TikTok's Looming Ban in the US
What this means for Small Businesses, Entrepreneurs & Content Creators in Australia
As the U.S. Congress edges closer to enacting legislation that could potentially ban TikTok unless its Chinese owners divest their stakes, the ripple effects of such a decision extend far beyond American shores. Particularly for Australians, small businesses, and content creators, the implications of this move are profound and multifaceted. This critique delves into the consequences of the proposed ban, the political machinations it underscores in the lead-up to the U.S. election, and the broader implications for the global digital ecosystem.
What does this mean for Australia?
For Australians, TikTok has transcended being merely a platform for entertainment. It has become a vital tool for small businesses and content creators, offering a unique algorithm that promotes organic content over paid advertising. This stands in stark contrast to the Big 5 Tech Giants—Google, Meta, Microsoft, Apple, and Amazon—whose platforms have become battlegrounds for advertising dominance. The proposed ban, therefore, threatens not only a key marketing avenue for Australian businesses but also a source of livelihood for countless content creators who have found their niche on TikTok.
The Political Paradox
At the heart of the congressional discourse is a paradox: TikTok's algorithm, known for its ‘For You’ feed to drive predominately organic content over paid ads (though there has been an increase in advertising exposure’), poses a unique challenge to the traditional American political campaigning model. Unlike its American counterparts, TikTok does not prioritise content from entities that pour vast sums into advertising. This level playing field is particularly troubling for political figures such as Joe Biden and Donald Trump, who have historically leveraged the targeted advertising capabilities of platforms owned by the Big Tech to reach potential voters. The fear, it seems, is not just about national security, but about losing control over the narrative in a politically charged environment.
A Global Platform Under Scrutiny
The critique against TikTok often ignores the platform's transformative impact on the global stage. By offering highly targeted and personalised content, TikTok has managed to connect a worldwide audience in ways that its American counterparts have not. This global collective, often comprising individuals who feel marginalised by existing systems, finds a voice on TikTok. The platform's non-American ownership is seen not as a mere corporate detail but as a stance against the politicisation of algorithms for partisan purposes.
The Broader Implications
The potential ban on TikTok speaks volumes about the current state of global digital politics. It underscores a growing concern among American politicians about losing their grip on the flow of information and the narrative control that has been painstakingly built over decades. The move against TikTok is emblematic of a broader attempt to stifle a platform that has been instrumental in fostering a sense of global community and challenging the status quo. This is not just about a social media app; it's about controlling the discourse in an increasingly digital world.
The Crossroads of Commerce and Control
As the U.S. Congress moves forward with its considerations, the world watches closely. The implications of a TikTok ban—or the threat thereof—extend far beyond the app's functionality or its corporate ownership. They touch on fundamental questions about freedom of expression, the right to access information, and the global nature of digital spaces. For Australians, small businesses, content creators, and indeed for global citizens, the unfolding situation is a stark reminder of the power dynamics at play in the digital age. The future of TikTok may well be a litmus test for the future of digital freedom and international collaboration in an era defined by its digital divides.
