Traditional journalists now utilize social media platforms such as Facebook, Instagram, Twitter, and TikTok to disseminate information. With the emergence of TikTok as a prominent social network for entertainment and information, many journalists worldwide, including in Israel, have begun leveraging it to create and share short video content. This study presents a qualitative case study of journalists operating within the Israeli media system, examining why and how journalists use TikTok, the professional challenges they face on the platform, and how they address these challenges. Specifically, it focuses on how journalists perceive TikTok as a journalistic space and their professional role within it. Focusing on the Israeli context, which is both digitally advanced and characterized by a democratic and pluralistic media environment, semi-structured in-depth interviews were conducted with 15 prominent journalists from traditional Israeli media outlets who are extensively active and considered at least micro-influencers on TikTok. The findings reveal several key themes regarding journalists’ use of TikTok. These include the platform’s role as a tool for reaching younger audiences and maintaining relevance; and the journalists’ self-perception as gatekeepers combating fake news. However it was found that they face ethical dilemmas and an absence of the structural and ethical foundations necessary for serious investigative journalism. This is the result of adapting their work to the platform’s light, fast-paced, and visually engaging format, favoring content that is entertaining and often sensational, to meet the expectations of TikTok audiences. While grounded in the Israeli case, the findings contribute to broader discussions on the platformization of journalism and the transformation of professional norms in media environments.
Tal Laor (Wed,) studied this question.
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