Dissertation
From scrolling to solidarity: TikTok as a platform for social justice for Asian/Americans and its effect on audiences
University of Iowa
Doctor of Philosophy (PhD), University of Iowa
Summer 2025
DOI: 10.25820/etd.008122
Abstract
The rise of the #StopAsianHate movement on platforms like TikTok offers a critical case for examining the dynamics of contemporary digital activism. This dissertation investigates the communicative architecture and persuasive impact of this movement through a two-part quantitative study. Study 1used a quantitative content analysis to analyze the most-liked #StopAsianHate TikTok videos (N = 370), identified the video theme associated with high user engagement. Results revealed that videos featuring advocacy & activism theme, educational theme, and explicit calls to action (CTAs) received significantly more likes, shares, and comments.
Building on these findings, Study 2 employed a 2 (Theme: Advocacy vs. Educational) × 2 (Call to Action: Present vs. Absent) between-subjects online controlled experiment (N = 335) to test the causal effects of these message features on viewers' perceptions of the Asian/American community and their willingness to engage with the movement. The experiment found that exposure to these videos had minimal persuasive impact. Neither message theme nor the presence of a CTA significantly influenced attitudes or behavioral intentions. Furthermore, the effects were not moderated by viewers' racial group membership (Asian/American vs. White). The only robust predictor of positive perceptions and engagement was participants' pre-existing self-perceived allyship, which functioned as a dispositional anchor.
These findings reveal a critical disjuncture between algorithmic engagement and persuasive efficacy. While certain content strategies can achieve high visibility, they may be insufficient to produce meaningful attitudinal or behavioral change. This research highlights the limitations of short-form video activism and underscores the central role of pre-existing dispositions in shaping audience responses to racial justice messaging, contributing to theories of digital activism, persuasion, and social identity.
Details
- Title: Subtitle
- From scrolling to solidarity: TikTok as a platform for social justice for Asian/Americans and its effect on audiences
- Creators
- Zhiying Xu
- Contributors
- Rachel Young (Advisor)Brian Ekdale (Committee Member)Kylah Hedding (Committee Member)Jiyeon Kang (Committee Member)
- Resource Type
- Dissertation
- Degree Awarded
- Doctor of Philosophy (PhD), University of Iowa
- Degree in
- Mass Communication
- Date degree season
- Summer 2025
- DOI
- 10.25820/etd.008122
- Publisher
- University of Iowa
- Number of pages
- xii, 176 pages
- Copyright
- Copyright 2025 Zhiying Xu
- Language
- English
- Date submitted
- 07/25/2025
- Description illustrations
- Illustrations, tables
- Description bibliographic
- Includes bibliographical references (pages 130-149).
- Public Abstract (ETD)
In the wake of the COVID-19 pandemic, social media has become a powerful stage for social justice movements, including the #StopAsianHate movement on TikTok. My dissertation explores how effective those TikTok #StopAsianHate videos really are at changing minds and inspiring action.
First, I analyzed 370 of the most popular #StopAsianHate TikTok videos to understand what kinds of messages get the most likes, shares, and comments. Videos that educated viewers, framed messages around advocacy, or included clear calls to action saw the highest engagement.
But high engagement doesn t always mean real impact. To find out whether these videos actually influence viewers opinions or behavior, a follow-up experiment exposed people to different types of videos and measured their reactions. The results were surprising: the message type, whether advocacy or educational, and even the inclusion of a call to action had little effect. Viewer's responses were mostly shaped by how much they already saw themselves as allies to Asian Americans.
In conclusion, this dissertation shows a disconnect between what goes viral and what truly persuades. While TikTok can amplify voices and raise visibility, it may not be enough to shift beliefs or inspire meaningful change. Real influence still depends on what viewers bring with them, such as their existing attitudes and values. This work sheds light on both the power and the limits of short-form video platforms in the fight for racial justice.
- Academic Unit
- School of Journalism and Mass Communication
- Record Identifier
- 9984948739502771
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