Von Freund*innen lernen: Bildungsinfluencer*innen auf TikTok zwischen Selbstvermarktung und Wissensvermittlung

  • Education influencers achieve a wide reach on TikTok by sharing information and knowledge. Unlike in formal educational settings, the community engages with this content on a voluntary basis. Therefore, the videos must gain visibility in the platform’s tableau of diverse content and the creators must build a relationship with their community that ensures their long-term loyalty to the respective account or the associated brand in order to open up monetisation opportunities. Based on an analysis of the most successful videos of 2023 from four major TikTok accounts in the fields of physical and mental health, this paper traces media-aesthetic characteristics and communicative practices in the creation of educational content on TikTok between knowledge transfer and self-branding. It shows the means used by creators to establish an allegedly friendly relationship with their followers and how they emphasise their personal expertise and the added value of their own videos in order to motivate their community to interact more with theEducation influencers achieve a wide reach on TikTok by sharing information and knowledge. Unlike in formal educational settings, the community engages with this content on a voluntary basis. Therefore, the videos must gain visibility in the platform’s tableau of diverse content and the creators must build a relationship with their community that ensures their long-term loyalty to the respective account or the associated brand in order to open up monetisation opportunities. Based on an analysis of the most successful videos of 2023 from four major TikTok accounts in the fields of physical and mental health, this paper traces media-aesthetic characteristics and communicative practices in the creation of educational content on TikTok between knowledge transfer and self-branding. It shows the means used by creators to establish an allegedly friendly relationship with their followers and how they emphasise their personal expertise and the added value of their own videos in order to motivate their community to interact more with the content and use additional (paid) services.zeige mehrzeige weniger

Metadaten exportieren

Weitere Dienste

Suche bei Google Scholar
Metadaten
Verfasserangaben:Judith AckermannORCiDGND
DOI:https://doi.org/10.1007/978-3-662-70712-8_7
ISBN:978-3-662-70711-1
Titel des übergeordneten Werkes (Deutsch):TikTok – Memefication und Performance
Untertitel (Deutsch):Eine medienästhetische Betrachtung im Kontext von physischer und psychischer Gesundheit
Verlag:J. B. Metzler
Verlagsort:Stuttgart
Herausgeber*in:Friederike Fischer, Simon Meier-Vieracker, Lisa Niendorf
Dokumentart:Teil eines Buches (Kapitel)
Sprache:Deutsch
Jahr der Erstveröffentlichung:2025
Veröffentlichende Institution:Fachhochschule Potsdam
Datum der Freischaltung:23.07.2025
GND-Schlagwort:Freundschaft; Influencer; Medienästhetik; TikTok; Wissensvermittlung
Erste Seite:133
Letzte Seite:155
Fachbereiche und Zentrale Einrichtungen:FB1 Sozial- und Bildungswissenschaften
Forschungs- und An-Institute / Inst. für angewandte Forschung Urbane Zukunft (IaF)
DDC-Klassifikation:300 Sozialwissenschaften / 370 Bildung und Erziehung
Open Access:Gold Open Access
Lizenz (Deutsch):Creative Commons - CC BY - Namensnennung 4.0 International
Einverstanden ✔
Diese Webseite verwendet technisch erforderliche Session-Cookies. Durch die weitere Nutzung der Webseite stimmen Sie diesem zu. Unsere Datenschutzerklärung finden Sie hier.