Female's Digital Self-making on TikTok: Identity Construction Through a Framework of Postfeminist Media and Neoliberalism (2016-2024)

This thesis explores the relationship between TikTok's algorithmic design, women's identity construction, and the feminist historical context that shapes these constructions. In Chapter 1, "TikTok, Algorithmic Design, and Self-Making," I analyze how TikTok's algorithm functions and how these factors influence the curation and presentation of identity. This chapter establishes the foundational understanding of TikTok as a platform where identity performance is deeply intertwined with algorithmic design. Chapter 2, "TikTok Feminism and Identity Commodification" examines the commodification of women's identities on the platform. It investigates the historical context of feminism and its evolution into postfeminism, analyzing how these narratives have been internalized by women. The chapter explores how the neoliberal framework driving TikTok’s algorithm transforms content creation into a form of labor, where user attention serves as currency. This distorts authentic self-representation, as women's identities are shaped by both postfeminist ideologies and the platform's profit-driven motives. In Chapter 3, "Feminine Identity Trends," I explore three prominent postfeminist identity trends—"That Girl," "BimboTok," and "Tradwife." Each trend reflects different facets of contemporary femininity and provides a lens to examine the evolving landscape of female identity in a post-pandemic context. I highlight how these trends encapsulate women’s responses to societal pressures and the desire for empowerment, while simultaneously revealing the constraints imposed by algorithmic visibility and societal expectations. Chapter 4, "Reflection," draws on my personal experiences as a Generation Z woman and TikTok’s impact on identity construction. I argue that while TikTok is a resource for exploring identity, it serves as a less productive mode for self-understanding. The platform leads to internalized identity performances and self-surveillance, where users impose external standards on their lives. I advocate for the necessity of defining personal values outside of these algorithmic constrictions, emphasizing the importance of self-reflection and authenticity beyond the confines of digital identities. This thesis highlights TikTok’s dual role as a space for self-exploration and a mechanism that complicates authentic representation. By analyzing the intersections of algorithmic design, identity commodification, and feminist discourse, this research provides a deeper understanding of how digital spaces shape women's experiences and expressions of identity.