CA1 Group 5 Project Paper and CA4 Individual Oral Presentation

Title: An Examination of 10 Key Concepts in ----------------------------------------------------------------------------------------
Course Code: UL03102

Course Title: Media and Society (Media dan Masyarakat)
Name of Lecturer: Safiah binti Masbaka
Day: Wednesday
Time: 7pm-9pm
Semester: II
Academic Session: 2022/2023
Group: 5
No. Name Matric No Section Group Individual
Project Oral
Paper Presentation
(30%) (20%)
1. AC NANA ANN ROYEJER BI22110259 102
2. ALICE NATASHA BINTI DAVID BI22110428 102
3. AMIRA HANIS BINTI HARUN BG22110216 102
4. GAYATHERI A/P V.PERUMAL BG22160499 102
5. ISSABELLA BINTI AFFENDI AYU BG22110231 102
6 MAYLLA VIONICA BINTI HALAFIZAM BG22160586 102
7. NADIRAH BINTI ROSLEE BG22110232 102
8. RITTRIE FADIUS BI22110173 102
9. SANTHYARENI A/P BASKARAN BG22110369 102
10. TAMILARASI A/P SELVARAJU BG22110007 102
Content Page
1.0 Introduction 2
2.0 Mission 3-5
3.0 Objectives and goals 6-8
4.0 Strategies 9-11
5.0 Identity 12-13
6.0 Reputation 14-15
7.0 Stakeholders 16-18
8.0 Public 19-21
9.0 Market 22-24
10.0 Issue 25-26
11.0 Communication 27-29
14.0 References 30-32
15.0 Appendix 33
16.0 Group Project Paper Specification Score Table 34-35
17.0 - 26.0 Individual Oral Presentation Specification Score Table 36-55
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1.0 Introduction
The purpose of this group project paper is to examine 10 key concepts that are
practised in a media company. They are Vision, Mission, Objectives and Goals,
Strategies, Identity, Image, Reputation, Stakeholders, Public, Market, Issue, and
Communication.
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2.0 Mission
2.1 TikTok is aiming to (1) inspire creativity and bring joy (TIKTOK, 2018) to its
users by providing a platform for them to express themselves through short-form
videos. They aim to build a global community that celebrates diversity and promotes
positive content, while also fostering a sense of belonging and connection among
their users. Plus, TikTok strives to constantly innovate and improve its platform to
make it more accessible, inclusive, and safe for everyone. TikTok also have a
Branded Mission which is (2) an industry-first ad solution that allows marketers to
crowdsource original content from creators on TikTok, transform top-performing
videos into commercials, and boost brand affinity through media impressions.
(TIKTOK, 2018)
2.2 What grabs my attention is the first component of its mission because firstly,
the app brings us instant entertainment according to our interests. People nowadays
are busy with their daily life and forgets to take a break. Handphone is the only
device that people bring with them almost everywhere. TikTok is an app that gave
us so much entertainment and joy. In that case, people can easily distract or calm
down from a stressful day by scrolling their TikTok for you page (fyp) every day.
Secondly, I like how content creators come up with new ideas every day. Even
though the content creators are getting paid by the TikTok company, the viewers
still get entertained, and a few videos might make their day happy, motivational, or
even strong. finally, their branded mission is also inspiring. When people love to see
interesting and fun videos by content creators, TikTok wants them to make the
videos as an advertisement or a paid promotion to catch more attention from the
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viewers. People have their own favourite content creators; they even have fan
accounts in TikTok itself to post various remake videos of the original videos from
the creators. It is a good idea and a marketing strategy for TikTok company to
attract more attention from viewers and buyers.
2.3 The plus point of its mission is they inspire creativities. There is no limit for
the users of TikTok to show their creativities, talents, and ideas to express in TikTok
by filming a video and posting it through their account. It is the best for both
content creators and viewers, a field to show their talents and creativity while
getting entertained at another point. Another advantage I felt in TikTok’s mission
was, it invites individuals to express themselves and promote their abilities,
regardless of their background or region. On the other hand, I don’t see any
negative or minus points from their company’s mission since it’s their aim to achieve
it.
2.4 What I have learned from its mission is that the app is fundamentally focused
on providing a space to express talents, creativity, and also provides entertainment.
The mission stated that TikTok is a platform that inspires its users to be creative and
have fun while sharing their content with others. By prioritizing creativity and joy,
TikTok aims to create a positive environment where users can express themselves
and connect with others who share their interests. Additionally, the company's
commitment to building a safe and positive community indicates that TikTok is
striving to create an inclusive and welcoming platform for people from all
backgrounds. Thus, TikTok's mission suggests that the app aims to be a place where
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people can have fun, be creative, entertained, and build meaningful connections
with others.
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3.0 Objectives and goals
3.1 Tik Tok’s fundamental objective is (1) to enhance viral and ignite takeoffs,
producing a sizable audience for the message of their company. Objectives of Tik
Tok branched into three categories such as (2) awareness, (3) consideration, and
(4) conversion. Thus, each objective has their own goal correspondingly. The
awareness target helps to raise brand awareness by enhancing the reach. Objective
of reach is categorized under awareness. The goal of reach is to show ads that make
people feel as many different emotions as possible in their target group at the most
cost-effective price. The aim of consideration is to encourage consumers to believe
in commerce and expect additional details. Traffic, video views and community
interaction are under consideration. Traffic's goal is to search out drive people to a
certain URL, such as a website's home page, a blog post, an app, etc. The video
view’s objective is to maximize the plays of your video advertisement from audiences
probably to engage with them. The goal of the community involvement is to get
more people from the community to use the Tik Tok account by bringing more fans
or traffic to the personal page. The conversion objective is designed to drive
valuable actions on our website. Product sales, website conversion and lead
generation are under conversion. The objective of product sales is to sell
merchandise from Tik Tok shop, website, and app. The website conversion was
created to persuade users to complete a specific action, such as adding products to
their basket, downloading an app, signing up for the website, or making a purchase.
The lead generation is an advertising objective is to cultivate prospects and catch
leads on Tik Tok. (TIKTOK, 2023)
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3.2 The objective which grabs my attention is the third component of its objective
because firstly, product sales providing a convenient e-commerce experience.
Advertisers who use the product demand objective can construct a convenient e-
commerce contact for users directly within the Tik Tok app. This means that users
can browse and purchase products on the outside possessing to leave or visit a
separate website. Secondly, it also helps a business to grow, by increasing revenue
and market share. This can also provide opportunities for expanding into new
markets and product lines. Finally, having a clear product sales objective helps to
focus the efforts of the sales team on achieving a specific goal. This can increase
motivation and end up in a good outcome. (Jianyu Ma, Siwei Yu, 2021)
3.3 The plus point of its objectives and goals of Tik Tok is having a diverse user
base that spans across different age groups, demographics, and interests. This
means that fresh advertisers can reach a wide audience and target specific
segments based on their interests and preferences. On the other hand, Tik Tok is
well known for its creative and engaging content, which being a path for fresh
advertisers with opportunities to highlight their brand in new and innovative ways.
So automatically, it helps them to stand out and capture the attention of users at a
lower cost. (TIKTOK, 2022) The minus point of its objectives and goals of Tik Tok is
when advertisers set an awareness objective, they are aiming to increase the reach
of their advertisement to a wider audience. This means that users may see more
advertisements than they would otherwise, it can annoy or intrusive especially if the
advertisement are not related to their interest. (TIKTOK, 2022). In addition, since
the awareness objective is a popular advertising objective on Tik Tok, there may be
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high competition among advertisers for advertisement space. This can make it
harder for small or new advertisers to get their advertisement seen by users.
(Performance Marketing World, 2023)
What have I learnt from its objectives and goals are firstly, the importance of
understanding and targeting audience. (TIKTOK, 2020). Tik Tok’s targeting options
may be more limited compared to other social media platforms, but it is still
important for advertisers to consider their target audience. Secondly, Tik Tok’s
emphasis on creativity and engagement has been one of the keys to its success. The
platform’s short-form videos, which are often accompanied by popular or trending
