ROLE OF TIKTOK IN CULTURAL EXPRESSIONS AMONG KWARA STATE UNIVERSITY UNDERGRADUATES

ABSTRACT This study examined the role of TikTok in cultural expressions among Kwara State University undergraduates. The objectives of this study were toexamine the degree of exposure to TikTok among Kwara State University Undergraduates, to determine the influence of TikTok on cultural expression of Kwara State University Undergraduates, and to investigate the factors aiding TikTok’s influence on cultural expression of Kwara State University Undergraduates. This study was anchored on Social Cognitive and Uses and Gratification Theories of mass communication. The research method adopted for this study is survey. Probability sampling technique was used in selecting 384 undergraduates of Kwara State University for the study while questionnaire was used to collect data from undergraduates of Kwara State University. The findings revealed that majority of the respondents were highly exposed to TikTok. Also, the respondents opined that TikTok has a significant influence on cultural expression of KWASU undergraduates as they opined that TikTok has influence on their actual practice of culture and tradition while others perceived TikTok as a potential driver of cultural erosion. Finally, it was found that several factors includinginternet accessdiverse content, influence of peer groups, algorithmic nature of TikTok’s content delivery and entertainment value were the factors aiding the influence of TikTok on cultural expression of Kwara State University Undergraduates. The study concluded that TikTok significantly impacts the promotion of cultural expression among undergraduates of Kwara State University. The platform has proven to be a powerful tool for enhancing participation, engagement, and cultural awareness. The study shows that TikTok effectively connects youth with the cultural practices and actions, demonstrating its potential to preserve and promote cultural heritage. This study recommended that the university should introduce and or strengthen digital media literacy programmes so as to enable students to assess and distinguish between authentic cultural representation and superficial or commercialized content on platforms like TikTok. It was also recommended that Nigerian government, stakeholders and policymakers should work towards encouraging students to create and share content that accurately reflects local traditions and cultural values in the society. Word count: 316 Keywords:TikTok, Culture, Cultural Expressions, Undergraduates.