O self-branding da geração Z no TikTok

  • Catarina da Costa Baptista Figueiredo (Student)

Student thesis: Master's Thesis

Abstract

TikTok, as a recent and popular digital platform among Gen Z, has great self-promotion power. Many young people worldwide, and in an unexpected way, rose to fame through the platform, becoming microcelebrities, a phenomenon that also occurred in Portugal. Through this research, it is intended to understand to what extent TikTok is an efficient tool for self-branding and self-promotion purposes for portuguese influencers on the platform. The strategies used by microcelebrities, as well as the typologies of content produced and the advantages and disadvantages resulting from the specificities of TikTok, will be studied. To this end, semi-structured interviews were used with Portuguese microcelebrities from Portuguese TikTok (18-24 years old) belonging to Generation Z. The results obtained prove the efficiency of TikTok in terms of professionalizing a career in the digital world, resulting from the interface of TikTok, the content produced which is humorous and typical, and also, the strong community that is built through the platform.
Date of Award10 Oct 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPatrícia Dias (Supervisor)

Keywords

  • TikTok
  • Generation Z
  • Social media platforms
  • Self-branding
  • short-video apps
  • Communities
  • Fame
  • Microcelebrity
  • Self-promotion

Designation

  • Mestrado em Ciências da Comunicação

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