songs or music, provide users with a fun and entertaining way to express
themselves and share their creativity with others. In turn, it has helped to foster a
strong sense of community on the platform. (Linked in, 2020). Last but not least, I
also learnt the potential negative effects of Tik Tok. For example, addiction,
cyberbullying, and exposure to harmful content taught me the importance of using
social media platforms in a responsible and mindful way, with consideration for our
own mental health and well-being. (Cyberpurify, 2023)
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4.0 Strategies
4.1 Strategy is a guideline to deal with a situation (Henry Mintzberg, 1987).
TikTok strategy refers (1) to the process of using the video-sharing platform TikTok
to promote a brand, whether it be a business, a product, or a service. TikTok has
the (2) potential to serve as a venue for the promotion and advertising of
businesses.
4.2 What grabs my attention is the user-friendly advertising tool. This tool help
new person who interested to grow their business. For TikTok, people no need to
make a long video. It is enough to just make it simple and understandable as people
will get bored if the duration is long and contain too much information.
4.3 The plus point for this strategy is the effective online ads, games, ecommerce
and so on. As many people using this app, it is easy to reach people to promote or
do marketing using TikTok as their platform. This includes some different tactics. For
example, influencer marketing which a very popular person with great influence can
make a video or content on TikTok to promote a product or more. Creating organic
viral content also help which always and never fail to reach more people as people
like viral contents. Other than that, TikTok also has a user-friendly advertising tool
for beginners which help every new businessman or businesswoman to higher their
efficiency. Last but not least, TikTok has a bonus point when it comes to reach
audience as most people have this app in their gadget, from the young ones to the
elder one. This then can help TikTok strategy to grow better.
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4.4 The minus point for this strategy is TikTok gives constant negative
comparison. We can see that one comparing themselves in such term such as in
term of beauty standards and so on. For example, a video with 15 seconds long
from someone’s life where they up-level their lifestyle makes ones thought that the
person behind that video has a great life and start comparing to their life while
wishing to have the same even though the video is actually portrayed an unreal
picture of ideal life. On the other hand, TikTok also give bad influence to the users.
There are a lot of challenge we can see people made in TikTok that are actually very
dangerous. For example, the ‘kiki challenge’ where this challenge had people
jumping out of a moving car and dance to the song which cause some people
accident while doing this challenge, the ‘blackout challenge’ where this challenge
had people made themselves stop breathing so that they pass out unconscious
which then brought to seven kids died when doing this challenge and so on. Next,
the alarming privacy concerns. People frequently lose sight of the threats and
danger exist in their surroundings. For example, people making video showing off
their house, vlogging about everything they did in a day which then reveal more to
the public about their private life. Other than that, there are some user that user
ignores ads. This can reduce the possibility to reach more people to get know to
ones product and so on. Last but not least, some people often get shadow-banned
from TikTok. This then will make the creator has less view, interaction and
engagement with the audience that then will affect ones marketing or business.
4.5 The things that I have learn is that, firstly, TikTok is a great app to start and
grow business. It also provides the user-friendly advertising tool which is my
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favourite. Next, as a lot of people using TikTok and have this app in their gadget, it
is easy to reach more people. However, there are also some possibilities that one’s
content will not reach many people as it is not viral or interesting. I also learn that
TikTok trends can be dangerous if ones did not think twice both the pro and cons for
the challenge even though is looks fun
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5.0 Identity
5.1 Identity of TikTok was known as (1) the international twin of China’s mobile
short video app, Douyin. (Foley, 2023). Eventhough, they have the same function
but these two apps have no access to each other’s content. TikTok was launched in
2017 for iOSand android in international market. Since TikTok launch, TikTok have
gained popularity and become the most popular web app with more 3.5 billion
downloaded. TikTok’s (2) logo was easy to recognise because the logo was simple.
But, for information TikTok’s logo was predates the existence of TikTok as a brand.
The TikTok logo was actually was created for apps name Douyin. That’s why the
logo look like a musical note and resemble to a letter D. (Foley, 2023). TikTok (3)
motto is ‘real people, real video. (4) TikTok global headquarter are in Los Angeles
and Singapore while other office at New York, Paris, Berlin, Dubai, Jakarta and
Tokyo.
5.2 What grab my attention is the third component of its identity because firstly,
the motto itself that give confidence and the vibe that can be trusted by TikTok
users. This help people who was a content creator to be more confident to make
content. Secondly, TikTok also is very filtered because the user can choose their own
part of their lives to be share to their followers. Lastly, nowadays TikTok are been
using to promote and sells a various product by many sellers. This will give a good
impact to seller who use TikTok as a medium to promote their product because
TikTok has gained the trust of the majority of users. Sellers also can creatively make
videos in promoting their sales to attract more buyers.
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5.3 The plus point of its identity is the history behind the logo of TikTok. I
thought the logo of TikTok is represent of the name of itself but actually was created
for apps name Douyin. TikTok’s company want the logo itself become the one that
represent TikTok as a stage where there are many people who are talented and
develop their own talent and use TikTok as a medium. TikTok logo was created by
an unnamed designer but yet still the logo work perfectly.
What I have learn from its identity are firstly, we have to be confident to
show our talent as the TikTok motto says ‘real people,real video’. Never listen to
other people’s critism because its our own life and we have the rights to share our
lifestyle but, we have to know our limit in sharing our part of lives to be share to
followers. Besides, TikTok are the places where all generation can share their joy
and creativity to the world and build a positive community in media.
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6.0 Reputation
6.1 Reputation is a public perception of this application. This reputation is based
on (1) users give ratings and feedback on this application. Feedback that wrote by
users will give good or bad review. The feedback will give impact to TikTok
reputation. The user TikTok give feedback such as a platform to showcase talent,
teaches new things and TikTok have digital wellbeing setting.
6.2 What grabs my attention is the third component of its reputation because
firstly, user of TikTok mostly age between 14 to 24 years but kids also use this
media social using their parent’s smartphone. The digital wellbeing setting also
known as family safety mode can limit the content that isn’t suitable for kids
(TIKTOK, 2023). When parents turn on this digital wellbeing this can avoid the kids
watch the videos that don’t suitable such as child abuse or sexual exploitation.
Secondly, limit watch time. This time limit will automatically set for 60 minutes for a
daily screen time limit for user under 18 when it turns on. Once time limit already
reached the user will be prompted to enter a passcode to continue watching. This
can help the users to manage their screen time more effectively on TikTok. Finally,
the restricted mode also grabbed my attention. This mode lets the used switch to a
private account that can accept or reject requests to follow. Users who have been
given permission can only see the information of a private account. When kids use
social media, their parents can only allow family members to follow them. This keeps
them safe from strangers.
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6.3 The plus point of its reputation is TikTok is use by people all around the world
(makeuseof, 2022). The user can gain more knowledge about other country. The
content creator all over the world will create content about their culture, language,
lifestyle, and food. The user can discover new places such as nature and interesting
place all over the world. The user also enjoys learning and know about the places.
They also can plan to visit the that catch their attention. Furthermore, the user also
can make new friends all over the world. The minus point of its reputation is
addictive (dataseries, 2022). Some of the user addicted to TikTok. This because the
videos are short. This makes the user don’t feel bored when watch the video. The
user also did not notice how much time that they use on TikTok until they forget
about the things that they should do. This because they did not finish the job they
supposed to finish on time. What have I learnt from its reputation are firstly, TikTok
