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@article{ Vizcaíno-Verdú2022, title = {#ThisIsMeChallenge and Music for Empowerment of Marginalized Groups on TikTok}, author = {Vizcaíno-Verdú, Arantxa and Aguaded, Ignacio}, journal = {Media and Communication}, number = {1}, pages = {157-172}, volume = {10}, year = {2022}, issn = {2183-2439}, doi = {https://doi.org/10.17645/mac.v10i1.4715}, abstract = {Media convergence is generating many collective performances on social media, where the rise of short-form videos has created a new opportunity for the empowerment of society on online platforms. In this context, TikTok appears as an application for creative expression through music clips and lip-syncs. Through the #ThisIsMeChallenge hashtag, which introduces the musical theme of The Greatest Showman film, we analyze a new online practice within messages from traditionally marginalized groups throughout individual and collective life events. In order to understand TikTok as a music venue for social empowerment, we conducted a quantitative content analysis of 100 TikTok posts under the hashtag, and an artificial intelligence sentiment analysis across 8,877 comments. The results show a wide range of performance work that addresses issues of gender, sexual orientation, racial discrimination, and other types of current hate speech. In short, we conclude that TikTok has become a platform that seems to motivate activism and empowerment of marginalized groups through music frameworks that challenge social discrimination.}, keywords = {Soziale Medien; social media; Digitale Medien; digital media; Partizipation; participation; Empowerment; empowerment; Diskriminierung; discrimination; Coping-Verhalten; coping behavior; Video; video; Musik; music}}