A influência do TikTok nos consumos musicais da Geração Alpha

Abstract

The present study focuses on the relationship between TikTok and the musical consumption of Generation Alpha, i.e., children born since 2010. The evolution and recognition of TikTok as a social medium have been increasing. Several studies show that the platform's popularity is growing, especially among the younger generation, who see TikTok as a way to entertain themselves and express themselves in their own way. One of TikTok's main pillars is music, often responsible for the app's success. Music has been a form of expression and companionship for humanity since ancient times, and today, the digital age allows immediate access to music with just a click or scroll. It is at this point that the two concepts intersect: music, especially on TikTok, provides fun and joy, as well as tranquility and comfort, making it very appealing, especially to children. Generation Alpha already has its own habits and consumption patterns, but being children, it is natural for them to be influenced by certain content they may encounter on the internet. The research adopted a mixed-method approach, including qualitative instruments such as exploratory interviews and focus groups, as well as a quantitative instrument, the questionnaire survey. Exploratory interviews were conducted with three experts in the areas under study to gather additional information beyond the theoretical framework. The questionnaire was shared with children born between 2010 and 2013, belonging to the older segment of Generation Alpha, resulting in 294 responses. Lastly, focus groups were conducted with 17 Alphas divided into three groups, with the aim of obtaining more information from children in a more informal manner. Through the application of these instruments, valuable results were obtained that confirmed the influence of TikTok on the musical consumption of Generation Alpha. For instance, despite most of the children in the study not liking certain songs or music styles, they end up listening to and dancing to them thanks to the platform.

Date of Award	4 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)