Marketing “That Girl” and the commodification of perfect womanhood on TikTok

• Název práce v češtině: „That girl“ a komodifikace dokonalého ženství na TikTok
• Název v anglickém jazyce: Marketing “That Girl” and the commodification of perfect womanhood on TikTok
• Klíčová slova: Standardy krásy, Komodifikace, Sociální média, TikTok, Práce na těle
• Klíčová slova anglicky: Beauty standards, Commodification, Social media, TikTok, Body labor
• Akademický rok vypsání: 2022/2023
• Typ práce: diplomová práce
• Jazyk práce: angličtina
• Ústav: Katedra žurnalistiky (23-KZ)
• Vedoucí / školitel: Mgr. Ing. Kateřina Turková, Ph.D.
• Řešitel: skrytý - zadáno a potvrzeno stud. odd.
• Datum přihlášení: 15.11.2022
• Datum zadání: 15.11.2022
• Datum potvrzení stud. oddělením: 15.11.2022
• Datum a čas obhajoby: 12.09.2023 09:00
• Místo konání obhajoby: Hollar, H011, Hollar - místn. č. 011
• Datum odevzdání elektronické podoby: 01.08.2023
• Datum proběhlé obhajoby: 12.09.2023
• Oponenti: Mgr. Barbora Součková

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Předběžná náplň práce

Trend "that girl" se na TikToku objevil jako přesvědčivé zobrazení ideální ženy, která ztělesňuje sebezdokonalování, wellness a dokonalost. Pod povrchem tohoto zobrazení se však skrývá temná realita, protože mladé ženy zmiňovaly jeho škodlivý dopad na jejich duševní zdraví a sebevědomí. Tento výzkum zkoumá komodifikaci "that girl" jako ideální ženy na TikToku, zkoumá její dodržování nebo vzdorování mainstreamovým standardům krásy a to, jak jsou wellness, kosmetické, módní a dietní produkty prezentovány jako nástroje k dosažení tohoto obrazu. Analýza dat smíšenými metodami, která využívá přístup případové studie, zkoumá veřejně dostupná videa na TikToku označená #thatgirl v období od března do srpna 2021. S využitím multimodální obsahové analýzy a sociální sémiotiky byly vytvořeny tematické kategorie, které umožňují pochopit vzorce zobrazování ženství. Zjištění ukazují, že trend "that girl" podporuje konzumerismus tím, že propaguje produkty a volby životního stylu jako cesty k dosažení ideální ženskosti zobrazované na TikToku. Tato studie poukazuje na složitou souhru mezi sociálními médii, spotřební kulturou a genderovými normami a nabízí cenné poznatky o důsledcích standardů krásy v digitálním prostoru.

Předběžná náplň práce v anglickém jazyce

The 'that girl' trend on TikTok has emerged as a compelling representation of an idealized woman, embodying self-improvement, wellness, and perfection. However, beneath the surface of this aspirational portrayal lies a darker reality, as young women reported its detrimental impact on mental health and self-esteem. This research investigates the commodification of 'that girl' as an ideal woman on TikTok, exploring her adherence to or defiance of mainstream beauty standards and how wellness, beauty, fashion, and diet products are presented as tools for achieving this image. Adopting a case study approach, mixed methods data analysis examines publicly available TikTok videos tagged with #thatgirl between March and August 2021. Utilizing a multimodal content analysis informed by social semiotics, thematic categories were developed to understand patterns in the portrayal of womanhood. The findings reveal that the 'that girl' trend encourages consumerism by promoting products and lifestyle choices as pathways to attain the ideal womanhood depicted on TikTok. This study highlights the complex interplay between social media, consumer culture, and gender norms, offering valuable insights into the implications of beauty standards veiled as empowerment and wellness in digital spaces.