Pulatifomu ya TikTok ili ndi mphamvu zamphamvu zoyendetsera ogula kuti awononge ndalama pazinthu zomwe amalimbikitsa opanga zinthu.Kodi matsenga mu izi ndi chiyani?
TikTok mwina sangakhale malo oyamba kupeza zoyeretsera, koma ma hashtag ngati #cleantok, #dogtok, #beautytok, ndi zina zambiri akugwira ntchito.Ogula ochulukirachulukira akutembenukira ku malo ochezera a pa Intaneti kuti apeze zinthu ndikugwiritsa ntchito ndalama pazabwino zochokera kwa anthu otchuka komanso opanga mwamwayi.
Mwachitsanzo, pa hashtag #booktok, opanga amagawana ndemanga zawo zamabuku ndi malingaliro awo.Deta ikuwonetsa kuti ogwiritsa ntchito tagi iyi kulimbikitsa mabuku ena amayendetsa malonda a mabukuwo.Kutchuka kwa #booktok hashtag kwalimbikitsanso mawonedwe odzipatulira ndi ogulitsa mabuku amitundu yosiyanasiyana;zasintha momwe opanga chivundikiro ndi ogulitsa amafikira mabuku atsopano;ndipo chilimwechi, zidatsogoleranso kampani ya makolo a TikTok ByteDance kukhazikitsa mtundu watsopano wosindikiza.
Komabe, pali zinthu zina kupatula ndemanga za ogwiritsa ntchito zomwe zimalimbikitsa chikhumbo chogula.Ogwiritsa ntchito ali ndi ubale wodekha wamaganizidwe ndi nkhope zowonekera pazenera komanso makina oyambira a TikTok, omwe amatenga gawo lalikulu pakuyendetsa ogwiritsa ntchito kugula zomwe akuwona.
Kudalirika kwa gwero
"Mapulatifomu amakanema ngati TikTok ndi Instagram asintha kwambiri momwe ogula amapangira zosankha," atero a Valeria Penttinen, pulofesa wothandizira pazamalonda ku Northen Illinois University.Chofunika kwambiri, nsanja izi zimapatsa ogwiritsa ntchito mwayi wowonetsa zinthu ndi ntchito zomwe sizinachitikepo chifukwa amadya zinthu zambiri pakanthawi kochepa.
Pali zinthu zingapo zomwe zimapangitsa ogwiritsa ntchito kutsatira malingaliro a opanga.Pamtima pa izi, iwo amati, ndi "kudalirika kwa gwero."
Ngati ogwiritsa ntchito awona kuti wopangayo ndi waluso komanso wodalirika, angasankhe kugula chinthucho pazenera.Angeline Scheinbaum, pulofesa wothandizira wa zamalonda pa Wilbur O ndi Ann Powers College of Business ndi Clemson University ku South Carolina, USA, ananena kuti ogwiritsa ntchito amafuna kuti opanga "agwirizane ndi malonda kapena ntchito," zomwe zikuyimira zowona.
Kate Lindsay, mtolankhani yemwe amalemba za chikhalidwe cha pa intaneti, anapereka chitsanzo cha amayi apakhomo omwe amagwiritsa ntchito zinthu zoyeretsera."Amapeza otsatira amalingaliro ofanana.Pamene wina yemwe akuwoneka ngati inu akunena kuti ndi amayi ndipo atopa ndipo njira yoyeretserayi inamuthandiza tsiku limenelo ... zimapanga mtundu wina wa Kulumikizana ndi kudalirana, mumati, 'Mukuwoneka ngati ine, ndipo imakuthandizani. , chotero zimandithandiza.’”
Opanga akamadzipangira okha m'malo molipira zotsimikizira, kudalirika kwawo kumawonjezeka kwambiri."Odziyimira pawokha ndiwowona kwambiri ... cholinga chawo ndikugawana moona mtima chinthu kapena ntchito yomwe imawabweretsera chisangalalo kapena kumasuka m'miyoyo yawo," adatero Sheinbaum.Amafunadi kuuza ena.
