#TargetedAds, or memeing dataveillance on TikTok: How users comply, oppose, and imagine datafication practices

Abstract

This article explores how users imagine the relation between themselves as datafied subjects and the outputs of algorithmic predictions in the form of targeted ads. It does so by, first, venturing into the space of the short-video social media site TikTok and exploring the user-generated content under the hashtag #targetedAds; second, analyzing the dominant narrative framings users share on the topic; and third, applying the notion of “collective imaginaries” to the analyzed content. This article contributes to the holistic understanding of dataveillance in the targeted ads context by looking at indirect expressions of users’ perceptions and feelings around it, adding to the body of work on shared imaginaries of dataveillance across everyday social media use. In TikTok memes collected under #targetedAds, several imaginaries come into play. One can divide them into activated collaborative imaginary, antagonistic passive imaginary, and antagonistic proactive imaginary. As such, this article expands the research within the area of algorithmic and dataveillance imaginaries by simultaneously turning to memes as sense-making devices and to TikTok as a platform particularly suited to discussing users’ socio-political activities and opinions.