is safe for kids. This because the TikTok have the family mode that can control the
screen time kids on TikTok 60 minutes for a day. This will make the kids don’t have
screen time too long on TikTok secondly, TikTok give many new knowledge about all
over the world. I can know about their culture, language and more by watching the
video that been create by the content also I gain the knowledge for free. and
finally, I learn that I should manage time wisely when using TikTok. Using TikTok
can be addicted because it can’t feel the time when watching and scroll to the new
video.
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7.0 Stakeholders
7.1 (1) TikTok’s stakeholders are its employees. The company has a wide range
of workers who all work together to make the business successful. For instant,
management, HR, marketing teams, customer service, etc. However, employees at
Chinese IT businesses frequently work a "996" schedule, which involves six days of
work per week from 9 a.m. to 9 p.m. ByteDance gave its Chinese staff the directive
to stop working after 7 p.m. in October after China's highest court ruled that the
practise was unlawful the previous year. (Soon, 2022) Consumers, TikTok major
costumers is around 32,5% for the 10 to 19 years old and 29.5% for the 20 to 29
years old. (Kopp, 2022) In terms of content, TikTok has much more than dancing
application. For example, the most popular topic TikTok like music, fashion, sport,
comedy and etc. In additionally, it is much easier for young people to promote their
or to advertise their product or business in TikTok platform than the other social
media. When it went viral, you will become the most trending topic and fortunately
will increase your sales. Investors and shareholders, The Chinese tech company
ByteDance, Ltd., which owns TikTok, doesn't have its stock traded openly on any
exchanges since it is held privately. (CFTe, 2023) community, However, TikTok can
cause some major or serious problem to some community. As we know that, TikTok
is the social media that globally share a lot of information. Some people might get
wrong about the information and sensitive in certain content, or might disagree with
some opinion that state by other people in the TikTok platform. For example, racist,
political, and some other issue. government, TikTok has been banned in certain
countries because of some reason. President Joe Biden of the U.S. government says
that TikTok might collect personal information that could end up in the hands of the
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Chinese government and be used to spread false information. Besides, Indonesia,
Bangladesh, and Pakistan have also temporarily banned TikTok over the spread of
inappropriate content. (MaxZahn, 2023)
7.2 What grabs my attention is the fourth component of its stakeholder because
firstly, the welfare of the community should be prioritized since we want the
everybody to have a better benefit than doing something waste. We should be
aware of its cons to maximize the use of TikTok for a better experience. Secondly, I
love to see every new generation use TikTok to share their talents and enhanced
their communication skills beside doing their fun video. If we lack some consent, this
could lead them to be more neglected towards their study. Finally, TikTok is a
creative way to share the advertisement, information, daily life and etc to the
community. However, some information we should be aware to avoid
misunderstanding. We need to make sure the information is valid without putting
trust on it 100%. Plus, community’s sensitivity is the most crucial part where every
TikTok users must be consent.
7.3 The plus point of its stakeholder is TikTok is a trending social media among
the major consumer, 10 to 29 years old. This component is really helping the
company to develop their social media better in the future. In addition, it also gave
them benefit not only to the company. For example, promoting their business,
advertise their product, share their talents to be more recognize globally. This shows
that the people and the company is giving a benefit with each other. The minus
point of its stakeholder is TikTok could give a lot of disadvantages to some people.
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For instance, sensitive content like racist, sexual harassment, dark jokes and etc will
destroy the children’s growth. Besides, wrong information by irresponsible admin will
lead to misunderstanding among the elders. Most of them will believe and spread it
to other people.
What have I learnt from TikTok’s stakeholder is, since many irresponsible
people take advantage of the opportunity to con others who don't understand the
new technology, we need to be more up to date on the latest social media platforms
in order to raise awareness. This is to make sure the community of TikTok to be
more informative. Secondly, although TikTok is a very famous and trending social
media, I have learned that TikTok is one of the life-changing to some people. Due to
Covid-19, I believe most of us would use TikTok to make income because of our
economic where we can sell, promoting, sharing and etc.
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8.0 Public
8.1 Public refers to the general, many people or the general public. Public refers
to anything accessible to any person or group in the general population (KENTON,
2023). Public can also be said to be closely related to the media. The rapid
development of technology and information has a great influence on the current
daily life situation. Now, various types of media have been created on various
platforms, one of which is TikTok. (1) Most of the teenangers to young adults are
attracted to tiktok. It can be said that Public is the recipient of content from the
media. With the media it causes something that happens to be known to the
community. It will attract people's attention and it will be a talking point everywhere.
Public is good for discussing things that concern everyone. Here we can see that the
public are the people who make up the community, state, or nation.
8.2 The TikTok application has attracted the attention of people all over the
world. This is because majority of people in the world have these applications in
their gadgets. TikTok has created a Public Relations relationship with the media.
What does PR (Public Relations) mean? Public relations (PR) is a set of techniques
and tactics used to control how information about a person or company gets to the
public, especially the media (HAYES, 2023). To get important information to the
right people, you need to have a good working relationship with the media. Public
Relation occurs when a video or message uploaded by the media attracts the
public's attention. From there, Public Relations with the media exists. Through the
TikTok application we can also find out about various things happening around the
world. TikTok is also one of the fastest news delivery platforms. This is because
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TikTok displays videos all over the world. It is not surprising if we can find out about
any problems or issues that have occurred in neighboring countries.
8.3 TikTok is not only a platform for entertainment. The plus point of it is that
TikTok can be used as a medium to convey and find information. Content creators
can convey information about hot news through their video content. Hot issues will
usually get a lot of viewers. In addition, TikTok has various functions and can be
used by users. This is because, TikTok can also be used as a platform to conduct
transactions. TikTok is a social media with good potential to do business. This is
because, in addition to the public getting information or viewing content uploaded by
other users, they can also shop online through the TikTok application as well.
Everything has a negative impact even if the chances are slim. The same
goes for the public to TikTok application. The minus point of it is that it happens
when a few people spread wrong information or even the information conveyed is
not true. If the public believes that, the public will continue to blame the victims.
This will create defamation to the victim. This will have a huge impact on the victim
and it will be a big problem. In addition, the next minus point is the occurrence of
fraud between buying and trading. The TikTok application has a platform for
transactions, known as TikTok Shop. This happens when an irresponsible seller or
deceives a buyer who has bought a product from his store. This will cause the public
to blame all TikTok Shop sellers due to that one irresponsible individual. This matter
is not new because this case has happened before even though it was not through
the TikTok application. Buyers must be careful before buying any product on TikTok
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Shop. At TikTok Shop, buyers can identify for sure that the seller is trustworthy or
not through the previous buyer's rating.
There are several things I learned from this concept. Among them is that the
information uploaded by the content creator affects public opinion. Some of the
information spread is not true. Therefore, we as members of the public must first
research a matter before spreading the news to the public. In addition, before
placing an order or buying goods through TikTok Shop, we must research the TikTok
shop first to avoid any problems. Buyers can preview the feedback given by previous
buyers. This shows that buyer feedback is very important to the public.
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9.0 Market
9.1 Key factor of TikTok market are (1) engaging short-form content, (2) social
