China content on TikTok: the influence of social media videos on national image

Abstract Purpose With the recent social phenomenon that TikTok has transformed the media landscape and fundamentally changed the way that people interact with content, this study explores and examines the ways in which this new type of personalized and often raw content can present an image of China. Design/methodology This study uses a content analysis to first explore the type of China content on TikTok, followed by a survey attempting to find connections between national image of China and social media consumption habits. Findings The most viewed China related TikToks portray the country and people in a largely positive or neutral tone, with seemingly diverse content. National image was positively correlated with participant’s perceived authenticity of China related content, liking to the videos shown, and positive perception of U.S./China relations. Practical implications Nations may become increasingly concerned with the way they are portrayed on social media and how it can be used as a tool to form images and opinions. While these content platforms continue to transform, there will be a continuous need to reevaluate the power and potential they have. Social implications The study explores how TikTok can be used as a tool for understanding others in different countries and cultures that people may otherwise never interact with. Originality/value This study contributes to the growing literature on TikTok during a time when it is at the forefront of popular culture.