Abstract
The capitalist operations of today have been described in various forms in literature, and while each concept highlights different aspects of this system, they all agree that large tech companies are the biggest beneficiaries of this transformation, capable of influencing market dynamics and consumer behaviour. What opportunities exist for individuals within this system? What options are available for those who are not the primary target group due to their age? Is it possible to succeed on an individual level in this context? What dynamics shape the interactions among individuals, businesses, and major tech companies on a platform predominantly used by younger people? In this study, we explore how content creators over sixty shape their online personas on Hungarian-speaking TikTok. How do these personas reflect the experience of ageing? Is it possible to categorise and typify them? Do content creators reflect on their authenticity? What different social roles do they emphasise as part of their internet persona? In this research, we utilised a framework based on Erving Goffman’s dramaturgical model and conducted a Visual-Verbal Video Analysis, which allowed us to analyse the different modalities of the short TikTok videos. We identified five distinctive online personas that older content creators construct, each with varying goals, themes, tools, and reflections on ageing. Gender aspects emerged as a key finding of the examination, as well as how these TikTokers engage with the capitalist dynamics of the platform.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Social and Cultural Perspectives on Aging
KEYWORDS
Ageing, Online Persona, TikTok, Visual-Verbal Video Analysis