Zowona zamtunduwu zimakhala zogwira mtima kwambiri pakugula magalimoto m'magulu a niche chifukwa opanga nthawi zambiri amakhala okonda kwambiri ndipo nthawi zambiri amakhala ndi ukatswiri m'malo omwe ena ochepa adawonapo."Ndi ma micro-influencers awa, ogula amakhala ndi chidaliro chochulukirapo kuti akugula chinthu chomwe wina amagwiritsa ntchito ... pali kulumikizana pang'ono," adatero Sheinbaum.
Makanema amakhalanso odalirika kuposa zithunzi ndi zolemba zosasunthika.Petinen adati makanema amapanga malo enieni "odziwonetsera okha" omwe amakokera ogwiritsa ntchito: Ngakhale zinthu monga kuona nkhope ya wopanga, manja, kapena kumva momwe amalankhulira zimatha kuwapangitsa kumva ngati momwe alili.okhulupirika.Zowonadi, kafukufuku akuwonetsa kuti anthu otchuka pa YouTube amaika zidziwitso zawo pamawunidwe azinthu kuti aziwoneka ngati abwenzi apamtima kapena achibale - owonerera amamva kuti "amamudziwa" wopanga, ndipamene amawakhulupirira kwambiri.
Sheinbaum adanenanso kuti zolemba zomwe zimatsatiridwa ndi zoyenda komanso zolankhula - makamaka ziwonetsero ndi kusintha kwa makanema a TikTok, pafupifupi ngati zotsatsa zazing'ono za 30- mpaka 60-sekondi - zitha kukhala "zogwira mtima kwambiri pakukopa.".
"Parasocial" zotsatira
Chimodzi mwazoyambitsa zazikulu zomwe ogula amagula ndikulumikizana kwamalingaliro ndi opanga awa.
Chodabwitsa ichi, chomwe chimadziwika kuti ubale wa parasocial, chimapangitsa owonera kukhulupirira kuti ali ndi mgwirizano wapamtima, kapena ngakhale ubwenzi, ndi anthu otchuka, pamene kwenikweni ubale ndi njira imodzi-kawirikawiri, wopanga zomwe zili ngakhale Omvera sangadziwe. za kukhalapo kwake.Ubale woterewu wosasinthana umakhala wofala pazama TV, makamaka pakati pa anthu otchuka komanso otchuka, makamaka ngati ogwiritsa ntchito ambiri akumana ndi zomwe ali.
Chodabwitsa ichi chimakhudzanso khalidwe la ogula."Maubwenzi apakati ndi olimba kotero kuti anthu amafunitsitsa kugula zinthu," adatero Sheinbaum, kaya ndi wolimbikitsa kulimbikitsa chinthu chothandizidwa kapena wopanga wodziyimira pawokha kugawana zomwe amakonda.
Pettinen adalongosola kuti pamene ogula ayamba kumvetsetsa zomwe mlengi amakonda komanso zomwe amakonda ndikuwawona akuwulula zambiri zaumwini, amayamba kuchitira malingaliro awo ngati abwenzi awo enieni.Ananenanso kuti maubwenzi otere nthawi zambiri amayendetsa ogwiritsa ntchito kugula mobwerezabwereza, makamaka pa TikTok;algorithm ya nsanja nthawi zambiri imakankhira zomwe zili muakaunti yomweyo kupita kwa ogwiritsa ntchito, ndipo kuwonekera mobwerezabwereza kumatha kulimbikitsa ubale wanjira imodzi.
