TikTok: emotion algorithms as weapons in the information war for consciousness

In a world where information travels at the speed of light and emotions become the currency of influence, TikTok has become more than just an entertainment app. It has become a new, invisible front, where hearts and minds are being fought for, using psychological weapons that operate at the deepest level of the human consciousness. It is not just a media platform; it is a laboratory for manipulation, where the algorithm is the master conductor, and every scroll of the feed is a step into the unknown.

TikTok's Deep Algorithm: More Than Just Videos

TikTok, the brainchild of Chinese company ByteDance, has rapidly gained billions of users worldwide, becoming a cultural phenomenon and a dominant force in the world of short-form video. But its true power lies not in viral dances or funny sketches, but in its unprecedentedly sophisticated “For You Page” (FYP) algorithm, or personalized feed of recommendations.¹. Unlike traditional social networks, which rely largely on networks of friends or followers, TikTok’s algorithm focuses solely on content and the user’s individual interactions with it. It analyzes not only what you watch, but also how long you watch it, how you interact with the content, and even which videos you *don’t* engage with. This mechanism allows the system to create an incredibly personalized feed that effectively triggers a dopamine response, keeping the user in a constant cycle of consumption. Experts and researchers call this phenomenon “algorithmic emotion.”². Its essence lies in the system’s ability not only to predict your interests, but also to actively shape and reinforce certain emotional states. If you respond to content that causes anxiety, the algorithm will suggest more of such content. If you are fascinated by patriotic videos, there will be even more of them. This creates strong emotional feedback loops, where the platform becomes a mirror that amplifies your own emotions, and sometimes manipulates them, pushing you to certain behaviors or beliefs. This architecture makes TikTok an ideal tool for soft, almost imperceptible propaganda that is sewn directly into the emotional landscape of millions of people.

Emotional dependence and new mechanisms of influence

The psychology of engagement on TikTok is based on quick rewards and constant stimulation. Each new video is a potential dopamine shot that creates an addiction similar to gambling.³. The short format (often 15-60 seconds) combined with an endless feed lowers the attention span, making users more susceptible to emotionally charged but superficial content. This is an ideal environment for the spread of manipulative messages that do not require deep analysis or critical thinking. Users absorb information in fragments, often without checking facts, relying on emotional coloring and visual appeal. The mechanisms of TikTok’s influence are multifaceted. First, it is the phenomenon of “microtargeting” – pinpoint targeting, when propaganda messages are adapted to individual psychographic profiles of users⁴. For example, a person inclined to conspiracy theories will receive more videos that confirm their prejudices, even if they are fiction. Second, this is the speed of distribution. Viral content can reach millions in a matter of hours, creating the illusion of mass support for a particular idea, even if it is spread by a small but well-organized group. Third, this is the “social proof effect”, where the popularity of a video (likes, comments, shares) is subconsciously perceived as confirmation of its truth or significance. These mechanisms are especially dangerous for young people, whose brains are still forming, and critical thinking is not always sufficiently developed⁵TikTok has become a primary source of news and information for many teens, making them extremely vulnerable to misinformation and targeted influence campaigns. Research shows that excessive consumption of short, emotionally charged content can lead to memory impairment, decreased concentration, and increased anxiety levels.

TikTok as a front in the information war: global examples

The war in Ukraine has become a vivid example of how TikTok has become a key front in the information confrontation⁶. The Ukrainian military and government have successfully used the platform to demonstrate the realities of war, document crimes, gather international support, and refute Russian propaganda. Short, emotional videos, often with elements of humor or tragedy, highlighting the resilience of Ukrainians, the courage of soldiers, the destruction of cities, and the loss of life, have spread around the world, creating a powerful positive image of Ukraine and its struggle. Official accounts such as @Ukraine.ua, and thousands of personal pages of soldiers and civilians have become powerful mouthpieces of truth. At the same time, Russia is actively using TikTok to spread its disinformation and propaganda⁷. Russian state media (RT, Sputnik), disguised as ordinary users, “troll farms” and opinion leaders, promote narratives of “denazification”, “fake news” about atrocities committed by Ukrainians, discredit the Ukrainian government, try to split Western support and justify aggression. Videos depicting “liberators” or “Nazis” surrendering are created and replicated at high speed, using the same psychological triggers as other viral content. This is an example of the cynical use of an entertainment platform to legitimize military aggression and incite hatred. But Ukraine and Russia are not the only players in this field. China, the birthplace of TikTok, itself actively uses similar methods. There is extensive evidence of censorship of content on TikTok that does not correspond to the policies of the Chinese Communist Party (CCP), for example, mentions of the Uyghur genocide, protests in Hong Kong or the events in Tiananmen Square⁸. At the same time, videos that portray China in a favorable light, or those that sow discord in Western societies, are actively promoted. In the US and India, attempts have been recorded to use TikTok to influence elections and shape public opinion, which has raised serious concerns about national security.⁹.

