Paper Short Abstract:

This paper delves into the challenges of conducting ethnographic research on TikTok. It explores how the research posture often leaves anthropologists "out of place" and forces them to rethink their forms of communication beyond writing.

Paper Abstract:

Although TikTok has experienced significant growth in recent years, it remains one of the least studied social media platforms from an ethnographic perspective. Its rapid expansion, particularly during the COVID-19 pandemic and lockdowns, has reshaped the connection between physical spaces and social network usage. This transformation, fueled by TikTok’s influence, has converted private spaces into public communication platforms (Kennedy 2020). TikTok’s user base, primarily young people, profoundly impacts the content created, with trends like 'memification' often targeting the 'zoomers' (young adults), who engage with the platform without fully understanding the 'native perspective' (Zeng & Abidin 2021).

Based on ethnographic research into the self-representation of young migrants in Italy—referred to as the 'second generation'—this paper examines the role of physical spaces and time in social media ethnography. These aspects are critical in conducting Netnography, even without direct offline interaction with users and creators. The selection of time and space during ethnographic research influences the ethnographer's online presence and social interactions. Using TikTok "from the native point of view" (e.g., daily commutes on public transport) can create a mismatch between the ethnographer's status (age, gender, social position, etc.) and the fieldwork activities. This paper delves into the challenges of conducting ethnographic research on TikTok. It explores how this research posture often leaves anthropologists feeling "out of place" in their daily lives and forces them to rethink their forms of communication beyond writing.