NAVIGATING THE GRAY: THE ECONOMIC UNDERBELLY OF TIKTOK'S SIDE HUSTLES

Resumen

This study investigates the nexus between the attention economy and digital disinformation on TikTok, drawing from Esposito's adaptation of Luhmann’s system theory to the digital age and Swartz's exploration of the socio-economic layers of digital transactions. It zeroes in on cryptocurrency scams as a case study to illuminate how disinformation is propagated for economic gain, using TikTok's API for comprehensive analysis. The research employs advanced data analytics to examine how digital platforms, via algorithmic filtering, shape the flow and influence of content, thereby enabling the proliferation of disinformation markets. By thematic clustering of problematic Facebook narratives and identifying scam-specific jargon, this study pinpoints tactics used on TikTok related to the 2024 Bitcoin halving. It scrutinizes how manipulators exploit technical and platform-specific vulnerabilities for profit, integrating Luhmann's double contingency theory to elucidate the feedback loops that enhance content virality and algorithmic dissemination. This theoretical framework illuminates the complex interplay between user interactions and algorithmic preferences, which, in turn, feed into the economics of disinformation markets. The research underscores the strategic manipulation of digital platforms to foster disinformation, spotlighting the role of algorithms and user engagement in the commodification of attention within these markets. Through this lens, the study aims to provide insights into the operational dynamics of disinformation markets, offering a nuanced understanding of how digital misinformation is not merely a byproduct of technological advancement but a structured market leveraging the inherent vulnerabilities of digital platforms and their users.