The Phenomenon of the TikTok Application and Its Impact on Society in the Midst of a Pandemic

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Social media in the current era has become an inseparable part of the daily life activities of almost everyone. Social media has become a space where we form and build relationships, form self-identity, express ourselves, and learn about the world around us. However, it should be reiterated that like technology in general, the use of social media certainly has a good and bad influence on various aspects of its users' lives, especially in terms of users' mental health. Talking about social media, one of the social media that is becoming a trend right now is TikTok. TikTok is also known as Douyin in Chinese, which literally means 'Short musical technique'. TikTok was launched in September 2016 by Zhang Yiming, and was developed using ByteDance's artificial intelligence. This application is patented under the auspices of BYTEMOD. TikTok users show to be free to imagine and express their expressions freely. Later it can be shared with friends or around the world. This app features interesting and easy-to-use special effects, so that anyone can easily create a cool video. These special effects include shaking and shivering in videos with electronic music, changing hair color, 3D stickers, and other properties. In addition, creators can further develop their talents and unlock limitless worlds by simply tapping into TikTok's extensive music library. Based on the brief description above, the related theoretical basis is the Hypodermic Needle Theory. According to the Hypodermic Needle theory, the message is described as a magic bullet that enters the mind of the audience and injects some special message. This theory also explains how the media control what audiences see and hear. The use of the term needle is to describe the powerlessness of the mass audience as a result of the existence of public opinion or public opinion, which is built by the mass media so that it causes behavioral changes in the mass audience. This theory has relevance to the case we are discussing, namely the Tik ok phenomenon which is currently popular among young people, especially Generation Z (people born between 1995-2010). Active users of the TikTok application are teenagers under 18 years old and they are people who are easily influenced by the power of the mass media. They often do not first display the messages conveyed by the media, so the effect conveyed by the media is getting stronger. This is what causes the Tik Tok phenomenon and its users to be labeled negatively by the public. By establishing creative thoughts as a form of content revolution, making this application a new platform for creativity for online content creators around the world.

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