THE INFLUENCE OF TIKTOK-BASED CONFLICT NARRATIVES ON YOUTH PERCEPTIONS OF VIOLENCE AND HEROISM IN KHYBER PAKHTUNKHWA

Abstract

This study investigates the influence of TikTok-based conflict narratives on youth perceptions of violence and heroism in Khyber Pakhtunkhwa, Pakistan, where digital media use intersects with a history of conflict. Conflict narrative normalization is defined here as the gradual acceptance or romanticization of violent acts, militant symbols, and resistance-oriented messaging as socially acceptable or admirable behaviors. Drawing on Cultivation Theory and Social Learning Theory, a quantitative survey was conducted with 400 TikTok users aged 18–29, selected through stratified random sampling across rural and urban areas. Data were gathered using a validated questionnaire measuring TikTok usage patterns, conflict perceptions, and observational learning (overall reliability α = 0.87) and analyzed using SPSS. Assumption testing confirmed normality, homoscedasticity, and absence of multicollinearity. The analysis revealed strong positive relationships between TikTok usage, conflict perceptions, and observational learning, indicating that greater engagement with the platform is associated with heightened acceptance of conflict-related narratives. Regression analysis further showed that both TikTok usage — supporting Cultivation Theory — and observational learning — supporting Social Learning Theory — jointly accounted for a substantial proportion of variance in conflict perceptions. The findings highlight TikTok’s role as a potent agent of socialization in conflict-prone contexts, underscoring the need for media literacy initiatives, culturally sensitive content regulation, targeted NGO and government-led peace campaigns, and the promotion of narratives that counterbalance violent or militant themes.