Date of Award

5-28-2025

Publication Type

Thesis

Degree Name

M.A.

Department

Sociology, Anthropology, and Criminology

Keywords

Eurocentric Beauty; Social Media; Tiktok; White Normativity; Whiteness

Supervisor

Natalie Delia

Rights

info:eu-repo/semantics/openAccess

Abstract

The creation of the social media app, TikTok, has revolutionized how individuals view engagement on social media, with the inclusion of their For You Page that allows users to build their content page based on their interests. This is based upon TikToks recommendation algorithm with what content they engage with. Through this mechanism, users’ are seen replicating similar attitudes, norms and behaviours in order to build an online persona. Particularly, this thesis will analyze the videos under the search query of the That Girl trend to address how the repetition and creation of these videos highlights and promotes users’ performative dimension of whiteness. While employing the methods of content analysis to help dissect and code 30 videos in the That Girl trend, this research identifies the covert messaging behind these videos that promote white normativity under the guise of perfection. Through the virality of promoting pilates trends, disordered eating, strategic consumption of low-calorie beverages, and adhering to a clean makeup aesthetic, commodifies women to push towards assimilating their identity with beauty moguls in order to be That Girl. These actions, norms and behaviours supported in these videos create community guidelines to maximizing their potential- which involuntarily invites women to assimilate to the lifestyles they see online via this trend and evidently, is pushing further white normativity in beauty standards and means of productivity. The interworking of Tiktok therefore, reinforces the repetition of these norms and behaviours, furthering the cycle of white supremacy through capitalism and social media.

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