In search of meaning via TikTok Tarot readings − an exploration of emerging conventions

This paper aims to present examples and discussion of content identified within an emerging social media trend – TikTok tarot readings − and to relate this to Seligman’s theory of well-being, specifically focusing on the concept of ‘meaning’ which other studies have directly connected to wellness especially physical health, reduced mortality risk, and higher life satisfaction. Seligman’s PERMA model is supported by various studies and is aligned with the current research through the axis of meaning or in the context here, the participant seeking meaning. “Meaning” or comprehension, offers benefits including feeling blessed and a chaironic form of happiness and is also considered an element of positive functioning. The researchers therefore propose to study spiritual guidance videos posted on TikTok. It will report on both the features they offer and the kinds of comments posted to propose potential conventions of this emerging wellness service category.

A previous paper (Buie and Blythe, 2013) exploring meditations offered across YouTube, upon which the methodology of this study is closely based, identified that individual meditation videos were receiving many millions of views justifying research into this substantial niche of well-being services. TikTok in comparison, is a younger technology and has alternative functions that permit greater engagements, especially across the mobile environment and can receive similar reach - for example, one post may receive almost 1 million interactions.

Literature further acknowledges spiritual guidance via social media as an emerging area of digital entrepreneurship, where technologies mediate access between spiritual counsellors and the faithful through the power of programmatic content. The outputs of the study are therefore expected to be of interest to those researching digital media marketing, the implications of programmatic algorithms and content distribution, as well as an emerging branch of global wellness entrepreneurs.

The connection to well-being theory, popularity of TikTok and spiritual guidance, novelty of this study (gap in literature), and relevance to the current trend of Web3/metaverse-based commerce are proposed as evidence justifying the need for this study.

The Incongruent Podcast
Part 1: Digital Divination: Exploring Tarot and Angel Card Healers on TikTok. (https://www.buzzsprout.com/993424/13187156)

Part 2: Tarot Content Creators on TikTok: Mavericks of the Digital Sphere. (https://www.buzzsprout.com/993424/13393474)