media integration (Battisby, 2021), (3) advertising (Jarboe, 2022), and (4) global
reach (Kelly, 2023). Engaging short-form content here refers to TikTok’s format of
short and highly engaging videos which caused this application to become the main
focus of users, especially among the younger generation. This is so because the
videos found in this application are mostly easy to digest. Social media integration
here makes sense the simplicity with which content may be shared on other social
media platforms has boosted TikTok’s appeal and virality. For example, through
sharing video links to various social media such as whatsapp, facebook and so on.
Advertising is also a key factor in the TikTok market. With more advanced
advertising choices, TikTok has become popular medium for marketers to reach
younger people. For example, advertising products with interesting creativity can
attract the attention of consumers, especially among the younger consumers. A lot
of positive feedback on the marketed product is able to increase the purchase rate
of the product among the consumers. The global reach also causes the TikTok
market to expand among TikTok users. A global phenomenon with a broad appeal,
TikTok has a significant presence in numerous nations. This is so because the
current generation is more focused on the TikTok application. Therefore, marketers
can take this oppurnity to market their products on the TikTok site. Marketers can
diversify their products that they want to sell in their selling page section on TikTok.
9.2 What grabs my attention is the third component of its market because firstly,
advertising strategy affects the success of marketing. A creative advertising strategy
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capable of increasing consumer confidence in the product will increase consumer
demand for the product. Secondly, the use of the TikTok application which is
increasing especially among young people nowadays is able to support marketing in
the country by local entrepreneurs. Finally, advanced advertising options are also
able to increase the level of product marketing on TikTok. For example, through the
live method can also increase the level of purchase of marketed products. Sellers
often give discounted prices on advertised products when making live on TikTok.
9.3 The plus point of its market is marketing through the TikTok application can
increase the purchase rate of local products among the people of this country. In
addition, marketing methods through TikTok can also increase the country’s export
rate. This also creates a positive national trade balance, i.e. the export rate exceeds
the import rate. The minus point of its market is there are also fake products sold in
TikTok. This causes consumers to be confused in identifying the original and fake
products. This situation is the cause of the product’s market decline due to reduced
consumer demand for the product.
What have I learnt from its market are firstly, the success of marketing a
product depends on the advertising strategy used by the seller of the product.
Product marketers must be smart in attracting consumers to buy their products. In
addition, most consumers care about the quality of a product that matches the price
of the product. Secondly, product marketing through the TikTok application also
makes it easier for sellers to get high sales results. This is so because the popular
TikTok application among the current generation helps the development in
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marketing. Finally, through TikTok market, TikTok users discover new product
brands. The study also showed that 58% of TikTok users discovered new brands
and products on the platform.
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10.0 Issues
10.1 Issue is an unsettled matter or a point of conflict between an organization
and the audience. Issue of TikTok app is the data security risk since they (1) raise
some worries amongst the users, (2) cause disputes between countries, and (3)
violate user’s personal information data (Kelvin Chan, 2023).
10.2 What grabs my attention is the third component of this issue because firstly,
personal data means any information used in commercial transactions that should
not be compromised by any third parties. (Buckbee, 2022) This is because personal
data contains the address, Identification Card Number, image and bank account
details that supposed to be confidential. (Marcellus, 2019) Secondly, violating this
data can cause long-term consequences such as losing trust amongst the users with
the organization because of the security measures that should be protecting their
sensitive information is inoperative. (Buckbee, 2022) Finally, this privacy violation
can increase the number of account to be easily hacked as the personal information
like the user’s password can be obtain easily and get exploited by the opportunist
hacker. This is concerning as they can use the victim’s identity to do any cybercrime.
10.3 The plus point of this issue are people has become more curious about this
app making TikTok are one of the most engaging social media app today and the
organization also becoming stricter in hiring their employees to avoid this issue will
happen again in the future.
(Chan, 2023) The minus point of this issue are TikTok has been banned by multiple
countries such as India, New Zealand, Norway and France because of the rising of
25
cybersecurity concerns. This issue also leaves a bad reputation to the organization’s
name at the end of the year 2022 for negligence of privacy issue. Lesson learned
from this issue are how important regular security reviews are so any personal data
will not be compromised by any parties. Secondly, the importance of choosing
employees that are trustworthy and ethical so there will be no staff that will do
anything that leads to the downfall of the organization or company (Research,
2023). This was given by a former employee who looked at data on journalists from
Buzzfeed News and The Financial Times while trying to find out who leaked a story.
Finally, this issue also enlightens us that violation of personal information data can
occur regardless of the size of the organization (Yew, 2021).
26
11.0 Communication
11.1 Communication of TikTok is (1) tactics with internal groups can be created for
the organisation with access only given to designated team members. TikTok (2)
tactics with external groups are the people with a significant following on the
platform which are getting paid to promoting a good or service which by used for
influencer marketing. TikTok (3) media with internal groups has been created by any
user but are often formed by influencers, creators, or organizations to build a
community around in their brand or message to provide users with access to
exclusive content. Moreover, TikTok (4) media has with external groups in various
ways like strategic partnerships, advertising the TikTok platform, influencer
marketing and community engagement which encourages user-generated content
and provides business with opportunities to engage with their audience. (Britta M.
Gossel, 2022)
11.2 What grabs my attention in the communication of TikTok is firstly, the videos
were short and sweet because TikTok users like to watch the shorter videos which is
under 60 seconds and watching the videos for hours a day that only around 60
seconds which we can see a lot of videos. (Martina Ngangom, 2020). Secondly, it
gives me attention because jump on the trending effects which is great way to get
more views on TikTok. Whether they will use the duet function to duet with a
popular user like an actor or actress to create viral video and will get some profits
also by getting people likes and finally, the quality of videos which they will use
animation, lighting and editing skills on point to make the videos interesting and
high quality.
27
11.3 The plus points of communication in the TikTok are TikTok have best sources
for memes and funny content. The funny content can make people laugh and
refresh their minds and to get their daily dose of humour and can reduce their
stress. TikTok also can shows our talents because they have a lot if tools of
creativity in the TikTok. The benefits are we can follow up the latest trends and
issues in TikTok. We also can communicate with another person on TikTok like
interaction between peers.
The minus points of communication in the TikTok are the people who are
scrolling through the TikTok until they forget their real life. They also feel like
comfortable to communicate through the TikTok inbox than real life. TikTok also can
be a platform to bullying by their videos that they are upload or by their body shape.
(TIKTOK, 2023).
First and foremost, I've learned how to boost our confidence from TikTok
communication. Some of us are naturally timid or frightened to speak to others,
therefore it also will be helpful for group presentations which we can practise our
speaking and pronunciation skills in front of the camera to boost our self-confidence.
I also have learnt how to edit the videos such as basic cutting, audio precisions,
transitions to make a good video for my school project. It also helps me to be a
discipline to do our assignment on time. Finally, the TikTok made me a creativity
person on how to develop creative assignments and learnt valuable information or
28
skills like cooking, dancing, and others. From the TikTok I can learn how to cooking
and what are the ingredients we should put first.
29
14.0 References
References
Battisby, A. (2021). An In - Depth Look at Marketing on TikTok .
Britta M. Gossel. (2022). Analogies in Entrepreneurial Communication and Strategic Communication:

