Between Comments and Collective Action: The Potential of TikTok in Endometriosis Advocacy.

Abstract

Scholars have been exploring the potential of TikTok in facilitating health communication and activism separately, leaving a gap in understanding the political implications of health communication on TikTok. Filling this gap is important because it matters whether and how the communication mediated by the platform can translate into collective action to address the underlying health inequality issues. In response, we conducted a case study of TikTok videos about endometriosis diagnosis and treatment. Particularly, we conducted a qualitative content analysis of 713 comments beneath 36 videos that share medical gaslighting experiences in endometriosis diagnosis and treatment. We identified that the comments mainly focused on (1) sharing lived experience, (2) extending affirmation, appreciation, and gratitude, and (3) critiquing the medical system. Our findings evidenced the potential of TikTok in endometriosis advocacy while also revealing the limitations of comments as spaces that can lead to collective action.