The TikTok Effect: How Storytelling in Short-Form Videos Shape Discourses on Refugees in Canada—A Mixed Methods Approach

Abstract

Despite the growing significance of TikTok as a platform for refugee narratives, substantial knowledge gaps remain in understanding its impact on public opinion, particularly in the Canadian context. This study investigates how refugee narratives on TikTok influence Canadian public opinion compared to traditional media. Employing a mixed-methods design, the research combines content analysis of 500 refugee created TikTok videos (2022–2024) with an experimental survey of 500 demographically stratified Canadians. The content analysis revealed that resilience (64%) and cultural hybridity (55%) dominated refugee narratives, with humor (42%), nostalgia (33%), and collaborative features like duets (29%) driving higher engagement (e.g., 21.3k views for duets). Trauma-centric or policy-critical content received significantly less visibility. The experimental survey exposed participants to TikTok videos, traditional media articles, or neutral content, measuring shifts via the Refugee Perception Index (RPI). TikTok exposure yielded substantial empathy gains and reduced threat perceptions (p < 0.001), whereas traditional media elicited marginal empathy increases and heightened threat perceptions. Regression analysis identified humor (β = 0.42), duets (β = 0.38), and nostalgia (β = 0.35) as key predictors of empathy. Younger and politically liberal participants exhibited stronger positive shifts. This study is significant as it shows promise for addressing knowledge gaps as it relates to how new media platforms shape refugee narratives globally.