틱톡의 영향력: 주목 경제와 문화적 변화

### 틱톡의 복잡성: 관심도, 알고리즘, 문화적 영향력 탐색하기
* 📅 "거의 정확히 4년 전에 처음으로 TikTok을 업로드했는데, **네 번째 동영상이 수백만 조회수**를 기록하는 등 꽤 좋은 성과를 거두었습니다."
* 👀 "우리 눈은 우리가 소유한 것 중 가장 비싼 것"이라는 카일라 스캔랜드의 통찰은 우리 삶에서 **주의 집중의 중요성**을 강조하며 깊은 울림을 줍니다.
* 🧠 틱톡은 저에게 놀라운 크리에이터와 활기찬 문화를 소개해 주었지만, **AI 기반 콘텐츠의 부정적인 영향**과 일부 콘텐츠의 **분열적인 성격**에 대한 우려도 불러일으켰습니다.
* ⚖ TikTok의 영향력이 커짐에 따라 크리에이터가 관심을 끌어야 한다는 압박이 심해지면서 **품질보다는 선정적인 콘텐츠에 의존**하는 경우가 많았습니다.
* 💔 특히 **Z세대의 절반에 가까운 많은 사용자가 틱톡의 존재에 대해 아쉬움**을 표하고 있어, 틱톡의 사회적 영향에 대한 인식이 점점 커지고 있음을 알 수 있습니다.
* 🏙 저는 콘텐츠 플랫폼을 좋은 동네와 나쁜 동네가 공존하는 마을에 비유하는데, **나쁜 동네가 우세하면 전체적인 살기 좋은 동네가 쇠퇴**할 수 있습니다.
* 😟 궁극적으로 저는 틱톡에서의 경험을 소중히 여기지만, **사회에 긍정적이지 않을 수 있는 플랫폼에 기여해야 한다는 책임감** 때문에 고민하고 있습니다.
* 📦 제 여정을 되돌아보니, **TikTok에 대한 참여가 협업적인 문화 경험에서 보다 수동적인 경험**으로 바뀌면서 시간이 지날수록 즐거움이 줄어들고 있다는 것을 알게 되었습니다.

틱톡의 부상은 콘텐츠 제작을 알고리즘 중심의 경쟁적인 환경으로 변화시켰고, 정신 건강과 사회적 신뢰에 영향을 미쳤습니다.

good morning, John. Almost exactly four years ago, I uploaded my first TikTok, and it did pretty well. My fourth TikTok got millions of views, and knowing that I had a book coming out soon and that I am fascinated by content platforms and their cultures, I decided to push pretty hard into this thing that was even before the pandemic, growing very fast. Part of me is very glad that I did; another part of me isn't. Kyla Scanland recently said in a TikTok that our eyeballs are the most expensive thing we own, and that is my new favorite way of saying a thing I've been saying forever: upsettingly true that attention is the stuff a life is made out of, and we only get so much of it, and theoretically, we get to control what we do with it. Now, obviously, many times we are not in charge. If there's a coyote on the path, you can't really choose to not think about the coyote. But we also want to give away that control sometime, which also I don't hate. It's work to be in

control all the time, and we've always given away our attention. We give it away to movies, to books, to storytellers, to the flow of a conversation, to the incoherent bumbling of whatever automatic systems take over when we are not exercising control. As we walk around or drive or braid a road, humans have spent so much time braiding ropes. I think this might be one of the big problems: we don't have enough rope braiding time anymore. I want to be clear: there are lots of things that I really like about TikTok, not like I enjoy, but actually that I enjoy and are very good. I have discovered so many fantastic comedians and artists and musicians, so many great science communicators that do the job super different and, as such, have very different audiences. Also, it is just a culture factory. It's filled with art and experiments and storytelling. TikTok has created many beautiful moments, and I didn't just passively enjoy them; I was a part of them, and I was fascinated and inspired by it, and it changed my life.

