Project: TikTok & Youth

Undoubtedly, TikTok is the most sought-after social media platform compared to other applications in the digital universe. Since its launch in 2016 and particularly during its explosive growth period amid the pandemic crisis (2019-2020), the number of its users has been steadily increasing (1.5 billion monthly users worldwide—3.84 million in Greece, with a 27.5% growth rate in 2023-2024). However, along with the rising number of users, public concern is also growing regarding the psychosocial consequences and political impact that prolonged daily exposure to this platform may have. This is especially significant considering that the primary consumers of its visual content belong to the younger audience, specifically Gen Z (18-25 years old), who make up 30.5% of its total users, as well as minors (13-17 years old), who account for 30.2%.

The objective of this research is not to perpetuate moral panic but to provide a sober mapping of this digital ecosystem and the key cultural and political dynamics emerging within it. The study explores intriguing parameters related to Gen Z’s use of the popular platform, such as the motivations for participation, content-sharing practices, interest in social and political issues, processes of politicization through the platform, and the relationship between digital activity and other forms of political engagement and activism. Additionally, it examines the popularity of political leaders’ accounts, gender-based distinctions, and new forms of harassment and threats that emerge from the platform’s usage.