Enunciation on TikTok: Mechanisms of Acceleration in Content Creation

Based on an understanding of the algorithm as a set of strategic statements that regulate the functioning of social networks, this article analyzes the interactions that take place on TikTok in its short videos designed for the mobile format. Using the framework of French semiotics, especially tensional semiotics, we explore the diffusion of discourses within this platform and the incentives created for their production and circulation. In addition, we discuss the role of TikTok as a proto-enunciator and how this influences the content produced by users and encourages the construction of accelerated and tonic statements. We also explore the content acceleration strategies that users use to fulfill the expectations generated by the algorithm.

KEYWORDS:
Enunciation; TikTok; Algorithm; Semiotics; Digital Space