Discurso del imperativo de felicidad en TikTok y su influencia en centennials universitarios.

Abstract

This research aims to establish the presence of the discourse of the happiness imperative of Positive Psychology in the most viewed TikTok videos about happiness, through the application of thematic analysis. The work is justified by the importance of noticing the existence, circulation and effects on subjectivity that a discourse like this, typical of neoliberal capitalist ideology, can exert on young audiences. To do this, a qualitative methodology is used, in which thematic analysis is applied to the speeches of ten videos to characterize happiness on TikTok. Then, a focus group is developed with centennial university students to investigate their personal conception of happiness and their perceptions of what social networks say about it. Interviews with experts allow findings to be linked to theory, providing additional perspectives. It is concluded that the discourse of the imperative of happiness is present in the aforementioned videos; Centennials disagree with this discourse. The clinical psychologist interviewed validates the harmfulness of what is proposed by Positive Psychology. While the communicator emphasizes the capacity that social networks have to massify speeches and promote their effectiveness in audiences.