MED4195 Investigating Media Texts, Industries and Audience
Research Proposal
released. 23/01/2024
views. 86.4M
likes. 4.7M
5 minutes and 22 seconds.
11/10
Introduction
For my research proposal, I have decided to analyse social media engagement and viewer interpretation for the Netflix’s ‘XO, Kitty’ (2023). ‘Xo, Kitty’ follows Kitty as she navigates her way through her junior year at international boarding school in Seoul, which she joined to be united with her long-distance boyfriend and discover more about her mother who passed away. My research question is “To examine how ‘XO, Kitty’ viewers interpret and engage with the show through social media engagement on TikTok?”
My primary objectives include mapping the TikTok ecosystem surrounding ‘XO, Kitty’ content using hashtags, sounds, trends, creator networks. Analysing how TikTok users interpret and respond to the themes of the show. Another objective is to examine the unique TikTok specific dynamics that shape the collective interpretation by analysing comments on ‘XO, Kitty’ content on Netflix’s, the casts, and fan’s TikTok accounts.
My secondary objectives are to identify recurring TikTok content formats related to specific characters, plot points, and cultural references. For example, by researching different sounds, songs, scenes, and dialogues, fan theories, I intend to analyse how TikTok’s audiovisual remixing culture extends or reinterprets the show’s narrative.
Rationale and methods of application description
This research will primarily employ virtual ethnography, supplemented by narrative analysis, to explore fan engagement with 'XO, Kitty' on TikTok. Virtual ethnography, as defined by Hammersley and Atkinson (2019), involves 'participation and observation taken place online, and so too may any accessing of documents and elicitation of accounts from participants.' Utilizing this method, I will observe the diverse content related to 'XO, Kitty' posted and commented upon by fans. Specifically, I will search relevant keywords, such as 'xo kitty,' on TikTok, leveraging the platform's search tabs to identify fan-generated content and interactions. This will allow for the identification of patterns in fan engagement and the analysis of reactions to the show's cultural impact. Furthermore, I will conduct narrative analysis, which, according to Loseke (2021), examines the 'relationships between narratives and culture' and 'relationships between narratives and power,' by analysing the themes present in the comment sections of 'XO, Kitty' content across Netflix's, the cast's, and fan's TikTok accounts. This will provide insight into how fans construct and interpret narratives surrounding the show within the online sphere.
Timeline
I will follow a six-week timeline to complete my research. For the week, I will focus on establishing observation protocols and recruiting participants. For weeks 2, I will research the for best keywords and hashtags. Weeks 3 and 4 will focus on researching patterns and narrative analysis. For the final two weeks, I will be focusing on developing my creative artifact and writing my critical reflection.
Ethics
Ethical considerations will be paramount throughout this research. To ensure cultural sensitivity, particularly when analysing aspects of 'XO, Kitty' that represent cultures outside my own experience, I will engage in thorough background research and consult diverse sources to avoid misinterpretations. This approach aligns with Driscoll and Greg's (2010) exploration of ethical challenges in virtual research. To prevent misrepresentation of creator intentions, I will meticulously contextualize all data, avoiding selective quoting or decontextualized analysis. When analysing online discussions, I will prioritize respectful engagement and avoid contributing to potentially harmful interpretations.
Recognizing that some TikTok creators may be minors, I will refrain from directly contacting or identifying any individuals. All data collected will be anonymized or pseudonymized to protect user privacy. I will avoid collecting any personal identifiable information. Data will be stored securely on encrypted devices and will only be used for the purposes of this research. Furthermore, I acknowledge my own positionality as a researcher and will maintain reflexivity throughout the research process, addressing potential biases to ensure objective analysis.
Creative Artefact
Critical Reflection on "Beyond the Screen" Research Showcase
released. 23/01/2024
views. 86.4M
likes. 4.7M
5 minutes and 22 seconds.
11/10
Conducting virtual ethnographic research on "XO, Kitty" fan engagement on TikTok transformed my understanding of digital media research and contemporary audience participation. This journey challenged my methodological assumptions while developing crucial skills for future work.
Self-Assessment
Initially, I underestimated digital ethnography's complexity, finding myself overwhelmed by the sheer volume of content—over 152,600 posts under a single hashtag. My early approach lacked methodological rigor as I struggled with selection bias. The technical aspects proved equally challenging; I discovered that accessing analytics required creating TikTok posts, while data collection necessitated systematic screenshots and screen recordings to gather evidence of hashtags, comments, and captions.
Ethical considerations became central to my methodology. I deliberately included creators' usernames in my video essay for academic integrity (properly attributing sources), strengthening fair use claims, and ethical research practice. This decision reflected my evolving understanding of digital research ethics.
For future improvement, I would develop more systematic bibliography management to streamline the final citation process.
Key Learnings
The most valuable insight was discovering the limitations of purely quantitative metrics. While engagement statistics provided valuable data points, they couldn't explain why certain content resonated with audiences. Integrating quantitative metrics with qualitative narrative analysis revealed how fans actively co-create meaning rather than passively consume content.
As a Music Business student, I gained insight into how music functions within fan communities. However, to improve, I would conduct a deeper analysis of music's significance within both the show and fan edits—leveraging my specialised knowledge in an underexplored area.
I also gained crucial insights about parasocial relationships in digital spaces. The research revealed these connections form simultaneously around both fictional characters and real performers, with cast-driven content generating exceptionally high engagement (up to 58.2M views).
Future Applications
This research equipped me with a multi-dimensional framework for assessing content impact that extends beyond traditional metrics to include engagement depth, emotional investment, creative contribution, and community formation.
My creative process evolved significantly. Initially planning a blog post, I ultimately created a video essay after recognising it would better serve my analytical goals. During editing, I developed technical skills creating side-by-side videos that aligned different perspectives of the same dialogue—visually demonstrating how fans interpret identical source material differently.
Personal Growth
This research journey transformed my identity as a media researcher. I've evolved from viewing audiences as passive consumers to recognising them as active co-creators of meaning—a perspective shift representing significant intellectual growth.
Most importantly, I've developed greater methodological adaptability and ethical awareness. When my initial approach revealed limitations, I pivoted while maintaining research integrity. The process of creating my video essay further reinforced this flexibility, as I adapted my presentation format to better serve my analytical goals.
This experience has fundamentally altered how I understand both research methodology and fan engagement in digital spaces, preparing me for more sophisticated and ethically grounded media analysis in the future.