The Utilization of Social Media by Women's Associations: A Study on UN Women’s Communication Strategies on TikTok

Zindan Çakıcı

Makale detayları

The Utilization of Social Media by Women's Associations: A Study on UN Women’s Communication Strategies on TikTok

Yazarlar:

Zindan Çakıcı

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.281-302

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358803

pISSN:

2667-8683

Anahtar kelimeler:

Özet:

 Womens entities utilize TikTok, a platform with over 1.5 billion users, as a strategic communication tool to engage individuals primarily within the 16-34 age demographic. UN Women established an official account on TikTok on March 4, 2020. A thorough analysis of the literature reveals a notable absence of academic inquiry into the communication strategies employed by UN Women on TikTok and other social media platforms. This study sought to analyse the themes, linguistic constructs, typologies, objectives, emotional undercurrents, formats, engagement metrics, and spokespersons of the posts on the TikTok account of UN Women, thereby elucidating the manner in which the entity engaged with the platform. Thus, the study aimed to contribute to the literature on the digital communication strategies of UN Women and the role of TikTok in the communication strategies of international entities operating within the field of womens rights. In the study, a content analysis was conducted on 164 posts disseminated through the UN Women TikTok account from March 4, 2020, to November 26, 2024. Upon analysis of the findings, it was determined that UN Women has employed elements such as music, subtitles, captions, and hashtags in its TikTok posts, thereby constructing an effective digital communication strategy. Moreover, the analysis revealed that the entity utilized various video formats to convey targeted messages to its audience. The findings indicated that the entity employed a strategy consistent with the platforms dynamic nature by incorporating a higher representation of youth in its videos. However, the analysis identified that the entity did not adequately address the needs of marginalized individuals and failed to fully implement the principle of multilingualism. Finally, the entity was found to have disseminated various content on TikTok addressing the issues faced by women. Nevertheless, it was determined that insufficient emphasis was placed on issues such as child marriage, the challenges encountered by migrant women, inequalities experienced by women with disabilities, and abortion rights.

 Womens entities utilize TikTok, a platform with over 1.5 billion users, as a strategic communication tool to engage individuals primarily within the 16-34 age demographic. UN Women established an official account on TikTok on March 4, 2020. A thorough analysis of the literature reveals a notable absence of academic inquiry into the communication strategies employed by UN Women on TikTok and other social media platforms. This study sought to analyse the themes, linguistic constructs, typologies, objectives, emotional undercurrents, formats, engagement metrics, and spokespersons of the posts on the TikTok account of UN Women, thereby elucidating the manner in which the entity engaged with the platform. Thus, the study aimed to contribute to the literature on the digital communication strategies of UN Women and the role of TikTok in the communication strategies of international entities operating within the field of womens rights. In the study, a content analysis was conducted on 164 posts disseminated through the UN Women TikTok account from March 4, 2020, to November 26, 2024. Upon analysis of the findings, it was determined that UN Women has employed elements such as music, subtitles, captions, and hashtags in its TikTok posts, thereby constructing an effective digital communication strategy. Moreover, the analysis revealed that the entity utilized various video formats to convey targeted messages to its audience. The findings indicated that the entity employed a strategy consistent with the platforms dynamic nature by incorporating a higher representation of youth in its videos. However, the analysis identified that the entity did not adequately address the needs of marginalized individuals and failed to fully implement the principle of multilingualism. Finally, the entity was found to have disseminated various content on TikTok addressing the issues faced by women. Nevertheless, it was determined that insufficient emphasis was placed on issues such as child marriage, the challenges encountered by migrant women, inequalities experienced by women with disabilities, and abortion rights.