but it's not just good. Like, people are currently pretty worried about AI someday taking over the world, like that didn't already just happen. So much of the content we consume is directed to us by artificial intelligence algorithms, and that influences what I believe and what I spend time thinking about. But even maybe more importantly, it influences what kinds of content get created in the first place by media and creators. Algorithms and media and creators work together to keep us on websites, no matter the cost, and the cost doesn't seem to be insubstantial. It seems like our mental health is getting worse, our society is getting more antisocial, our arguments are getting more divisive, and people are not oblivious to this. Almost half of Gen Z wishes TikTok had never been invented. So how did this happen? TikTok, I think their greatest advantage over Instagram and YouTube, aside from the first mover advantage, was just that it's been cooler. Like, it's been a cooler place, and nobody could say why something is cool, but TikTok was cool. However, kind of the opposite of cool is caring.

and as Tik Tok became more obviously powerful and successful, there became more desirable. It started to be impossible for creators to not care, and that's a problem for the coolness of the platform, but it also can kick off a bit of a doom loop with regards to the kind of content that succeeds. If no one steps in to try and control it, as you said on Tuesday, John, algorithms are in the business of working with our biology to control us, but creators like us are in the business of working with algorithms to do that as well. And so, as Tik Tok began to matter more, Tik tokers fought harder in a kind of arms race to capture attention, but there wasn't really a way to do that by increasing the quality too much, just because there isn't enough money to be made to pay to increase the quality. And so, you have to do that in other ways, and some of those ways are great, but a lot of the best tools to get attention in a space of extremely high competition for eyeballs are bad. They

are fear, controversy, moral outrage, drama, feelings of superiority. If a platform doesn't care or have the capacity to care when that starts happening, things on that platform, in areas of it, start to suck. Now, this is not actually what my for you page looks like, but it is what a lot of people's for you pages look like. I have alt accounts where I follow different stuff, and I'll tell you, there are a lot of people watching seriously antisocial, anti-democratic, anti-gay, anti-trends, anti-immigrant content that, if you designed it to lower societal trust, you could not have designed it better. People work with machine learning algorithms to control other people's attentions. That's literally what I do for a living, and like, I can tell myself that I do it not just for a living but also for good, and I think that's true, but I don't just bring my talents and skills to the table. I also bring my credibility and my audience, and that's scary. That's like a freaking scary responsibility because I do not know who

I am giving power to when I create on a platform like on YouTube. I know some of those people, which makes me feel a little bit better, but that's just who's there now. What about in the future when it's different people? I've given power to Tik Tok, though I think has structural reasons why it is worse at being able to handle its power. Particularly, that short-form video is much harder to monetize per minute of upload, which means more content to moderate and less money to spend doing that moderation. And yeah, also there is the problem of it potentially being controlled or influenced by a government that would rather my country have less trust in itself and be more dysfunctional. 'Cuz here's the thing, you don't actually have to tweak an algorithm to increase the amount of fear and outrage and division experienced by people on a content platform. All you have to do is just kind of let that happen. Obviously, I do not regret the experiences I have had on Tik Tok. Now, I regret a little bit that it

made me substantially more famous, but there's also benefits to that. What I definitely regret is having helped to put power into a place that I have no control over and that I do not understand and that I do not think has been a net positive for society. I didn't go into TikTok thinking strategically or worried about its impact on the world. I went in curious and hungry and excited and amazed, and though I was obviously manipulated by its systems to some extent, it really did deliver value for me, and hopefully, my content delivered value for others for a long time. But this world right now is messy, and it's moving fast, and I wish I was more careful. There is very little that I enjoy more than diving into a new subculture and coming to understand it. Riding cultural waves is my extreme sport, my chosen vocation, and my greatest area of expertise. But if I'm an expert in the experience, I also have to admit that I'm an expert in the outcome, and I am not a fan of the outcomes at the same.

