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Understanding Electronic Word of Mouth: TikTok Field Notes (Pt.2)

This is part 2/3 of my TikTok field notes for my ethnographic research project about online skincare communities. I am looking to better understand how audiences’ reactions to Electronic Word of Mouth (EWoM) content differs across different social media channels, by analysing a variety of skincare influencers (or skinfluencers if you will) on Instagram and TikTok. This blog features my fieldnotes about my experience with five pieces on content from prominent TikTok creator, @yayayayoung…

Understanding Electronic Word of Mouth Part 5 – Final Thoughts and Findings!

This is part 5 of my Understanding Electronic Word of Mouth blog series. This series is about understanding how audiences respond to Electronic Word of Mouth content within Instagram and TikTok skincare communities, and how these responses differ. Through these blog posts I aim to explore some of the key finding and topics of interest I have encountered. In this blog post I conclude the Undretsanding Electronic Word of Mouth blog series and discuss my final thoughts and findings…

Understanding Electronic Word of Mouth Part 4 – Changing Behaviours; The Rise of Science Based Skincare

This is part 2 of my Understanding Electronic Word of Mouth blog series. This series is about understanding how audiences respond to Electronic Word of Mouth content within Instagram and TikTok skincare communities, and how these responses differ. Through these blog posts I aim to explore some of the key finding and topics of interest I have encountered.
In this blog post I elaborate on how I think the way audiences talk about skincare online is changing towards more scientific conversations…

Understanding Electronic Word of Mouth: TikTok Field Notes (Pt.3)

This is part 2/3 of my TikTok field notes for my ethnographic research project about online skincare communities. I am looking to better understand how audiences’ reactions to Electronic Word of Mouth (EWoM) content differs across different social media channels, by analysing a variety of skincare influencers (or skinfluencers if you will) on Instagram and TikTok. After looking at @skincarebyhyram’s content in part one, and @yayayoung in part two, I decided to look at another prominent skincare content creator; @dermdoctor…

Background research and ethical considerations!

If you haven’t seen them yet, make sure to read my prior blog posts explaining my media niche, field site and research plan for my ethnographic research project. Background research: To help form a better understanding of my observations I will also looking into academic theories and frameworks regarding social media, specifically, passive and activeContinue reading “Background research and ethical considerations!”

Ethnographic research project: The plan of attack!

Step 1- Problematise! In my earlier posts, I identified my media niche and field site for this project. The next step in forming a plan for my research is problematising my media niche. My media niche is TikTok skincare content and for my field site I’ve decided to focus on Skin Care by Hyram; aContinue reading “Ethnographic research project: The plan of attack!”

Narrowing it down & finding my field site!

In my last post ‘My media niche: Skincare, Makeup and TikTok!‘, I realised that the media niche I want to learn more about is the beauty community on TikTok. However, this niche is still super broad! There is all different kinds of content such as makeup tutorials, skincare journeys, product reviews, there’s even a micro-niche knownContinue reading “Narrowing it down & finding my field site!”

My media niche: Skincare, Makeup and TikTok?

This week I started a new subject, BCM241- Media Ethnographies! Ethnographic research is useful for media and communication professionals as it enables them to gain, “as complete an understanding as possible of the cultural meanings and social formations (and their inter-relationships) of a group, such as an organization, profession, community or society.” (Daymon & Holloway,Continue reading “My media niche: Skincare, Makeup and TikTok?”