The Interplay of Self-Actualization, Habitus, and Capital in the Interpretation of Tiktok Video Content and the Appeal of Gen-Z

Abstract

Individuals born between 1995 and 2012 are known as Gen-Z. A significant portion of this generation has ventured into TikTok to self-actualize as content creators. Among these Gen-Z TikTokers, some have amassed a substantial following of hundreds of thousands to millions. Notable accounts include dddkembar, nayyarafeeza09, hanamileniaa, and keykoaurlia. Their large followings have led to endorsements from various brands, particularly in the cosmetics and food industries. This research aims to provide insights into the phenomenon of Gen-Z individuals who have successfully self-actualized and achieved financial success through TikTok. A mixed-methods approach (both qualitative and quantitative) was employed to explore this phenomenon. Qualitatively, the study utilized Pierre Bourdieu's concepts of habitus and capital as a unified framework. Additionally, Maslow's hierarchy of needs, specifically the need for self-actualization, was incorporated. To uncover the meaning of TikTok video content, semiotic analysis was applied. Quantitatively, the study employed Melvin Defleur's theory of social categories. This research focuses on the interplay between self-actualization, habitus, and capital, and the allure of Gen-Z in TikTok video content, as perceived by audiences based on social categories (age, gender, education, religion, and residence). The findings reveal a reciprocal relationship between self-actualization, habitus, and capital in the interpretation of TikTok video content, and the appeal of TikTokers to audiences based on their social categories.