Dependency on TikTok and Social Alienation Among Gen Y & Z

Mohammed Mostafa Refaat  Moharam; Taniya  Mukherjee

doi:10.36941/ajis-2023-0063

Authors

Mohammed Mostafa Refaat Moharam Assistant Professor, Public Relations and Advertising Department, Mass Communication Faculty, Cairo University, Giza 12613, Egypt: Assistant Professor, College of Mass Communication and Media Technologies, Gulf University, Sanad 26489, Kingdom of Bahrain
Taniya Mukherjee Lecturer in Administrative Science Department, College of Administrative and Financial Science, Gulf University, Sanad 26489, Kingdom of Bahrain

DOI:

https://doi.org/10.36941/ajis-2023-0063

Keywords:

TikTok, Social alienation, Media system dependency theory, Statistical analysis

Abstract

The current generation is biased to social media and has shown great inclination towards social networking apps like Facebook, Instagram or video sharing app TikTok. These services offer significant opportunities to the user to showcase their creativity. However, it is also noted that exposure to these apps has inculcated adverse effects on their attitude making them alienated from individuals and groups. This study investigates the various effects of this video sharing app on the attitudes of the user through survey research method. The designed model tries to explain the levels of social alienation through the concepts of correlation and hypothesis testing between the various variables. The data has been collected from a section of the Bahraini society through questionnaire and the likert scale data has been transformed and analyzed using statistical software.

Received: 30 January 2023 / Accepted: 25 April 2023 / Published: 5 May 2023