Beyond the scroll: TikTok, China, and the politics of influence

It starts with a dance. A meme. A trend. Before you realise it, you have spent an hour scrolling, hooked by an algorithm that seems to know you better than you know yourself. 

For Gen Z, TikTok is more than a platform — it’s a search engine, a stage, and the pulse of their digital lives. With over 1 billion users, TikTok has reshaped Gen Z’s digital culture. But in contrast to Instagram or YouTube, it’s the first Chinese-owned platform to dominate globally — turning it into a political battlefield.

This has raised concerns in a growing debate. Is TikTok just a cultural powerhouse or an extension of China’s soft power strategy?

The algorithm that knows you better than you do

TikTok’s rapid success is due to its hyper-personalised recommendation system. Differing from Instagram or Twitter, where users scroll through posts from people they follow, TikTok’s For You Page (FYP) is powered by a highly advanced AI algorithm that learns user behaviour in real time.

TikTok’s AI algorithm process. Image: Joanna Chan

What keeps users hooked you might ask? Well, TikTok adapts instantly, focusing on engagement, not followers. It rewards micro-trends, turning sounds or videos into global movements overnight. Unlike influencer-driven platforms, it makes virality accessible to anyone, making it both democratic and unpredictable.

In the United States, nearly 40% of Gen Z prefer TikTok over Google for searching information on topics ranging from skincare routines to political news. But this level of influence raises a deeper question: Who controls the algorithm?

TikTok as China’s soft power success story

Soft power, a concept introduced by political scientist Joseph Nye, describes a nation’s capability to shape global views through cultural and media rather than by military might.

For decades, Hollywood, Silicon Valley, and Western social media giants like Facebook and YouTube have dominated global soft power. Owned by Beijing-based ByteDance, TikTok is China’s first social media giant to shape global youth culture. In China, it operates as DouYin; outside, it’s the TikTok we know.

TikTok shapes global trends — from music charts to political discourse — challenging Silicon Valley’s dominance. Though its headquarters are in Singapore, it remains closely tied to China under its parent company’s regulations. By contrast, while WeChat and Weibo remain China-focused, TikTok’s global reach pushes Western governments to reconsider their stance.

As TikTok’s influence grows, so does its entanglement in international politics—making it impossible to ignore.

The geopolitical battle over TikTok

TikTok’s dominance has led to increased scrutiny from governments worldwide. The primary concern? Data privacy and national security risks.

Global responses on TikTok since 2020. Image: Joanna Chan

The U.S. has made several attempts to ban or compel ByteDance to sell TikTok due to worries that the Chinese government might access user information. In 2020, India banned TikTok, affecting over 200 million users, citing concerns for national security. Additionally, the European Union has initiated investigations regarding TikTok’s management of personal data and misinformation.

ByteDance claims TikTok is independent and stores international data outside China. However, critics argue that China’s 2017 National Intelligence Law, which mandates corporate cooperation with state intelligence, creates a legal pathway for potential government oversight of platforms like TikTok — raising fears that state interests could influence user data or content visibility decisions.

As regulatory conflicts intensify, the question remains: Is TikTok just another social media giant, or does its influence extend much further?

The hidden influence of content moderation

Beyond data concerns, there’s another layer to TikTok’s soft power: content visibility.

Research suggests that TikTok downranks content critical of China, including posts on Hong Kong protests, the Uyghur crisis, and Taiwan’s independence. Hashtags linked to political opposition often receive less visibility, while the algorithm prioritises state-backed narratives — such as China’s position on Taiwan.

Unlike Twitter, which publicly discloses government takedown requests, TikTok provides little transparency on its moderation policies. While some critics argue that it suppresses dissenting views, TikTok has repeatedly denied these claims, stating that its content moderation policies align with industry standards.

TikTok may not be a propaganda tool, but its algorithmic design and regulatory context highlight China’s growing influence over Western digital spaces. The company denies government interference, maintaining that its moderation and data policies follow industry norms.

Gen Z’s love affair with TikTok — at what cost?

Currently, TikTok is firmly embedded in global culture. It has enabled a new wave of digital entrepreneurs, activists, and content creators. The platform functions as a space for self-expression, political engagement, and community building. As its influence grows, so do the questions surrounding it.

1. How much control should a foreign-owned platform have over global youth culture?

2. Should governments regulate TikTok differently from Western platforms like Instagram or YouTube?

3. Is TikTok’s impact on Gen Z purely organic, or is it subtly shaping narratives in ways we don’t fully understand?

TikTok is China’s most successful soft power export. As governments debate its risks, Gen Z continues to shape their digital world around it. As TikTok shapes the digital future, the question remains: if limits are necessary, who should set them?