Corinna S. Guerzoni, Viviana L. Toro Matuk

Profiles and Sub/objectivity of the GenZ. Ethnography of TikTok

  • Abstract

Informations and abstract

Keywords: TikTok, GenZ, Anthropology of Communication, Subjectivity, Social Media

The article presents partial results of a netnographic research conducted between 2019 and 2021 through and on TikTok. The study offers a comparative analysis between Italy and the United States about the construction of Generation Z (GenZ) subjectivity. Considering the period of subjectivity formation of people aged 13 to 24, in a specific place (TikTok), in a peculiar historical moment (characterized by confinement, loneliness, and isolation), we will highlight how TikTok becomes a powerful device for constitution of GenZ sub/objectivity. We will show how the intermingling of individual and collective imagination – which develops through TikTok – produces «immaginasia», or revolutionary momentum that can unfold exclusively through progressive algorithmic alignment

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