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(2022) : Struggle for Strategy. Presence, Practices, and Communicative Strategies of Legacy News Providers on TikTok: 12th International Conference on Social Media & Society: International Conference on Social Media & Society: Online, 18. - 19. Juli
Abstract: Social media platforms are experiencing increased significance as providers of news content with Tik Tok acting as trendsetter for short audiovisual presentation strategies. For this study, we created a worldwide database of more than 1,300 news provider accounts on TikTok. Based on this database, we analyze the presence, information practices, and communicative strategies of legacy print and television news providers on TikTok for Germany, Switzerland, Austria and the United States. We identify two distinct strategies of legacy newspapers on TikTok: branding through generic TikTok content, and adapting journalistic content for the platform specifics of TikTok. Furthermore, we identify three main audiovisual modes of news presentation on TikTok. We conclude that successful news presentation on TikTok is based on adaptation of newsworthy content to TikTok’s specific platform logics and trends.