Definition, Delimitation of Research Programs and Future Research. 134-156.
Buckbee, M. (2022, February 25). Varonis. Didapatkan dari Analyzing Company Reputation After a
Data Breach.: https://www.varonis.com/blog/company-reputation-after-a-data-breach
CFTe, B. D. (2023, January 10). TikTok Stock: Who Owns TikTok and How to Buy TikTok Shares.
Didapatkan dari https://www.liberatedstocktrader.com/tiktok-stock/
Chan, K. (2023, April 4). AP News. Didapatkan dari Here are the countries that have bans on TikTok:
https://apnews.com/article/tiktok-ban-privacy-cybersecurity-bytedance-china-
2dce297f0aed056efe53309bbcd44a04
Cyberpurify. (2023). About TikTok. Didapatkan dari 10 bad things about TikTok: Dive into the
negative impacts (Part 1): https://cyberpurify.com/knowledge/10-bad-things-about-tiktok-
part-
1/#:~:text=Mental%20Health%3A%20Constantly%20comparing%20oneself,also%20negative
ly%20impact%20mental%20health
dataseries. (2022). Didapatkan dari How TikTok Is Addictive: https://medium.com/dataseries/how-

tiktok-is-addictive-1e53dec10867
Foley, J. (2023, March 18). Didapatkan dari https://www.creativebloq.com/news/tiktok-logo-history
HAYES, A. (2023, March 28). Didapatkan dari Public Relations (PR) Meaning, Types, and Practical
Examples: https://www.investopedia.com/terms/p/public-relations-
pr.asp#:~:text=Public%20relations%20(PR)%20refers%20to,media%20requests%20and%20s
hareholder%20inquiries
https://www.makeuseof.com/. (2022). Didapatkan dari 10 Reasons Why TikTok Is Actually Good:

