TИКТОК ВИДЕОНИЙ ХЭРЭГЛЭЭНД АСУУДАЛ ДЭВШҮҮЛЭХ ОНОЛЫН ҮҮДНЭЭС ХИЙСЭН СУДАЛГАА

Abstract

This paper, by analyzing short videos
on the TikTok platform related to the "Inner
Mongolian drought" natural disaster,
reveals the multiple roles TikTok users play
in information dissemination and agenda
setting. In the early stages of the event,
TikTok users posted videos depicting the
drought-stricken grasslands and the plight
of livestocks, driving the formation of the
topic and attracting public attention.
As the event progressed, users’
discussions deepened the topic's content,
prompting government and mainstream
media intervention, showcasing TikTok's
"reverse agenda-setting" capability.
In the later stages, as the drought
eased, the number of related short videos
decreased, and users shifted their focus to
analyzing the causes and promoting public
welfare, further expanding the topic's social
impact.