This study rigorously examines UNHCR's portrayal of migrants on TikTok through systematic content analysis. By scrutinizing various aspects of the organization's communication strategies such as messaging functionalities, video formats, emotional tonalities, and representation of migrants, the research unveils UNHCR's primary use of TikTok for disseminating information on migrant rights and personal narratives, fostering community cohesion, and encouraging actionable engagement. Moreover, the findings underscore UNHCR's nuanced depiction of migrants, moving beyond stereotypical narratives and effectively leveraging TikTok's features to amplify migrant voices and advocate for their rights. This strategic approach contributes to a comprehensive understanding of migrants, shedding light on their diverse experiences, challenges, and aspirations.
TopIntroduction
Migration, an enduring facet of human history, has witnessed a pronounced resurgence across global landscapes. Recent data underscores this trend, revealing that a substantial 281 million individuals have relocated from their native abodes to seek refuge in more hospitable climes (IOM, 2022, p.24). However, this demographic shift is not devoid of challenges. Those compelled to depart their homelands in pursuit of improved living conditions often encounter an array of social, cultural, economic, and political hurdles within host nations. Additionally, they contend with the stigmatization propagated by media outlets, casting them as the “other” and engendering negative representations (Çakıcı, 2024, p.97). Scholarly inquiry into the depiction of migration across traditional and digital media landscapes has yielded a substantive body of literature (Saric, 2019; Amores, Arcila-Calderón, & Blanco-Herrero, 2020; Cooper, Blumell, & Bunce, 2021; Fotopoulos, Masini, & Fotopoulos, 2022). This scholarship predominantly focuses on the portrayal of migration within written and visual media frameworks.
In the contemporary milieu, social media serves as a critical conduit, facilitating intricate communication networks that amplify interpersonal interaction, hasten global information dissemination, contribute to the knowledge economy, and influence societal structures. It is acknowledged as an integral element of organizational communication strategies (Gulavani & Kulkarni, 2022, p.75). As of 2024, approximately 62.3% of the global population engages with various social media platforms, including Facebook, YouTube, WhatsApp, Instagram, and TikTok (We Are Social, 2024, p.10). With billions of users worldwide, social media platforms provide arenas for multifaceted dialogues and interactions concerning the phenomenon of global migration. Through social media, migration is depicted by diverse stakeholders, affording migrants opportunities for self-expression and heightened visibility. Consequently, social media assumes a pivotal role in understanding and addressing migration dynamics. However, a meticulous examination of the literature reveals a notable dearth of studies examining migration representation on social media platforms.
TikTok, with its expansive global user base numbering in the billions, has emerged as a prominent social media platform, particularly popular among the younger demographic. Its continual acquisition of new users daily contributes to its potential for reaching and engaging diverse audiences (Lin, 2023, p.1). Within the TikTok ecosystem, various stakeholders represent the phenomenon of migration across different contexts, while migrating individuals or groups utilize the platform to share their experiences and perspectives. However, a review of the scholarly literature reveals a scarcity of studies focused on the representation of migration on TikTok. Presently, alongside migrant communities, institutions involved in migration, such as the UN Refugee Agency (UNHCR), have begun actively utilizing TikTok to disseminate information and increase societal awareness of migration-related issues.
Since 2019, the UN Refugee Agency (UNHCR) has begun utilizing platforms like TikTok. However, research examining communication strategies by migration-focused institutions, notably UNHCR, and their representation of migrant groups on TikTok remains sparse. This study aims to scrutinize UNHCR's portrayal of migration on TikTok. A literature review was conducted to fortify theoretical foundations and delineate research inquiries and methodologies. This included an analysis of migration representations in media and TikTok's role. Drawing from research inquiries, methodologies were detailed. Content analysis was conducted on all content shared on UNHCR's TikTok account from 2019 to 2024. This included video volume, objectives, content, emotional tone, format, interaction level, and spokespersons. Details on migrant groups in videos, such as gender, age, and ethnicity, were encoded. Data were visualized and analyzed. Results highlighted findings' scholarly contributions, with recommendations for future research.