When people talk about TikTok, it can be explained as a shallow, addictive, or something that lumps all users together as if they think and act the same. Raymond Williams explains why this way of thinking is misleading for many people. Williams makes the case in "Culture and Masses" that the term "culture" has depth and shouldn't be defined by expensive art or intellectual activities. Culture can also refer to a person's entire way of life, including their daily communication, method of living, and sense of purpose. According to this point of view, TikTok is a key component of culture rather than being without it.
Williams also explains that the term masses has often been used to insult ordinary people by suggesting they are easily controlled or lack intelligence. This idea shows up frequently in criticism of social media. Many people assume TikTok users passively consume whatever the algorithm gives them. However, John Fiske challenges this assumption with his idea of popular discrimination.
He argues that rather than being passive, popular audiences are engaged. Individuals continuously select the stuff that is important to them and its use. Users on TikTok frequently remix sounds and trends to suit their personal experiences, save or share only a small number of videos, and scroll over the majority. This demonstrates what Fiske refers to as production and relevance.
A good example is how the same TikTok sound can be used for completely different purposes. One creator might use it for comedy, another for mental health awareness, and another to comment on work or school stress. The platform provides the material, but users create the meaning. This supports Fiskes claim that popular texts act as resources, not finished messages.
For a short explanation of how TikTok trends spread and are reused, this video helps show how active audiences really are:
https://www.youtube.com/watch?v=0RwLoaEJXrU
At the same time, TikTok is still part of mass media and capitalism. Algorithms influence what content becomes popular, and not everyone has equal visibility. This makes TikTok a site of struggle, where creativity and control exist at the same time. Users are not completely free, but they are also not powerless.
For a short overview of John Fiske’s ideas about popular culture and active audiences, this video is useful:
https://www.youtube.com/watch?v=nSKsFAyFJlc
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