In just a few years, social networks from a revolution and a technological oasis, turned into a possible danger for the youngest members of our societies, accused of the social isolation of a portion of the older ones, of the content of hate campaigns, of political exploitation or risks to personal data of their users. Are their originators ultimately gods of technology or demons of social decay? As with most issues, social media management has two sides. In their case, not quite the opposite.
TikTok is an ever-growing social network with great influence and analyzes that raise it to the top of the technological podium until 2025. It is therefore interesting to consider how much it has affected our communication to date or to what extent minor users can use their favorite safe application. We discussed the above with the company executive Luana Laveccia and responsible for the regions of Italy and Greece, who was last week in our country.
How safe it is
The conversation revolves from the first moment on the issues of safe navigation, with our interlocutor explaining that “TikTok is an app for people over 13, while for those under 16 their profile is automatically private». On serious issues related to young people he says that “they cannot exchange messages with people they do not know. Also in the application there is the “Family pairing” option, where the parent connects his account with his child’s and thus all the data is sent to him: the content with which the child interacts, the time he spends on the platform, the things he uploads , etc.». And he continues “In addition, the content that passes through the minor home screen has passed through dozens of filters, which work with artificial intelligence, in order not to come into contact with inappropriate content”.
But what about addiction? As he states, we cannot fight Internet addiction in a passive way. “Both children and adults should have an active role in how they choose to spend their time. When I have exceeded the time frame I have set or been given, it is good to take a step back, be in touch with my thoughts, my environment, my needs and think “What am I doing now? Why do I do it? What should I do next?’». In any case, he reminds that it is important for parents to be informed and set their own limits.
Luana Laveccia
Politicians on TikTok
TikTok, however, seems to be now the main means of communication used by politicians in their daily lives. In Greece, in fact, in a recent election, we wondered how much all these videos cost in the end.
Ms. Laveccia disarmingly replies that they cost nothing, since the app has banned paid political ads since 2019. This means that politicians, parties or groups involved in political campaigns cannot buy advertising space on the platform to promote a politician. content. Additionally, they cannot hire content creators to promote their spots. Nevertheless, the politicians were not discouraged. Party lines still use the app. TikTok remains a powerful tool thanks to its algorithmic appeal, the low cost of videos, and its huge youth audience. Politicians using the platform can engage directly with these new voters, and “viral” has the power to travel a video across more screens than a paid ad could.
“A trend or conversation may start on the Internet, but that doesn’t mean it stays there”
«What happens on TikTok, doesn’t stay on TikTok» says Mrs. Lavekia when we ask her whether our lives are transferred to the online sphere. He gives the example of BookTok, the TikTok community where users talk about their favorite books.
«In quarantine, people stayed home and could read freely. Some took their impressions or related discussions online. After the pandemic, how many of these kids became friends in real life? How many of them decided to become writers or columnists? How many viral books have been adapted to television or film? A trend or conversation may start on the Internet, but that doesn’t mean it stays there…».
The Italian philosopher Luciano Floridi coined in 2012 the neologism “onlife” (online + life), which refers to “new experience of a hyper-connected reality within which it no longer makes sense to ask whether one can be online or offline”.
In other words, as technology infiltrates every nook and cranny of our lives, we’re now at the point where we can’t tell where online life ends and “real life” begins.
Social media today create and transform our realities. According to Lavekia, we have more to gain if we “swim” with the current instead of going against it. Speaking of adaptability to the new reality, he tells me about Greek and Italian teachers who present their lessons in the classroom in the form of videos on TikTok, which has already won over their students.
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