Short videos, big impact : how Gen Zers make sense of ADHD-related content on TikTok : a thesis submitted in partial fulfilment of the requirements for the degree of Master of Arts in Psychology at Massey University, Wellington, New Zealand

Abstract

The rapid increase in popularity of ADHD-related videos on TikTok has raised concerns among mental health professionals and academics, who worried that young adults were self-diagnosing with ADHD based on TikToks and that the platform's misleading content could pose a public health risk. These concerns occurred against a backdrop of rising ADHD diagnoses in Aotearoa New Zealand and globally. However, little was known about these developments from the perspective of young adults. This study aimed to explore how Gen Zers, the primary demographic of TikTok, in Aotearoa New Zealand interpreted and engaged with ADHD-related content. To address the study’s aim, semi-structured interviews were conducted with ten Gen Zers using media-go-along and situated talk methods. The transcripts were analysed using phenomenologically informed thematic analysis, resulting in the development of three superordinate themes. The first theme, “TikTok Impacts Awareness and Attitudes Towards ADHD”, explored how participants viewed TikTok as raising awareness about ADHD and fostering a better understanding of the condition, which helped reduce stigma. The second theme, “TikTok as a Platform for ADHD Empowerment”, examined how participants felt empowered by engaging with the ADHD community on TikTok, using others' lived experiences for self-discovery, reassurance, and validation, while also learning practical ADHD affirming strategies. The third theme, “TikTok Risks Stigmatising ADHD”, highlighted participants' concerns about the platform, including the spread of misinformation and the rise of ADHD self-diagnoses, both of which could reinforce the stigma surrounding the platform and the condition. The study identified the complexities young adults faced when engaging with ADHD content on TikTok. While the platform offered significant benefits, these benefits could be undermined by the stigma associated with the platform, which participants believed was perpetuated by older generations, including healthcare professionals. The findings revealed that young adults' relationships with ADHD content on TikTok were more nuanced than portrayed in the media. The platform played a significant role in shaping their personal experiences, identity formation, help seeking behaviours, and understanding of ADHD and the neurodiversity movement.