Media

Jonathan Green

Algorithmic Discovery: How TikTok Shapes Music Culture for Gen Z

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I am a student in the Professional Communication program at Toronto Metropolitan University. My academic interests focus on digital media, culture, and the ways in which technology shapes communication practices. With a strong interest in music and contemporary culture, my work explores how platforms influence the way audiences discover, interpret, and engage with media. My research is particularly interested in the role of algorithms in shaping cultural trends and user behavior in digital environments.

This study explores how TikTok’s algorithm shapes music discovery and perception among Gen Z users in Canada. As music discovery shifts from traditional sources like radio and playlists to platform-driven environments, TikTok has emerged as a key space where songs and artists gain visibility through short-form content, trends, and algorithmic recommendation.

Using a mixed-methods approach, this research combines survey data from Canadian Gen Z users with semi-structured interviews to examine both patterns of music discovery and user experiences. The findings suggest that TikTok plays a significant role in introducing new music, particularly for users who engage with the platform frequently. The study also highlights how features such as the For You Page, viral trends, and short-form videos shape emotional engagement and influence how users perceive artists.

Overall, the research demonstrates that TikTok is not only a platform for entertainment but also an important cultural gatekeeper, shaping how music is discovered, experienced, and valued in the digital age.

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