COMMUNICATION RESEARCH
Research Title Proposal with Gap Analysis Matrix
Research Title 1: Audience Reception of Political Posts on TikTok regarding
Engagement and Political Awareness
Proponent/s: Kian Maki T. Chispa
Research Design: Reception Analysis
Research Gap Research Objectives Theoretical
Framework/Support
TikTok has become a source 1. To examine how Audience Reception
of political information without audiences interpret Theory posits that
being able to verify the and respond to political audiences are active and
credibility and authenticity, content on TikTok in construct meaning from
causing misinformation that terms of trust, media and texts, rather than
influences public opinion credibility, and passively accepting the
(Hernandez, 2022). relevance. creator's intended message
International political 2. To identify whether Encoding/Decoding Model
administration considers the audiences can (Hall, 1980) provides
threat of TikTok for its distinguish between categories of audience
potential “as a political tool” factual and fabricated readings:
that can be utilized for political information on dominant-hegemonic,
cyberbullying and TikTok, and how this negotiated, or oppositional.
propaganda affects their political This model will be used to
(Aslam, 2022; Pahwa, 2020). awareness. code and interpret how
participants understand and
The extent of political 3. To analyze how react to film messages.
engagement on TikTok has TikTok’s algorithm,
yet to be explored to trends, and framing Framing Theory (Entman,
determine whether it poses influence the spread of 1993)
significant transformative both accurate and Entman's framing theory
capacity rather than the misleading political describes how media frames
suggested limited role in information. select and emphasize
entertainment interactions it certain aspects of perceived
provides. reality to promote a specific
(Lin, 2022; Sapag M. & problem definition, causal
Rastrilla, 2022). interpretation, moral
evaluation, and/or
In shaping political topics, recommended course of
Tiktok began to become a action
channel for the youth
activism and share their Agenda-Setting Theory
political expression towards (McCombs & Shaw, 1972)
societal issues among their Agenda-setting theory
peers (Literat & suggests that the
Kligler-Vilenchik, 2021; Zeng communications media,
& Abidin, 2021) through their ability to
identify and publicize issues,
Demographic factors play a play a pivotal role in shaping
significant role in determining the problems that attract
users’ exposure to and attention from governments
interpretation of various and international
political content on TikTok, as organizations, and direct
well as in shaping their public opinion towards
perceptions and specific issues
understanding of how
different groups interpret
such information (Greenfield,
J., Wang, S., & Metaxa, D.,
2025).
References
Hernandez, A. (2022). Tiktok’s strategic influence on political communication and
campaigns. [Link]
Rastilla, L. P., M., P. S., & Garcia, A. R. (2024). In Fast politics: Propaganda in the age
of tiktok (Vol. Chapter 2 "The Moving Body as the Articulator, Meme and Affective
Link in Political Communication on Tiktok). book, Springer Nature Singapore Pte.
[Link]
Rastilla, L. P., M., P. S., & Garcia, A. R. (2024). In Fast politics: Propaganda in the age
of tiktok (Vol. Chapter 1 Tiktok: New Media, Old Propaganda—State of the Art and
Possibilities for Political Communication). book, Springer Nature Singapore Pte.
[Link]
Literat, I., & Neta Kligler-Vilenchik, N. (2023). TikTok as a key platform for youth political
expression: Reflecting on the opportunities and stakes involved - Ioana Literat,
Neta Kligler-Vilenchik, 2023. Sage Journals.
[Link]
Greenfield, J., Wang, S., & Metaxa, D. (2025). Perceiving Politics on TikTok: A
User-Centered Approach to Understanding Political Content on TikTok. [Link].
[Link]