Constructing Authenticity on TikTok: Social Norms and Social Support on the "Fun" Platform

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Authenticity, generally regarded as coherence between one’s inner self and outward behavior, is associated with myriad social values (e.g., integrity) and beneficial outcomes, such as psychological well-being. Scholarship suggests, however, that behaving authentically online is complicated by self-presentation norms that make it difficult to present a complex self as well as encourage sharing positive emotions and facets of self and discourage sharing difficult emotions. In this paper, we position authenticity as a self-presentation norm and identify the sociomaterial factors that contribute to the learning, enactment, and enforcement of authenticity on the short-video sharing platform TikTok. We draw on interviews with 15 U.S. TikTok users to argue that normative authenticity and understanding of TikTok as a “fun” platform are mutually constitutive in supporting a “just be you” attitude on TikTok that in turn normalizes expressions of both positive and difficult emotions and experiences. We consider the social context of TikTok and use an affordance lens to identify anonymity, of oneself and one’s audience; association between content and the “For You” landing page; and video modality of TikTok as factors informing authenticity as a self-presentation norm. We argue that these factors similarly contribute to TikTok’s viability as a space for social support exchange, and address the utility of the comments section as a site for both supportive communication and norm judgment and enforcement. We conclude by considering the limitations of authenticity as social norm and present implications for designing online spaces for social support and connection.