Media

Jonathan Green

Algorithmic Discovery: How TikTok Shapes Music Culture for Gen Z

A formal portrait of a young Black man from the chest up, with dark curly hair and warm brown skin. He wears a white collared shirt and a black tie, and has small stud earrings in both ears. He looks directly at the viewer with a calm expression against a softly blurred indoor background.

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.

Lightning Talk

Browse More Media Research

More Projects

A medium close-up portrait of a man with dark curly hair, a thick beard, and medium-toned skin, smiling broadly with his teeth showing. He wears a plain white crew-neck t-shirt. The background is softly blurred, showing abstract hints of an indoor environment.

Victor Trejos

Systemic Racism and Food Access in Toronto’s Food Bank System
A close-up portrait of a young man with East Asian features, short dark hair, and a gentle smile, looking directly at the camera. He wears a dark knit sweater against a plain grey background, with soft, even lighting highlighting his facial features.

Aidan Austria

The Virality of Internalized Racism: Social Media Trends and the Reproduction of Anti-Asian Stereotypes
A medium close-up portrait of a young woman with medium-tan skin, long dark brown hair parted down the middle, and a direct gaze. She has dark eyes, defined eyebrows, subtle eyeliner, light pink glossy lips, and a hint of blush. She wears a black off-the-shoulder top, a delicate gold chain necklace, and two-toned gold and silver hoop earrings. The background is softly blurred, showing streaks of light and dark, suggesting an indoor, possibly office or modern building, environment.

Sofia Malik

Cinema in the Digital Age: The Power of Gen Z Fan Culture
Scroll to Top