Tiktok Utilization Among Cebuanos

Abstract

This study uses a qualitative design that is anchored on the theories of Jay Blumler and Denis McQuail’s Uses and Gratification Theory, Neil Postman’s Media Ecology Theory, and Harold Lasswell’s Hypodermic Needle Theory. This study analyzes the tiktok application utilization among Cebuanos. Specifically, it looks into the level of users’ consumption, ways the tiktok applications are being utilized, effects of TikTok on the behavior of the users, and proposed course of action. Based on the findings, the level of user consumption on TikTok is only 10-45 minutes per day and is being utilized mainly for entertainment, education, updates and information, and business that causes a behavioral change in the users through a slight neglect to responsibilities but also makes users more interactive with other people. Based on the findings, the proposed course of action are promotion of media and information literacy, censorship, stricter policies, and time limitation. It is suggested that the government with the help of parents shall intervene in risky trends on the platform while journalists and educators may use the platform to debunk misinformation so that users shall be critical thinkers when consuming the contents on the platform, and the users shall be reminded of their responsibilities in household, studies, and at work.