THE ESSENCE OF TIKTOK SOCIAL MEDIA CONTENT: OPPORTUNITIES AND CHALLENGES IN POPULARIZING LOCAL CULTURAL IDENTITY

Abstract

Social media, particularly TikTok, has significantly influenced global popular culture. However, much of the content originates from dominant global cultures, presenting both opportunities and challenges in promoting local cultural identity through the platform. The opportunities lie in the platform's ability to reach a wide and diverse audience, providing creative tools to express local cultural uniqueness. However, the challenges include facing the dominance of global content, overcoming biases against local culture, and ensuring that the messages conveyed are consistent with desired cultural values. Effective strategies include intercultural collaborations, the use of educational content, and leveraging ongoing trends. With awareness of these challenges, we can harness TikTok's potential to strengthen and promote global diversity in local cultures.