CULTURES OF SEX ADVICE: EXAMINING TIKTOK COMMUNITIES AROUND SEXUAL HEALTH IN THE US

Abstract

This study investigates how sexuality experts communicate sexual advice on online platforms and how audiences interact with and perceive these experts. Through a comprehensive analysis of the dynamics inherent in this communication process, we seek to gain insights into the evolving landscape of sexual advice and health in the digital age. Furthermore, our objective is to address a notable gap in this body of literature by incorporating how audiences engage with this content. We conducted a thematic analysis of TikTok videos and comment sections, combined with in-depth interviews with sexuality experts, to explore how experts build credibility amongst their audience, and how audiences engage with their content and evaluate expertise and credibility. Preliminary results suggest that creators employ various strategies when their expertise is questioned, including responding to comments, crafting replies to videos, and utilizing humor to connect with users. Audience members also play a vital role in validating creators' expertise. We also found that sexual health advice was not solely coming from creators, but also from those engaging in comments, fostering a culture of advice related to the video’s theme, challenging the conventional top-down hierarchy in sexual education where expertise is unilaterally shared. Ultimately, our study aligns with this year’s conference theme – examining the emergence and continuation of industries like sexual health education – highlighting the dynamics that arise within online spaces.