three selected videos , named V01 Ukrainian Cars ( duration : 1 min 11 sec ), V02 Speech in parliament ( 1min 54 sec ) and V03 Festivity in a foreign country ( 40 sec ), which had more than one million views on Tik Tok at the time of data selection ( June 2024 ). The aim of the study was to capture the main content points that were to be conveyed by the videos . The research material was qualitatively analysed and summarized using Mayring ' s inductive categorization method . Accordingly , the categories were generated from the material . Before the research material could be reduced to the category system , it was necessary to determine the category definitions and the level of abstraction of the summary ( Mayring 2022 , 72 ). The speaker ' s rhetorical strategies were to be generated as categories . The categories did not have to be named in literal form but could also be interpreted from the narrow context of the material . The level of abstraction was applied to all expression with a strategic content . After these parameters were set , the three relevant units of analysis had to be determined : the coding unit , the context unit and the evaluation unit . In the analysis , the coding unit was to be recorded as a significant , semantically coherent element of the context unit . This therefore referred to every grammatically complete statement . It was decided due to the very short length of the videos and so the assumed , precise choice of words . The transcript of each video to be coded is regarded as the context unit . The third unit of analysis , the evaluation unit , referred to the entire available data material of the research . After having paraphrased all 87 segments to remove additional attributes from the content , the paraphrases were ready to be coded .
After paraphrasing , the process of coding was done in English . The first coding process structured the segments into a variety of subcategories which were defined and differentiated from each other . After that step , the sub-categories were summarized into 4 main categories that could be redefined and , in the end , show the chore of the transported statements . All categories and their definitions can be viewed in the codebook in appendix .
The main categories are personal level ( 20x ), deficiency ( 17x ), othering ( 24x ) and presenting data ( 24x ). From a quantitative point of view , it is noticeable that the distribution of the codes between the categories is quite even for the evaluation unit . It should be noted that not all categories are present in every video .
The category of the personal level includes the sides of both the author and the recipients . All the subcategories convey a message of selfrevelation , whether it is the sharing of the author ’ s emotional state , which is mainly disbelief ( V01 , l . 61 ; V02 , l . 66 ; V03 , l . 37 ) and incomprehension ( V03 , ll . 39-41 ), or the communicated necessity to go into action . The firstperson perspective predominates in order to emphasise the author ’ s competences and approaches against political malpractice ( V01 , ll . 38-39 ; V01 , l . 49 ; V03 , ll . 50-51 ). The analysed videos contain an appeal to the users to form their own opinion ( V02 , l . 53 ; V03 , l . 51 ). It is questionable whether the data presented and deficiencies in the conditions of a TikTok video contribute to the formation of a profound opinion on issues .
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