Dancing to TikTok’s tune? Comparing public service and private media news videos’ values and features

Abstract

TikTok’s popularity continues to rise, also for the production, diffusion and consumption of novel types of news content. Journalists balance traditional news values and presentation styles with the distinct algorithmic selection logic and audiovisual features of TikTok. While empirical research on TikTok journalism is emerging, little is known about how private media, specifically private quality newspapers (PQN), and public service media (PSM) approach the platform and how news value theory can be applied. Hence, we conducted a comparative, explorative quantitative content analysis of 1,258 TikTok videos shared throughout 2023 by public service and private news outlets from Germany, Austria and Switzerland and identify differences between them. Among other things, we find that PSM on TikTok are more journalistic-centric and feature more branding elements than PQN counterparts. Further exploratory analyses hint at differences depending on funding type and PSM outlet. Ramifications for the future of journalism (research) on TikTok are discussed.