SAKTA NER ELLER SKROLLA VIDARE? En studie av användarna på TikTok om sin upplevelse av korta medieformat och dess påverkan

Sammanfattning: This study delves into the user experiences and perceptions of short media formats on TikTok and their impact on users' attention spans. Drawing from theoretical frameworks such as attention theory, media ecology, and uses and gratifications theory, the study conducted qualitative interviews with six participants to delve deeper into their experiences. The study revealed that TikTok's short media format significantly impacts users' concentration levels. The rapid and often diverse nature of content on the platform fosters a transient but intense focus among users. Respondents frequently indicated becoming "stuck" in a loop of short clips, potentially hampering their ability to sustain prolonged concentration. The platform's algorithms, designed to maintain user engagement, played a pivotal role in this dynamic. Recommendations of new content, often tailored based on users' past behaviors, can swiftly distract and disrupt a user's concentration. Key findings highlight the role of short media formats in capturing and retaining user attention. The rapid-fire nature of TikTok's content, combined with its algorithmic recommendations, often resulted in extended usage sessions. While users appreciated the platform's entertainment value, concerns were raised about its potential impact on sustained focus and mental well-being. The results of the study showed that TikTok was the predominant platform for social media engagement among respondents, especially during the COVID-19 pandemic. Users found content on TikTok more relatable and authentic than other platforms. However, this increased engagement with TikTok raised concerns about its impact on users' concentration. Many respondents reported challenges in maintaining focus on tasks due to the platform's addictive nature and the constant influx of short, attention-grabbing content. This shift to TikTok led to increased daily usage and reshaped media consumption habits, favoring shorter content formats. In conclusion, TikTok's short media formats present a unique blend of challenges and opportunities for users. As the platform continues to evolve, understanding these dynamics will be crucial for both users and content creators alike. While TikTok offers an engaging and entertaining experience, its short media format and algorithmic design may pose challenges in maintaining sustained focus and concentration.