https://www.makeuseof.com/reasons-why-tiktok-is-actually-good/
Jarboe, G. (2022). Research Reveals TikTok's Impact On Consumers' Purchase Journeys.
Jianyu Ma, Siwei Yu. (2021). The Future Development of E-commerce in Tiktok.
Kelly, C. (2023). 75% of Marketers Expect to Spend More on Tiktok Even as Ban Looms.
Kelvin Chan, H. H. (2023, March 24). AP News. Didapatkan dari Why TikTok’s Security Risk Keep
Raising Fears.: https://apnews.com/article/tiktok-ceo-shou-zi-chew-security-risk-
cc36f36801d84fc0652112fa461ef140#:~:text=Officials%20fear%20that%20TikTok%2C%20w
hich,relevant%20to%20China's%20national%20security.
KENTON, W. (2023, January 16). Didapatkan dari Public:

https://www.investopedia.com/terms/p/public.asp
30
Kopp, M. (2022). TikTok Marketing for Your Business: Target Groups, Trends and Strategies.
Didapatkan dari https://raidboxes.io/en/blog/online-marketing/tiktok-marketing/
Linked in. (2020, MAY 20). About TikTok. Didapatkan dari 5 Keys to Producing Successful Content on
TikTok For Brands: https://www.linkedin.com/pulse/5-keys-producing-successful-content-
tiktok-brands-brett-hyman
Marcellus, S. (2019, September 16). Yahoo!Finance. Didapatkan dari Here’s What Happen When
Your Privacy Media: https://finance.yahoo.com/news/heres-what-happens-when-your-
privacy-is-violated-on-social-media-153043245.html
Martina Ngangom. (2020). How TikTok Has Impacted Generation Z’s Buying Behaviour and Their
Relationship With Brands? 1-83.
MaxZahn. (2023, March 21). TikTok faces bans in US and other countries. Didapatkan dari
https://wallaroomedia.com/blog/social-media/tiktok-statistics/
Performance Marketing World. (2023, March 15). About TikTok. Didapatkan dari TikTok takes on
Google and Microsoft in the search ads game:
https://www.performancemarketingworld.com/article/1816506/tiktok-takes-google-
microsoft-search-ads-game
Research, S. (2023, January 10). SOCRadar. Didapatkan dari 5 Lessons Learned From Data Breaches
In 2022: https://socradar.io/5-lessons-learned-from-data-breaches-in-2022/
Soon, W. (2022, Jun 9). TikTok's toxic '966' culture is forcing UK employees out the door and making
those who remain wonder every week. 'who has been fired, who has quit'. Didapatkan dari
https://www.businessinsider.com/tiktok-overwork-996-culture-forcing-uk-employees-
exodus-ft-2022-6
TIKTOK. (2018). About TikTok. Didapatkan dari Mission: https://www.tiktok.com/about?lang=en
TIKTOK. (2020, Jun 12). About TikTok. Didapatkan dari Everything You Need to Know About TikTok
Ads: https://later.com/blog/tiktok-ads/
TIKTOK. (2022). About TikTok. Didapatkan dari How to connect with your target audience on TikTok:
https://www.tiktok.com/business/en-US/blog/how-to-connect-with-your-target-audience-
on-tiktok?redirected=1
TIKTOK. (2022). About TikTok. Didapatkan dari TikTok promoted or sponsored Ads excessive &
intrusive, users demand more organic content: https://piunikaweb.com/2022/06/08/tiktok-
promoted-or-sponsored-ads-excessive-intrusive/
TIKTOK. (2023). About Tiktok. Didapatkan dari Bullying: https://www.tiktok.com/safety/en/bullying-

