The Social Impact of a Youtube Channel and Tiktok for the Dissemination of Dialogic Sociology

Access to scientific knowledge and the benefits derived from it is a fundamental right of citizenship. The scientific literature has provided substantial evidence on the increasing role of social media in disseminating specialized knowledge, promoting access to scientific evidence for everyone. Recent studies highlight platforms such as YouTube and TikTok as key tools in facilitating access to scientific content for diverse audiences, thereby contributing to the democratization of knowledge. However, a gap in the literature remains regarding how these platforms can promote "dialogic sociology," an approach that fosters interaction between experts and citizens, making sociological theories more comprehensible and applicable to users' everyday lives.

Thus, the aim of this research is to examine the impact of a YouTube channel and TikTok account, specifically created to disseminate sociological concepts, on users' understanding of the social dynamics that shape their environment. To address this, a mixed-methods approach has been employed. First, social media analytics have been utilized to quantitatively analyze user interactions on both platforms, measuring metrics such as comments, likes, and shares to identify patterns of engagement and knowledge dissemination. Second, qualitative interviews were conducted with a purposive sample of followers from both platforms to explore their perceptions of how these contents impact their daily lives and understanding of sociology.

A key preliminary finding is that interviewed users reported a significant improvement in their ability to critically interpret social phenomena, applying the sociological concepts learned from the videos to real-life situations. This suggests that dialogic sociology through social media can be an effective means of fostering critical thinking and enhancing users' sociological awareness.