 Womens entities utilize TikTok, a platform with over 1.5 billion users, as a strategic communication tool to engage individuals primarily within the 16-34 age demographic. UN Women established an official account on TikTok on March 4, 2020. A thorough analysis of the literature reveals a notable absence of academic inquiry into the communication strategies employed by UN Women on TikTok and other social media platforms. This study sought to analyse the themes, linguistic constructs, typologies, objectives, emotional undercurrents, formats, engagement metrics, and spokespersons of the posts on the TikTok account of UN Women, thereby elucidating the manner in which the entity engaged with the platform. Thus, the study aimed to contribute to the literature on the digital communication strategies of UN Women and the role of TikTok in the communication strategies of international entities operating within the field of womens rights. In the study, a content analysis was conducted on 164 posts disseminated through the UN Women TikTok account from March 4, 2020, to November 26, 2024. Upon analysis of the findings, it was determined that UN Women has employed elements such as music, subtitles, captions, and hashtags in its TikTok posts, thereby constructing an effective digital communication strategy. Moreover, the analysis revealed that the entity utilized various video formats to convey targeted messages to its audience. The findings indicated that the entity employed a strategy consistent with the platforms dynamic nature by incorporating a higher representation of youth in its videos. However, the analysis identified that the entity did not adequately address the needs of marginalized individuals and failed to fully implement the principle of multilingualism. Finally, the entity was found to have disseminated various content on TikTok addressing the issues faced by women. Nevertheless, it was determined that insufficient emphasis was placed on issues such as child marriage, the challenges encountered by migrant women, inequalities experienced by women with disabilities, and abortion rights.

 Kadın örgütleri, 1,5 milyardan fazla kullanıcısı bulunan TikToku, özellikle 16-34 yaş aralığındaki bireylere ulaşmak amacıyla stratejik bir iletişim aracı olarak kullanmaktadır. Birleşmiş Milletler Kadın Birimi de 4 Mart 2020de TikTokta resmi bir hesap açmıştır. Literatür incelendiğinde, kuruluşun TikTok ve diğer sosyal medya platformlarındaki iletişim stratejilerine yönelik herhangi bir akademik araştırmanın bulunmadığı tespit edilmiştir. Bu çalışma, BM Kadın Biriminin TikTok hesabındaki paylaşımlarının temalarını, dilini, türlerini, amaçlarını, duygularını, formatlarını, etkileşim düzeylerini ve sözcülerini inceleyerek, TikToku nasıl kullandığını ortaya koymayı amaçlamıştır. Böylece, BM Kadın Biriminin dijital iletişim stratejilerine ve TikTokun, kadın hakları alanında faaliyet gösteren uluslararası kuruluşların iletişim stratejilerindeki rolüne dair literatüre katkı sağlanması hedeflenmiştir. Çalışma kapsamında, kuruluşun TikTok hesabında 4 Mart 2020 ile 26 Kasım 2024 tarihleri arasında yayımlanan 164 paylaşım, içerik analizi ile incelenmiştir. Araştırma sonucunda, kuruluşun TikTok paylaşımlarında müzik, altyazı, açıklama ve hashtag gibi unsurları kullanarak etkili bir dijital iletişim stratejisi oluşturduğu tespit edilmiştir. Ayrıca, kuruluşun farklı video türleri kullanarak takipçilerine etkili mesajlar iletmeye çalıştığı saptanmıştır. Kuruluşun, gençlere videolarda daha fazla yer vererek platformun dinamik yapısına uygun bir strateji izlediği görülmüştür. Fakat, kuruluşun TikTokta dezavantajlı bireylerin ihtiyaçlarını yeterince dikkate almadığı ve çok dillilik ilkesini yeterince uygulamadığı tespit edilmiştir. Son olarak, kuruluşun TikTokta kadınların karşılaştığı sorunlara dair çeşitli içerikler paylaştığı görülmüştür. Ancak, çocuk evlilikleri, göçmen kadınların karşılaştığı zorluklar, engelli kadınların eşitsizlikleri ve kürtaj hakkı gibi çeşitli sorunlara yeterince odaklanılmadığı saptanmıştır.

Makale detayları

The Utilization of Social Media by Women's Associations: A Study on UN Women’s Communication Strategies on TikTok

Yazarlar:

Zindan Çakıcı

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.281-302

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358803

pISSN:

2667-8683

Digital communication

social media

TikTok

UN women

gender equalityDijital iletişim

sosyal medya

TikTok

BM kadın birimi

toplumsal cinsiyet eşitliği

Sayı

Makale detayları

Yazarlar: Zindan Çakıcı

Yayıncı: Anadolu University

Ana Başlıklar: İletişim Çalışmaları | Sosyal Medya Çalışmaları

Dergi: Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.281-302

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001358803

pISSN: 2667-8683

Sayı

Yazarlar:

Zindan Çakıcı

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.281-302

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358803

pISSN:

2667-8683