MORAL VALUES IN THE DIGITAL CONTENT OF IRAQI INFLUENCERS’ ACCOUNTS ON THE TIK TOK PLATFORM: AN ANALYTICAL STUDY OF THE CONTENT OF IRAQI INFLUENCERS’ VIDEOS ON THE TIK TOK PLATFORM

Social media, like other modern media concepts, have gained great importance within societies, as these sites have become an integral part of their daily lives and are used on a daily basis, especially the "Tik Tok" application. Among the most important things that accompanied the development of social media sites is the emergence of the term "influencers" or the term (content creators), who are people who create and publish various content and enjoy a large following and in huge numbers by the people who follow them, and enjoy their trust and take their opinions on various social topics, which made some describe them as new opinion leaders, in addition to promoting some values and patterns of behavior and living that some may consider alien to society.. The research aims to: 1- Identify the positive and negative values promoted by Iraqi influencers on the TikTok platform. 2- Reveal the topics in which ethical values emerged in the content provided by Iraqi influencers on the TikTok platform. 3- Identify the forms of displaying values in the TikTok application. 4- Clarify the language or dialect used in the TikTok application. This research is considered a descriptive research, and the survey method will be used in the study (moral values in the digital content of Iraqi influencer accounts on the TikTok platform), and this study depends on the content analysis method or content and its tool (analysis form), to describe the apparent content and content to be analyzed, which is the content of Iraqi influencer videos on the TikTok platform