prevention/
TIKTOK. (2023). About TikTok. Didapatkan dari Objectives:

https://ads.tiktok.com/help/article/choose-right-objective?lang=en
31
TIKTOK. (2023). digital welbeing. Didapatkan dari tiktok: https://www.tiktok.com/safety/en/well-
being/
Yew, E. (2021, June 15). Sangfor. Didapatkan dari Lessons Learned From Data Breaches To Better
Protect Yourself :
https://www.sangfor.com/download/security_webinar_lessons_learned_from_data_breach
es_20210615.pdf
32
15.0 Appendix
TikTok logo (Elvin Hasanli, n.d.)
TikTok for you page (fyp) screenshot
33
16.0 Group Project Paper Marking Rubric - (30%)
LEVEL OF APPLICABILITY
SUB- WEIGHTAGE
ATTRIBUTE Very Weak Weak Fair Good Very Good
ATTRIBUTE (%)
(0-2) (2-4) (4-6) (6-8) (8-10)
Able to write
Not able to Able to write
5.2.1 Clearly ideas with Able to write
write ideas ideas fairly
written limited clarity Able to write ideas with
10 clearly and clearly but
academic and require ideas clearly excellent
require major require minor
discourse further clarity
improvements improvements
improvements
Able to write
5.2.2 Not able to Able to write
ideas with Able to write
Written Coherently write ideas ideas fairly Able to write
limited ideas with
written 10 coherently and coherently but ideas
coherence and excellent
Communication academic require major require minor coherently
require further coherence
discourse improvements requirements
improvements
Not able to Able to write Able to write

5.2.3
write ideas ideas with ideas fairly Excellent
Systematically Able to write
systematically limited system systematically ability to write
written 10 ideas
and require and require but require ideas
academic systematically
major further minor systematically
discourse
improvements improvements requirements
34
Outline for Individual Oral Presenter 1/10
Specific Purpose: To inform my audience about the

description/analysis/evaluation of a key concept.
Introduction (1 minute):
Please tick [⁄] to get the attention/interest of the audience:
Relate the topic to the audience:
State the importance of the topic:
Arouse the curiosity of the
audience:
Question the audience:
Begin with a quotation:
Body (3-minute):
Please tick [⁄] any one of the components:
Description:
Analysis:
Evaluation:
Conclusion (1 minute):
Please tick [⁄] to signal the end of the speech:
Summarize the speech:
End with a question:
Refer to the introduction:
Make a statement:
35
17.0 Presenter 1/10: Individual Oral Presentation Marking Rubric (20%)
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
5.1.1 articulately Able to
deliver ideas Excellent
Articulate and require deliver ideas Able to
fairly ability to
delivery of major articulately deliver
articulately deliver
ideas improvement and require ideas
and require ideas
further articulately
minor articulately
improvements
improvements
Able to Able to
Not able to
deliver ideas deliver ideas Able to
5.1.2 deliver ideas Able to
with limited fairly deliver
Coherent coherently deliver
5 coherence coherently ideas with
delivery of and require ideas
and require but require great
ideas major coherently
further minor coherence
improvements
improvements requirements
Verbal Able to
Not able to Able to
Communication deliver ideas Able to
5.1.3 deliver ideas deliver ideas Able to
fairly deliver
Confident confidently confidently deliver
5 confidently ideas with
delivery of and require and require ideas
and require great
ideas major further confidently
minor confidence
improvements
5.1.4
Effective Not able to
delivery of deliver ideas
ideas effectively Able to
and require Able to
major deliver ideas Able to
fairly ability to
improvements effectively deliver
5 effectively deliver
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
36

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
37
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
38

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
39
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
40

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
41
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
42

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
43
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
Effective
delivery of Not able to
ideas deliver ideas
Able to
effectively Able to
and require deliver ideas Able to
fairly ability to
major effectively deliver
improvements and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
44

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
45
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
46

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
47
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal
Able to
Communication Not able to Able to
deliver ideas Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
Effective
delivery of Able to
ideas Not able to Able to
fairly ability to
effectively effectively deliver
and require and require ideas
and require ideas
major further effectively
minor effectively
improvements
48

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
49
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
50

