Co-evolution of Novice TikTok Cultural Entrepreneurs and the Platform Algorithm in Indonesia

This thesis explores the co-evolutionary dynamics between novice cultural entrepreneurs on TikTok and the platform’s algorithmic system in Indonesia. Drawing on co-evolution theory, effectuation, and dynamic capabilities, the study examines how novice entrepreneurs adapt their strategies to algorithmic governance while contributing culturally distinct content. Using a qualitative multiple-case design, data were collected through semi-structured interviews and content analysis of 10 TikTok entrepreneurs engaged in crafts, music, culinary arts, and fashion. The findings reveal a dynamic yet asymmetrical co-evolution: entrepreneurs learn to optimize content using tactics like hashtag mixing, timing, and trend adaptation, developing reflexive capabilities over time. Collective practices such as “algorithmic mutual aid” also emerge as key visibility strategies. While TikTok occasionally responds to user-driven trends, it retains dominant control through opaque and shifting mechanisms. The study contributes theoretically by extending co-evolution theory to account for platform power asymmetries, and empirically by foregrounding Global South digital entrepreneurship. Practical implications highlight the need for stronger adaptive capabilities among entrepreneurs and more transparent platform governance to foster equitable creative ecosystems.