time I find it impossible to imagine a content platform as a monolith. Algorithms do not decide what people watch alone. People participate in that decision both by deciding what content gets created and by choosing which content they spend time with. And they often, though not all the time, feel like the parts of TikTok that I spend time in and create for are good. So, it's confusing. If only there was a model that would make it make more sense. For example, these things always make more sense to me if I imagine content platforms to be what they actually are: places where we live. And a town can have bad neighborhoods and good neighborhoods, and they can and should do things to make the bad neighborhoods better. And if those towns become less livable, then people will leave them. But I do worry that if a content platform gives people more reasons to be afraid, to be antisocial, to not trust anyone in their society, people will find their real worlds less livable and the content platforms the only place where they feel safe. That should scare everybody. And I

don't have a ton of faith in all of the different governments of these spaces. You know, like I have a lot more faith in YouTubes than I do in Tik Toks. My last little point, as it has transitioned away from being like fun and buzzy and cool. Tik Tok transitioned for me from a place where I felt like I was doing things with people and participating in cultural creation to a place where I felt like things were just happening to me. And so, in addition to all this high-minded stuff, I just don't enjoy that as much. Sometimes I get that feeling back, but I seem to have it less and less these days. Amazingly though, 17 years later, YouTube still feels like something I am doing with people, so that's nice. And speaking of which, download the Pizza Miss app. There's a link in the description to get my terrible collection of dad jokes sent to you every day of pizza. Even though it did take me a while to get all those jokes together, they really are terrible.

John Pizza Miss begins on Monday, which is why I will see you on Monday.

Do I Regret TikTok?

vlogbrothers

연사는 성공적인 첫 번째 동영상으로 시작하여 빠르게 인기를 얻게 된 TikTok과의 4년간의 여정을 되돌아봅니다.

그들은 관심의 가치와 그것을 통제하기 위한 투쟁에 대해 이야기하며, 때때로 관심을 주는 것의 이점을 인정합니다.

연사는 재능 있는 아티스트와 크리에이터를 발굴하는 역할과 아름다운 순간을 만들어내는 문화적 영향력 및 능력에 대해 TikTok을 높이 평가합니다.

AI와 틱톡이 사회에 미치는 영향

인공지능 알고리즘은 점점 더 우리가 소비하는 콘텐츠에 영향을 미치고, 우리의 신념과 미디어 제작에 영향을 미치고 있습니다.

이로 인해 정신 건강, 사회적 상호 작용, 분열적인 논쟁에 부정적인 영향을 미치고 있으며, Z세대의 많은 사람들은 TikTok이 발명되지 않았으면 좋겠다고 말합니다.

TikTok의 쿨함과 파워는 크리에이터들 사이에서 관심을 끌기 위한 경쟁적인 군비 경쟁을 불러일으켰고, 경쟁이 치열한 환경에서 성공하기 위해 해로운 전략을 사용하는 경우가 종종 발생했습니다.

소셜 미디어 플랫폼은 공포, 논란, 도덕적 분노를 조장하여 부정적인 사용자 경험을 유발할 수 있습니다.

TikTok과 같은 짧은 형식의 동영상 콘텐츠는 수익 창출과 효과적인 관리가 어렵기 때문에 유해한 콘텐츠가 증폭될 가능성이 있습니다.

이러한 플랫폼의 권력 역학 관계로 인해 누가 영향력을 행사하고 사회적 역기능에 기여할 수 있는지에 대한 우려가 제기되고 있습니다.

틱톡이 명성과 사회에 미치는 영향

저자는 틱톡을 통해 높아진 명성을 반성하면서도 자신이 통제하거나 이해하지 못하는 강력한 플랫폼에 기여한 것을 후회합니다.

또한 지저분하고 빠르게 변화하는 세상의 본질을 인정하고 더 신중해야 한다고 말합니다.

저자는 콘텐츠 플랫폼을 좋은 동네와 나쁜 동네가 있는 도시와 비슷하다고 보고 사람들의 실제 삶에 미칠 수 있는 부정적인 영향에 대해 걱정합니다.

소셜 미디어에 대한 관점의 변화

화자는 TikTok이 재미있고 참여적인 공간에서 그냥 일이 일어나는 공간으로 바뀌었다고 느끼며 TikTok보다 YouTube를 더 신뢰하고 있습니다.

이러한 변화는 즐거움의 감소와 단절감으로 이어졌습니다.

반면 YouTube는 17년이 지난 지금도 여전히 협업의 공간으로 느껴집니다.

연사는 매일 아빠들의 농담을 위한 피자 미스 앱을 홍보하기도 합니다.