The concept of “culture industry” was coined by Theodor Adorno and Max Horkheimer. It refers to the mass production of cultural goods designed to standardize tastes and reinforce dominant capitalist ideologies . Cultural products are manufactured to be easily consumed and repeated, offering little space for individual interpretation or critical engagement. Mass production leads to the homogenization of culture mainly suited to the capitalist’s goal of turning consumers into mere receptors.
In the digital world, platforms like TikTok reflect the “culture industry”. TikTok’s algorithm-driven content encourages users to consume short, repetitive videos (Koç, 2023). Consequently, creators design their content to fit viral trends, reinforcing standardization and the commodification of creativity. As Adorno and Horkheimer noted this produces an alienated audience, they consume culture as they wait for the next piece of ready-made consumable culture.
TikTok exemplifies the culture industry through its standardization of content, driven by trends and algorithmic preferences. This standardization makes creativity standard, as many creators use the same music, formats, and challenges to gain visibility. As Maddox and Gill (2023) noted, TikTok creates “sides” of communities in that the users are supposed to contribute to the result of the application of the platform vernaculars in compliance with the popular content. These practices often stifle originality in favor of replication, aligning with Adorno and Horkheimer’s critique of cultural commodification. TikTok’s algorithm system is based on virality, so creators need to rely on making money on content that has a high chance of going viral, thus monetizing users’ content for advertising and sponsorships (Maddox & Gill, 2023). Consequently, TikTok’s creation and consumption cycles reflect the process of commercialization and production typical of the culture industry.
Promoting campaign of La Neige
by Nara Smith
TikTok has been praised for democratizing content creation, allowing users from various backgrounds to participate in cultural production. MacKinnon et al. (2021) noted that the informality of the platform allows different participants to share information and knowledge thus making it inclusive. However, despite its creative potential, TikTok’s algorithm tends to favor content that aligns with commercial interests and trends, limiting genuine creative freedom. Although it provides people the opportunity to share knowledge within the community, providing them as a service and relying on a dominating market-viral model. This reflects attributes of the culture industry where even grassroots creativity is co-opted for profit.
NPC(non-playable caracter) trend.
In conclusion, TikTok aligns with Adorno and Horkheimer’s concept of the culture industry by encouraging the release of standardization and commodification of content through algorithmic trends. However, though it promotes creativity, this creativity is shaped by commercial interests, leading to repetitive, viral-driven content. TikTok’s platform encourages participation, but often at the expense of genuine originality, reinforcing capitalist ideals. I opine that TikTok is not just a cultural industry but a blend of creativity and commodification. Therefore, it offers opportunities and limitations for cultural production.
An example of a recent viral trend on TikTok, the “demure” expression has been in vogue by him
References
Koç, B. (2023). The Role of User Interactions In Social Media On Recommendation Algorithms: Evaluation of Tiktok’s Personalization Practices From User’s Perspective[Istanbul University].
MacKinnon, K. R., Kia, H., & Lacombe-Duncan, A. (2021). Examining TikTok’s Potential for Community-Engaged Digital Knowledge Mobilization with Equity-Seeking Groups. Journal of Medical Internet Research, 23(12), e30315. https://doi.org/10.2196/30315
Maddox, J., & Gill, F. (2023). Assembling “Sides” of TikTok: Examining Community, Culture, and Interface through a BookTok Case Study. Social media + Society, 9(4). https://doi.org/10.1177/20563051231213565
Your summary is spot on, using the theory of the culture industry to clearly explain TikTok’s dual role in promoting creativity and commodification. This approach is indeed an effective way to stimulate public interest in cultural production, but it also raises the question: in an algorithm-driven environment like this, will genuine creativity gradually be diluted? In the future, is it possible for TikTok to adjust its algorithm to balance commercialization and originality, thereby promoting more diverse content?