Notions of shock and attention in Tik Tok videos

Authors

  • Claudia Erthal Universidade Federal de São Carlos

DOI:

https://doi.org/10.53450/2179-1465.RG.2022v13i3p24-34

Keywords:

Attention, Platform Culture, Shock, Social Network, Tik Tok

Abstract

This work seeks to understand how and if the entertainment experience obtained by watching videos on the Tik Tok social platform that uses editing and design tools, such as distortion filters for physical appearance and voice, is an immersive experience that causes a Shock to the user as seen in Walter Benjamin. And if the social network has created daily increasing the number of accesses, seeking to retain the media user and seem to attempt to lead the user to an Attention Economy system described by Jonathan Crary. Platforms that work with such design are also guided by the hands of users with content creation to Shock an audience immersed in what is called Snack Culture by Scolari. As for a culture that develops a sensorial audio-visual content format, these contents provoke a sensory effect, a brief experience within a platform design that can create a dynamic between playful and entertainment. This text is built applied to the communicational practice of the use of platforms and is an attempt to understand the contemporary media paths that are outlined with the platform of culture.

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Author Biography

Claudia Erthal, Universidade Federal de São Carlos

Journalist, documentary filmmaker and researcher. Works on creation and development of content and audiovisual products for production companies, agencies, TV stations and the Internet. Experience in Directing, Screenwriting and Editing. Postdoctoral student in Communication in the area of Attention Economy, entertainment platformization and digital life. PhD and Master in Audiovisual Media and Processes at the School of Communication and Arts of the University of São Paulo - USP. Professor of Social and Community Journalism at the FIAM-FAAM/SP University. Master of Arts/MA - Independent Film and Video - University of London. Degree in Social Communication - Journalism at the Federal University of Santa Catarina.

References

Benjamin, W. Charles Baudelaire: um lírico no auge do capitalismo (Obras Escolhidas v. III). São Paulo: Editora Brasiliense, 1989.

Crary, J. 24/7 – Capitalismo tardio e os fins do sono. São Paulo: Cosac Naify, 2014.

Erthal, C. Da experiência do Usuário midiático contemporâneo: olhares em construção.

Available at https://www.teses.usp.br/teses/disponiveis/27/27161/tde-11092018-164109/pt-br.php

Scolari, Carlos. Cultura Snack. Buenos Aires, La Marca, 2020.

Marci, Carl D. Protecting Your Brain in the Digital Age. Cambridge: Harvard University Press, 2022.

Williams, J. Stand out of our Light: Freedom and Resistance in the Attention Economy. Cambridge: Cambridge University Press. 2018

Article in electronic proceedings

Jargon, Julie. TikTok Brain Explained: Why Some Kids Seem Hooked on Social Video Feeds. In The Wall Street Journal. Family & Tech section. April, 2, 2022.

Retrieved 23rd April 2022 from

https://www.wsj.com/articles/tiktok-brain-explained-why-some-kids-seem-hooked-on-social-video-feeds-11648866192

Nalin, Carolina. (2021). Entenda por que o algoritmo do TikTok app é tão viciante. Jornal O Globo. Retrieved 23rd April 2022 from

https://oglobo.globo.com/economia/tecnologia/entenda-por-que-algoritmo-do-tiktok-app-tao-viciante-25148566

Tillman, Maggie. (2021). O que é o Tik Tok e como funciona? Tudo o que você precisa saber. Retrieved 23rd April 2022 from

https://www.pocket-lint.com/pt-br/aplicativos/noticias/146960-o-que-e-tiktok-o-sucessor-musical-explicado

Tillman, Maggie. (2021). O Tik Tok agora permite que qualquer pessoa faça vídeos de três minutos, a partir de 60 segundos. Retrieved 23rd April 2022 from

https://www.pocket-lint.com/pt-br/aplicativos/noticias/154886-tiktok-esta-experimentando-videos-de-tres-minutos-a-partir-de-60-segundos

Poder 360. (2021) No author. Retrieved 23rd April 2022 from

https://www.poder360.com.br/midia/tiktok-atinge-marca-de-1-bilhao-de-usuarios-ativos-por-mes-diz-empresa/

Ignácio, Bruno. Tik Tok adiciona Stories para convencer você a sair do Instagram. Retrieved 23rd April 2022 from

https://tecnoblog.net/noticias/2022/03/18/tiktok-adiciona-stories-para-convencer-voce-a-sair-do-instagram/

Mota, Renato. (2020). Tik Tok testa aumentar o limite de duração dos vídeos. Retrieved 23rd April 2022 from

https://olhardigital.com.br/2020/12/02/noticias/tiktok-testa-aumentar-o-limite-de-duracao-dos-videos/

Links

Vídeo 01 - Retrieved 23rd April 2022 from

https://www.tiktok.com/@drew.nori/video/7082104820877905157?is_from_webapp=1&sender_device=pc

Vídeo 02 - Retrieved 23rd April 2022 from

https://www.tiktok.com/@rodriguessupermercado/video/7075072596911426822?is_from_webapp=1&sender_device=pc

Vídeo 03 - Retrieved 23rd April 2022 from

https://www.tiktok.com/@ilsonsilva32/video/7076097136948989189?is_from_webapp=1&sender_device=pc

Vídeo 04 - Retrieved 23rd April 2022 from

https://www.tiktok.com/@preslleydesigner/video/7082119010074021125?is_from_webapp=1&sender_device=pc

Vídeo 05 - Retrieved 23rd April 2022 from

https://www.tiktok.com/@raychlepeach/video/7083025608506182914?is_from_webapp=1&sender_device=pc

Published

2022-06-30

How to Cite

ERTHAL, Claudia. Notions of shock and attention in Tik Tok videos. Revista GEMInIS, [S. l.], v. 13, n. 3, p. 24–34, 2022. DOI: 10.53450/2179-1465.RG.2022v13i3p24-34. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/721. Acesso em: 14 nov. 2024.

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