New research has raised concerns that TikTok may be subtly shaping American perceptions of China through algorithmic content curation that favours pro-China narratives while downplaying criticism. The study, conducted by academics from Rutgers University and the Network Contagion Research Institute, found that TikTok users, especially heavy users, expressed more positive attitudes toward China’s human rights record and were more likely to consider China a desirable travel destination. The findings were published in the journal Frontiers in Social Psychology.
Researchers conducted a three-part investigation comparing TikTok with YouTube and Instagram. In the first phase, newly created accounts searched sensitive topics such as “Tiananmen”, “Tibet”, “Uyghur”, and “Xinjiang”. While YouTube and Instagram presented a mix of critical and factual content, TikTok returned a disproportionately low volume of material critical of the Chinese Communist Party (CCP). Instead, the platform surfaced more irrelevant content and, in many cases, videos that portrayed China in a positive or neutral light.
The findings suggest that TikTok may not merely be suppressing unfavourable narratives but also distracting users with unrelated material. This aligns with what researchers have referred to as the “distraction hypothesis” – a strategy where sensitive topics are diluted by flooding search results with neutral or unrelated content.
The second part of the study examined whether TikTok’s content promotion was shaped by user engagement or algorithmic manipulation. Surprisingly, anti-CCP content, although less visible on TikTok, received significantly more likes and comments than pro-CCP videos. On average, videos critical of the CCP on TikTok received over four times more engagement than those supportive of the regime. Despite this, TikTok’s search results featured nearly three times more pro-CCP content than anti-CCP posts.
By contrast, Instagram and YouTube showed more balanced patterns, where the content users engaged with most frequently was more likely to appear in search results. These findings indicate that while other platforms may prioritise engagement-driven content, TikTok may be influenced by non-commercial motivations that align more closely with Chinese state interests.
The final part of the study explored whether this imbalance in content affects how TikTok users view China. The researchers surveyed more than 1,200 Americans and found a clear link between time spent on TikTok and more favourable perceptions of China’s human rights practices. TikTok users were also more likely to believe that China is one of the world’s most desirable tourist destinations.
These associations held even after controlling for factors such as age, ethnicity, and political affiliation. The findings suggest that prolonged exposure to selectively curated content may influence how users perceive authoritarian regimes, even without overt propaganda. While causation cannot be definitively established, the study raises pressing questions about foreign influence on digital platforms and the long-term impact on public opinion.
TikTok, owned by Chinese tech giant ByteDance, has repeatedly denied allegations of censorship or undue influence from the Chinese government. However, this research adds to growing scrutiny of the platform as Western governments examine its role in shaping political narratives.
The researchers argue that while commercial algorithms generally prioritise engagement, TikTok appears to be operating under a different set of incentives. This divergence could have implications not only for user beliefs but also for broader discussions around media trust and geopolitical influence in the digital age.
