The way we experience war is fundamentally changing. Gone are the days when information flowed solely through traditional media outlets. Today, citizens themselves are taking center stage, wielding the power of social media platforms like TikTok to shape public opinion and garner international support.
A new study delves into this phenomenon, analyzing how Palestinians and Israelis used TikTok during the 2021 conflict to engage in a battle over public image. Authored by researchers at [University name] (replace with the actual university name), the paper is the first to compare public diplomacy efforts on TikTok across parties in a warzone.
Beyond the Gatekeepers: Citizens Take Charge
The rise of social media has created a landscape where individuals can bypass traditional media gatekeepers and communicate directly with a global audience. This “mediatization of war,” as the study calls it, places unprecedented power in the hands of citizens caught in the conflict.
The platform of choice in this case was TikTok, a short-form video app renowned for its visual storytelling capabilities. The researchers focused on the 2021 Israel-Palestine conflict, where both sides extensively used TikTok to mobilize international support.
Analyzing the Strategies: Victimhood vs. Personal Narratives
The study examined 318 posts sampled from two thematically equivalent hashtags, one used primarily by Israelis and another by Palestinians. A content analysis revealed distinct strategies employed by each side.
Pro-Israeli users placed a strong emphasis on themes of victimhood, showcasing the impact of rocket attacks on Israeli civilians. They strategically utilized features like trending audio and text overlays to amplify their message.
Palestinians, on the other hand, focused on personal narratives. They shared stories of everyday life under occupation, highlighting the human cost of the conflict.
Engagement Matters: Palestinians Strike a Chord
While the study found a more strategic approach from pro-Israeli users, it was the Palestinians who garnered greater engagement. A multi-variate analysis revealed that Palestinian content received significantly more likes, comments, and shares compared to Israeli posts.
This suggests that audiences on TikTok may be more receptive to personal stories of hardship than to a message focused on victimhood.
Unveiling Deeper Meanings: A Semiotic Look
To gain a deeper understanding of the content’s impact, the researchers conducted a qualitative analysis using a semiotic framework. This involved exploring the aesthetics and values encoded within a subsample of 42 highly shared posts.
This analysis revealed how both sides utilized visual symbols and emotional appeals to connect with viewers. Pro-Israeli content often featured powerful aerial footage and dramatic music, while Palestinians incorporated humor and everyday imagery to humanize their experiences.
A New Frontier in Citizen Diplomacy
This groundbreaking study sheds light on a new frontier in public diplomacy. It highlights the transformative power of social media platforms like TikTok in allowing citizens to bear witness to war firsthand and engage directly with the international community.
The research lays the groundwork for further exploration of this evolving phenomenon. Future studies could examine the long-term impact of social media narratives on public perceptions of conflict zones and the potential for online activism to influence diplomatic efforts.