State response and challenges for democracy

Growing awareness of TikTok's role in information warfare and its potential threat to national security has led governments in many countries to take action. India became the first major country to completely ban TikTok in 2020, citing data privacy and sovereignty concerns.¹⁰. In the United States, the debate over TikTok has been going on for years. Media reports have suggested that the US government under Donald Trump has tried to force ByteDance to sell TikTok's US operations to an American company, citing risks associated with the Chinese government's access to US user data and the possibility of influencing content.¹¹. The Joe Biden administration later continued the negotiations, dubbed “Project Texas,” an initiative aimed at creating mechanisms to ensure the security of US user data and the independence of content policy from Chinese influence. However, serious concerns remain, and several US states have already banned the app from government devices. The European Union has also expressed concerns, although it has stopped short of a full ban. New laws such as the Digital Services Act (DSA)¹² and the Digital Markets Act (DMA), aimed at increasing transparency of algorithms, strengthening platforms’ accountability for content, and protecting users from disinformation. However, the effectiveness of these regulatory initiatives in combating “algorithmic emotion” and TikTok’s psychological propaganda remains questionable, as it is not just about removing harmful content, but also about the fundamental mechanisms that spread it. The challenges to democracy that TikTok poses are enormous. It is not just a matter of external interference, but also of the erosion of internal resilience. Constant exposure to emotionally charged, often disinformational content can increase societal polarization, fuel internal conflicts, and undermine trust in institutions. This is especially true for younger generations, who form their worldviews under the significant influence of digital platforms. Without a critical approach and media literacy, they can become easy prey for those seeking to manipulate public opinion.

The future of digital propaganda and the role of the user

We are entering a new era of digital propaganda, where traditional methods no longer work as effectively. TikTok has demonstrated that the future lies in personalized, emotionally-driven influence that penetrates directly into the user’s psyche. This so-called “5D propaganda” (five-dimensional propaganda that affects not only rational perception, but also emotions, subconsciousness and behavior) works not only at the level of ideas, but also at the level of sensations, subconsciously shaping beliefs. This requires a fundamentally new approach to information security at both the state and individual levels. States should not only consider the possibility of regulation or prohibition, but also invest in deep research into algorithms, the development of effective counter-narratives and programs to develop media literacy¹³. Tech companies, in turn, must take greater responsibility for the impact of their platforms by developing more transparent and ethical algorithms that prioritize user well-being over engagement metrics. However, the most important role belongs to each user. In a world of “algorithmic emotion,” the ability to think critically, cross-check information, be aware of one’s own emotional state, and recognize manipulation becomes a vital skill.¹⁴. Developing media literacy, critical thinking, and emotional intelligence is the only way to protect ourselves from invisible manipulators. The future of the digital information space depends on our ability not just to consume content, but to consciously analyze it, questioning everything that seems too ideal or too emotional. Otherwise, we risk losing control not only over our own emotions, but also over our own future in a world where algorithms have become more powerful than any governments.

Sources

1. War on the Rocks: TikTok, Algorithmic Emotion, and the New Propaganda Battlefield
2. The New York Times: How TikTok's Algorithm Figures Out Your Deepest Desires
3. Psychology Today: The Neuroscience of TikTok Addiction
4. Brookings Institution: TikTok and the future of information warfare
5. American Psychological Association: Health Advisory on Social Media Use in Adolescence
6. The Guardian: How TikTok became a frontline in Ukraine's information war
7. Council on Foreign Relations: Russia's Digital War on Ukraine
8. BBC News: TikTok and China: The controversy over data and censorship
9. Reuters: US national security agency examining TikTok over data concerns
10. The Wall Street Journal: India's TikTok Ban Explained
11. Bloomberg: Trump's TikTok Ban Bid Faces Technical Hurdles and Legal Battles
12. European Commission: Digital Services Act: ensuring a safe and accountable online environment
13. UNESCO: Media and Information Literacy in the Digital Age
14. Harvard Business Review: The Power of Critical Thinking in a World of Algorithms