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
51
25.0 Presenter 9/10: Individual Presentation Marking Rubric (20%)
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
52
Outline for Individual Presenter 10/10

audience:
Body (3-minute):
Description:
Analysis:
Evaluation:
Make a statement:
53
26.0 Presenter 10/10: Individual Presentation Marking Rubric (20%)
Name:
Matric No:
Title:
SUB- WEIGHTAGE
ATTRIBUTE (%)
(0-1) (1-2) (2-3) (3-4) (4-5)
Not able to
deliver ideas
5 Able to
fairly ability to
and require ideas
minor articulately
improvements
improvements
Able to Able to
Not able to
improvements
Verbal Able to
Not able to Able to
fairly deliver
and require great
minor confidence
improvements
5.1.4
and require Able to
fairly ability to
and require ideas
and require ideas
further effectively
minor effectively
improvements
improvements
54
1. Students form a group comprising 10 members. Each group is assigned to
write a Group Project Paper and followed by an individual oral presentation.
2. The aim of the Group Project Paper is to examine 10 key concepts that are
practised in a media company. The media include a whole of modern
communication systems, for example cinema, television, newspapers,
magazines, advertisements, radio, interactive multimedia, video games,
computers, mobile phones, and the Internet (O’Shaughnessy & Stadler,
2016). The scope of a media company has been expanded to include five core
digital technologies for business: AI (Artificial Intelligence), IoT (Internet of
Things), Blockchain, Cloud, & Big Data.
3. They are Vision, Mission, Objectives and Goals, Strategies, Identity, Image,
Reputation, Stakeholders, Public, Market, Issue, and Communication.
4. The group project papers are to be submitted on Week 7 of the semester via
Smartv3.
5. The format of the Group Project Paper:

5.1 Group Project paper has to be typed in a minimum of 10 pages excluding
cover page/content page, introduction, references, appendix, Group
Project Paper Score Specification Table page, and Individual Oral
Presentation Score Specification Table pages.
5.2 The font type is Tahoma orTimes New Roman.
5.3 The font size is 12.
5.4 The text must be set in double spacing.
5.5 The cover page of the Group Project Paper must contain the following
items:
5.5.1 Title of the Group Project Paper
5.5.2 Course code
5.5.3 Course title
5.5.4 Name of lecturer
5.5.5 Day of lecture
5.5.6 Time of lecture
5.5.7 Semester
5.5.8 Academic session
5.5.9 Group number
5.5.10 Name (sort the names alphabetically), matric number, section of every
group member, Group Project Paper Score Column, and Individual
Oral Presentation Score Column
Filename: CA1 Group Project Paper and and CA4 Individual Oral Presentation SI20222023
Date: 2022-10-06
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Title: An Examination of 10 Key Concepts in ----------------------------------------------------------------------------------------

Course Code: UL03102

2. ALICE NATASHA BINTI DAVID BI22110428 102

3. AMIRA HANIS BINTI HARUN BG22110216 102

4. GAYATHERI A/P V.PERUMAL BG22160499 102

5. ISSABELLA BINTI AFFENDI AYU BG22110231 102

6 MAYLLA VIONICA BINTI HALAFIZAM BG22160586 102

7. NADIRAH BINTI ROSLEE BG22110232 102

8. RITTRIE FADIUS BI22110173 102

9. SANTHYARENI A/P BASKARAN BG22110369 102

10. TAMILARASI A/P SELVARAJU BG22110007 102

Strategies, Identity, Image, Reputation, Stakeholders, Public, Market, Issue, and

users by providing a platform for them to express themselves through short-form

Branded Mission which is (2) an industry-first ad solution that allows marketers to

crowdsource original content from creators on TikTok, transform top-performing

videos as an advertisement or a paid promotion to catch more attention from the

attract more attention from viewers and buyers.

getting entertained at another point. Another advantage I felt in TikTok’s mission

was, it invites individuals to express themselves and promote their abilities,

on providing a space to express talents, creativity, and also provides entertainment.

commitment to building a safe and positive community indicates that TikTok is

cost-effective price. The aim of consideration is to encourage consumers to believe

or traffic to the personal page. The conversion objective is designed to drive

generation are under conversion. The objective of product sales is to sell

created to persuade users to complete a specific action, such as adding products to

The lead generation is an advertising objective is to cultivate prospects and catch

leads on Tik Tok. (TIKTOK, 2023)

because firstly, product sales providing a convenient e-commerce experience.

separate website. Secondly, it also helps a business to grow, by increasing revenue

(Performance Marketing World, 2023)

platform’s short-form videos, which are often accompanied by popular or trending

cyberbullying, and exposure to harmful content taught me the importance of using

own mental health and well-being. (Cyberpurify, 2023)

4.1 Strategy is a guideline to deal with a situation (Henry Mintzberg, 1987).

to promote a brand, whether it be a business, a product, or a service. TikTok has

make a video or content on TikTok to promote a product or more. Creating organic

grow business. It also provides the user-friendly advertising tool which is my

the challenge even though is looks fun

videos in promoting their sales to attract more buyers.

an unnamed designer but yet still the logo work perfectly.

and creativity to the world and build a positive community in media.

6.1 Reputation is a public perception of this application. This reputation is based

teaches new things and TikTok have digital wellbeing setting.

them safe from strangers.

management, HR, marketing teams, customer service, etc. However, employees at

inappropriate content. (MaxZahn, 2023)

everybody to have a better benefit than doing something waste. We should be

community. However, some information we should be aware to avoid

misunderstanding. We need to make sure the information is valid without putting

TikTok users must be consent.

in order to raise awareness. This is to make sure the community of TikTok to be

economic where we can sell, promoting, sharing and etc.

to anything accessible to any person or group in the general population (KENTON,

development of technology and information has a great influence on the current

any problems or issues that have occurred in neighboring countries.

transactions. TikTok is a social media with good potential to do business. This is

because, in addition to the public getting information or viewing content uploaded by

transactions, known as TikTok Shop. This happens when an irresponsible seller or

not through the previous buyer's rating.

TikTok has a significant presence in numerous nations. This is so because the

current generation is more focused on the TikTok application. Therefore, marketers

advertising strategy affects the success of marketing. A creative advertising strategy

increasing especially among young people nowadays is able to support marketing in

consumer demand for the product.