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  • GESIS-SSOAR (xsd:string)
  • In: Media and Communication, 10, 2022, 1, 157-172 (xsd:string)
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?:volumeNumber
  • 10 (xsd:string)