TikTok in the Construction of Social Identity: An Analysis of the Influence of the Autonomous University of Sinaloa within Digital Culture
DOI:
https://doi.org/10.71068/aq6rg173Keywords:
Digital Culture, Identity; University, TikTok, Digital CommunicationAbstract
The objective of this study was to analyze interaction patterns, digital communities, and generational differences in content consumption by gender and age. This study examines the role of TikTok in the construction of social and university identity within the digital culture of Sinaloa, Mexico. The methodology followed a Social Network Analysis (SNA), the research focused on 213 videos published between August 2024 and May 2025 on the official TikTok account of the Department of Social Communication, dependent on the Vice-Rector's Office of the Southern Regional Unit of the Autonomous University of Sinaloa. The results reveal that the main consumers are young graduates between 25 and 34 years old (48%), who function as digital ambassadors by projecting their institutional identity towards professional and social contexts. University students between 18 and 24 years old (25%) constitute the second group, consolidating their academic and cultural belonging through a balance between academic and recreational content. Meanwhile, adolescents between 13 and 17 years old (7%) make up the third group, using TikTok as a space for identity exploration that later evolves into university practices. Gender differences were also evident, with women tending to consume more academic content, while men showed a preference for recreational topics.
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Copyright (c) 2025 Manuel Iván Tostado Ramírez, Verónica Guadalupe Arredondo Monárrez, Christian Heriberto Monge Olivarría, Jesús Armando Salas Rodríguez (Autor/a)
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