The Impact of TikTok on Shaping the Values of Saudi Youth: A Field Study

Abstract The objective of the study was to explore the influence of TikTok on the values of Saudi youth and to identify the motivations behind their usage. The research targeted a sample of 294 Saudi youth residing within the Kingdom of Saudi Arabia. A descriptive methodology was adopted, utilizing a structured questionnaire for data collection. The researchers grounded their study in Cultivation Theory, which posits that prolonged exposure to media content gradually shapes individuals’ perceptions of reality. Applying this theoretical framework allowed the study to examine how continuous engagement with TikTok content may influence users’ values, attitudes, and behavioral patterns over time. The results revealed that TikTok has a significant impact on the values of Saudi youth, indicating that their engagement with the platform extends beyond mere entertainment. Instead, it actively influences their value system and daily behavior. The study demonstrated that young users do not consume content passively; rather, they internalize repeated messages—both explicit and implicit—transmitted through short videos and interactive content. This repeated exposure, as supported by Cultivation Theory, leads to gradual shifts in their mindset and perception of life and society. Overall, the study concludes that TikTok’s influence is not temporary or trivial but rather deep and far-reaching, contributing to a gradual reconfiguration of Saudi youth’s priorities, value structures, and sociocultural perspectives.