Ananenanso kuti maubale a parasocial pa TikTok angayambitsenso mantha osowa, zomwe zimapangitsa kuti zinthu ziziyenda bwino: "Mukangokhalira kutengeka kwambiri ndi anthu awa, zimayambitsa mantha osatengera mwayi pachibwenzi, kapena kuchita zinthu monyanyira. .Kudzipereka ku mgwirizano. "
Kuyika bwino
Lindsay adati zomwe TikTok ndizokhazikika pazogulitsa zilinso ndi zomwe ogwiritsa ntchito amawona kuti ndizowoneka bwino.
"TikTok ili ndi njira yopangira kuti kugula kumveke ngati masewera pamlingo wina, chifukwa chilichonse chimayikidwa ngati gawo la zokongoletsa," adatero.“Simukungogula chinthu ayi, koma mukuchita zinthu zapamwamba.moyo.”Izi zitha kupangitsa ogwiritsa ntchito kufuna kukhala m'gulu lazinthu izi kapena kuchita nawo zinthu zomwe zingaphatikizepo kuyesa chinthu.
Ananenanso kuti mitundu ina yazinthu pa TikTok imathanso kukhala yamphamvu kwambiri: adatchulapo zitsanzo monga "zinthu zomwe simumadziwa kuti mumazifuna," "zopatulika za grail," kapena "zinthu izi zidandipulumutsa ..." "Mukamasakatula, mumapeza 'mudzadabwa mukaona chinthu chomwe simunadziwe kuti mukufunikira kapena simunachidziwe."
M'malo mwake, adati, ubale wapanthawi yayitali wamavidiyo a TikTok umapangitsa malingalirowa kukhala achilengedwe komanso amatsegula njira kwa ogwiritsa ntchito kudalira opanga.Amakhulupirira kuti poyerekeza ndi omwe amawunikira kwambiri pa Instagram, momwe zilili zosavuta komanso zovutirapo, ogula amawona kuti akugula zisankho potengera malingaliro - "kuzisokoneza muubongo wawo."
Wogula chenjerani
Komabe, Sheinbaum, wolemba "The Dark Side of Social Media: A Consumer Psychology Perspective," adati ogula nthawi zambiri amatha kugwidwa ndi kugula mopupuluma..
Nthawi zina, adatero, zotsatira za parasocial zomwe zimayambitsidwa ndi malo ochezera a pa Intaneti komanso malingaliro achikondi omwe amabwera nawo amatha kukhala amphamvu kwambiri kotero kuti ogwiritsa ntchito samayima kuti "azindikire" ngati malingalirowo athandizidwa.
Makamaka ogwiritsa ntchito achichepere kapena ogula osadziwa zambiri sangadziwe kusiyana pakati pa zotsatsa ndi malingaliro odziyimira pawokha.Ogwiritsa ntchito omwe amafunitsitsa kuyika maoda amathanso kupusitsidwa mosavuta, adatero.Lindsay akukhulupirira kuti mawonekedwe achidule komanso ofulumira a makanema a TikTok angapangitsenso kuyika zotsatsa kukhala zovuta kuzizindikira.
Kuphatikiza apo, kukondana komwe kumapangitsa kuti anthu azigula zinthu kungachititse kuti anthu awononge ndalama zambiri, adatero Pettinen.Pa TikTok, ogwiritsa ntchito ambiri amalankhula za zinthu zomwe sizokwera mtengo, zomwe zingapangitse kuti kugula kuwoneke ngati koopsa.Akunena kuti izi zitha kukhala zovuta chifukwa chinthu chomwe mlengi akuganiza kuti ndi chabwino kwa iwo mwina sichingakhale choyenera kwa ogwiritsa ntchito - pambuyo pake, bukuli lomwe linali kutchulidwa paliponse pa #booktok, Simungakonde.
Ogwiritsa ntchito sayenera kuona kufunika kowunika zonse zomwe amagula pa TikTok, koma akatswiri akuti ndikofunikira kumvetsetsa momwe nsanja imalimbikitsira ogwiritsa ntchito kugwiritsa ntchito ndalama - makamaka musanayambe "kulipira."
Nthawi yotumiza: Sep-11-2023