Between Comments and Collective Action: The Potential of TikTok in Endometriosis Advocacy

Authors

  • Xin Zhao Bournemouth University
  • Anna Feigenbaum Bournemouth University
  • Özlem Demirkol Tønnesen University of Bergen

Keywords:

TikTok, endometriosis, collective action

Abstract

Scholars have been exploring the potential of TikTok in facilitating health communication and activism separately, leaving a gap in understanding the political implications of health communication on TikTok. Filling this gap is important because it matters whether and how the communication mediated by the platform can translate into collective action to address the underlying health inequality issues. In response, we conducted a case study of TikTok videos about endometriosis diagnosis and treatment. Particularly, we conducted a qualitative content analysis of 713 comments beneath 36 videos that share medical gaslighting experiences in endometriosis diagnosis and treatment. We identified that the comments mainly focused on (1) sharing lived experience, (2) extending affirmation, appreciation, and gratitude, and (3) critiquing the medical system. Our findings evidenced the potential of TikTok in endometriosis advocacy while also revealing the limitations of comments as spaces that can lead to collective action.

Author Biographies

Xin Zhao, Bournemouth University

Programme Leader of MA Media and Communication

Anna Feigenbaum, Bournemouth University

Professor in Digital Storytelling

Özlem Demirkol Tønnesen, University of Bergen

Postdoctoral Researcher

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Published

2024-08-29

Issue

Vol. 18 (2024)

Section

Articles

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