Reputation, Realness, and the Algorithm: Gangs in the TikTok Era

• In Event: Gangs and Social Media in the Digital Age

Abstract

Gangs have long relied on visibility and reputation to establish status, enforce hierarchies, and navigate conflicts. In the digital age, social media has reshaped these dynamics, offering new ways to perform gang identity and engage in symbolic displays of power. Prior research has examined gang activity on platforms like Facebook and YouTube, where online interactions often mirror offline relationships. However, TikTok’s algorithm-driven, virality-focused model represents a fundamental shift. Unlike earlier platforms that reinforced existing social networks, TikTok rewards content that maximizes engagement, raising critical questions about how gangs negotiate authenticity, status, and influence in a digital space where performance often outweighs reality.This study employs a mixed-methods approach to analyze gang representation on TikTok, examining 700 videos through qualitative content analysis and tracking engagement metrics across posts. Findings reveal four primary categories of gang-related content: (1) authentic posts by active members reinforcing credibility, (2) performative content where individuals—sometimes without gang ties—adopt gang aesthetics for clout, (3) historical media repurposed as digital archives of gang culture, and (4) rap and music-related content, where artists incorporate gang imagery, language, and affiliations into their music. Results indicate that TikTok amplifies performative over authentic gang content, with music and rap playing a key role in shaping digital gang representation. This study contributes to understanding how social media commodifies gang identity, altering traditional pathways of gang status and influence.

Authors

• Chris Hess, Kennesaw State University

• Kristonn Stubbs, University of Cincinnati

• John Leverso, University of Cincinnati

• James Densley, Metro State University