Your bedroom as a front stage, an explorative interview study on youth's self-presentation on TikTok in Sweden

Social Network Sites (SNSs) have emerged as a new way of socializing in the internet age with TikTok being the latest platform to emerge as a worldwide phenomenon, particularly popular amongst the youth. However, there is a knowledge gap about how youth in Sweden’s self-presentation is shaped by the design of TikTok. This explorative study aims to examine what possibilities and restrictions TikTok facilitates for self-presentation and what relevance the users’ physical location, more specifically Sweden, has for their content. We conducted qualitative interviews with ten individuals between the ages of 18 and 23, living in Sweden and that have all created videos on the platform. The gathered data, analyzed using thematic analysis, resulted in five different themes, Usage, Functionality/Platform design, Socializing, Personal life and Expressing oneself; each with underlying categories and codes. From the analysis it became apparent that it is not only the design of the platform, but also its use in relation to other SNSs which shapes how users present themselves on it. The unique downplay of following friends and family as well as the encouraged use of filters and sounds from other users’ videos result in a distinct freedom of expression as well as video creation based on imitation. We also found that the platform seems to offer easy accessible tools for creative exploration without the imposed expectation of posting publicly. These findings show that youths in Sweden have a profound understanding and awareness of how SNSs can be utilized regarding self-presentation in daily life