Vizcaíno Verdú, ArantxaAguaded, José Ignacio2025-09-262025-09-262022-02-24Vizcaíno-Verdú, A., & Aguaded, I. (2022). #ThisIsMeChallenge and music for empowerment of marginalized groups on TikTok. Media and Communication, 10(1), 157-172. https://doi.org/10.17645/mac.v10i1.47152183-2439 (electrónico)https://hdl.handle.net/10272/27169Media convergence is generating many collective performances on social media, where the rise of short-form videos has created a new opportunity for the empowerment of society on online platforms. In this context, TikTok appears as an application for creative expression through music clips and lip-syncs. Through the #ThisIsMeChallenge hashtag, which introduces the musical theme of The Greatest Showman film, we analyze a new online practice within messages from traditionally marginalized groups throughout individual and collective life events. In order to understand TikTok as a music venue for social empowerment, we conducted a quantitative content analysis of 100 TikTok posts under the hashtag, and an artificial intelligence sentiment analysis across 8,877 comments. The results show a wide range of performance work that addresses issues of gender, sexual orientation, racial discrimination, and other types of current hate speech. In short, we conclude that TikTok has become a platform that seems to motivate activism and empowerment of marginalized groups through music frameworks that challenge social discrimination.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/#ThisIsMeChallengeEmpowermentMarginalized groupsSocial mediaTikTokTransmedia musicVideo activismjournal article10.17645/mac.v10i1.4715open access58 Pedagogía