StopAsianHate: A content analysis of TikTok videos focused on racial discrimination against Asians and Asian Americans during the COVID-19 pandemic

This cross-sectional, descriptive study conducted in January 2022 reviewed 100 TikTok videos using the hashtag #StopAsianHate. Categoriesof Asian and Asian American (referred to hereafter as Asian) abuse/attack (N = 57) and awareness of Asian hate & hate crimes (N = 52) were observed in over 50% of videos. The following themes were of significance: Asian abuse/attack (p = .0079), awareness of Asian hate and hate crimes (p < .0001), somber tone/expression of sadness (p = .0025), stop Asian hate messages (p = .0380), media report of Asian hate crime (p =.0004), and mention of COVID/virus is hate p=.0103). Thus, the videos which raised awareness and specifically focused on abuse were more likely to be shared. TikTok is being used as a space for marginalized groups to raise consciousness on public health issues and injustices. These insights can potentially inform health communication efforts, cultural competency training, and targeted mental health support to address health equity and improve public health outcomes of Asian.