Experts explain to CTVNews.ca why, and how, popular Chinese social media app TikTok seems to promote risky and harmful behaviour among users and content producers.
The "Skull Breaker Challenge" is a prank popularized on TikTok in which a victim is told to jump as high as they can for a video, only to have their feet kicked out from under them once they're off the ground, causing them to fall down violently.
Social media platforms like Facebook, Instagram, Twitter and TikTok generate revenue by gathering data about their audiences for use in targeted advertising on those apps, explained Brett Caraway, who heads the Digital Enterprise Management program at the University of Toronto's Institute of Communication, Culture, Information and Technology.
While the inner workings of TikTok's algorithms are a closely-held trade secret, almost anyone who has spent time on the app knows how quickly a user can be sucked into hours of scrolling through entertaining, easily-digestible low-commitment content. So how does TikTok's business model make the platform such a fitting home for risky, attention-seeking trends?
For the users who generate this content, the rewards can include validation, popularity, fame, gifts and even money. Whether or not TikTok's algorithm rewards risky, shocking, salacious or harmful behaviour – in other words, content that keeps users glued to the app for hours – Sara Grimes says it wouldn't be the first to do so.
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