TikTok isn’t silly. It’s serious

“WHEN YOU gaze into TikTok, TikTok gazes into you,” wrote Eugene Wei, a tech blogger, in 2020, explaining the almost clairvoyant nature of TikTok. What the algorithm sees as it gazes into your columnist, a neophyte user, is anyone’s guess: a random feed delivers tips on how to design a ball gown, someone barking at a dog, Rod Stewart with a hankie on his head, and (phew!) Maya Angelou reciting “Phenomenal Woman”.

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Schumpeter is quite clear, however, about what he sees in TikTok. It is not just the busty seductiveness of many of the clips that

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