PERCEIVED EFFECTS OF TIKTOK USE ON THE ATTENTION SPAN OF YOUNG ADULTS
PERCEIVED EFFECTS OF TIKTOK USE ON THE ATTENTION SPAN OF YOUNG ADULTS

Summary/Abstract: In the last couple of years, the short-form video application TikTok has been widely spread and used by young adults, which has become an object of research by many researchers as well as educators who worry about the possible influence of TikTok on such aspects of cognitive processes as attention span. While previous studies have explored the relationship between algorithmic shortform media in general and sustained attention, there is little knowledge about how young people interpret the possible influence of short-form videos on their attention span within the academic environment. Thus, the purpose of this study was to explore the perceived influence of TikTok use on the attention span of individuals aged 18 to 25 years old and whether passive use is perceived to have a greater impact on attention compared to active use. A qualitative design was chosen, and 50 semi-structured interviews were held with students of four universities in Vienna. All the interviews were audio-recorded, transcribed, and coded based on the category codes which emerged inductively. It was found that the use of TikTok among the respondents was predominantly passive and not active. Three-quarters of participants indicated that they feel their ability to focus on academic tasks has been affected negatively, as well as their patience while listening to long-form content, such as lectures or watching videos. On the other hand, one-quarter of participants have not noticed any negative impact of using TikTok on their cognitive processes and rather see this app as entertainment, relaxation, and even alerting media. This combination partially supports the hypothesis of the study, namely the assumption that the passive usage of TikTok hurts attention span and highlights the level of individual differences in selfregulation and awareness that impact subjective experiences with digital media.

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