The TikTok Algorithm as a Social Communication Innovation: An Analysis of Psychological Mechanisms and Impacts through an In-depth Case Study

Abstract

This article aims to analyze the mechanisms of algorithms in the TikTok application as a social communication innovation that affects users' emotional states and addiction. This is a qualitative study in the form of an in-depth case study, using an autoethnographic methodology and analyzing it thru the theoretical frameworks of "Hormone Roller Coaster" and "Brain Hacking." In-depth study results show that TikTok's algorithm systematically arranges content, alternating between positive content (rewards) and negative content (triggers) to create an "emotional roller coaster" state. This article presents a 3-step model of "Brain Hacking" by algorithms to keep users on the platform for a long time. Additionally, the article discusses related negative impacts, both in terms of personal data security under the concept of "Surveillance Capitalism" and impacts on social life, such as reduced concentration and the creation of filter bubbles. This research highlights the significant influence of algorithms on the psychology and behavior of users in the attention economy era and serves as a basis for promoting digital well-being.