Basil Jarrett | The clock is ticking on TikTok

LET’S GET one thing clear. I am not a fan of TikTok. Come to think of it, I’m not a big fan of social media, period. I think I’ve stated that repeatedly in these pages. It’s the devil’s playground, I tell my students, just before I tell them that to ignore or fail to embrace the technology is to sign your death warrant as a communications professional. Hypocrite much? Yes. Absolutely. But I’ve always believed that one can hate something yet still appreciate and make valuable use of it. Like WhatsApp – oh so valuable as a year-round communications tool; but oh so annoying on New Year’s Day, when everyone feels it is necessary to send the same tired Happy New Year memes and you’re desperately trying to sleep off the previous night’s rum-soaked adventures.

TIKTOK TROUBLES

It’s the big talk of the last two weeks. The United States has made waves globally with its ongoing efforts to curtail the operations of TikTok, citing national security and privacy concerns. Key to the US government’s argument is the platform’s alleged data-sharing with the Chinese government, raising alarms about privacy and cybersecurity risks. But wait. Didn’t Apple just agree to pay US$95 million in cash to settle a class-action lawsuit by two plaintiffs who said their private conversations mentioning Air Jordan sneakers and Olive Garden restaurants, triggered ads for those products? How different is that as a violation of users’ privacy? What did jackass say about the world, again? Anyway, I digress.

While the debate unfolds stateside, the ripples of a TikTok ban have extended far beyond American shores, reaching right here in Jamaica. For many of our local content creators, TikTok is more than just a social media app, it’s a livelihood. The question, then, is: how should Jamaica respond to protect its creative economy, while addressing (somewhat) legitimate cybersecurity concerns?

TIKTOK’S THREAT: LESSONS FROM THE US

So here’s what big Uncle Sam has said. TikTok users’ data, from location to browsing habits to personal information, could be accessed by the Chinese government, posing a risk to national security. For a small country like Jamaica, such fears may seem distant, but they are far from irrelevant. We are, after all, on a path towards digital transformation, with businesses, government agencies, and individuals embracing technology more than ever before. A significant part of this transformation involves the collection and management of data. The lessons from the US could, and probably should, push Jamaican regulators to assess the risks associated with platforms like TikTok and strengthen the country’s data protection framework.

Our 2020 Data Protection Act (DPA) is an excellent start, but the TikTok controversy reminds us that legislation alone is not enough. Regulators must still enforce these laws and ensure that platforms operating in Jamaica adhere to international privacy standards.

But here’s the issue. For many Jamaican content creators, TikTok is a lifeline, providing unprecedented access to the eyes, ears and pockets of a global audience. The platform’s algorithm, which favours creative and engaging content over polished production, has levelled the playing field, allowing Jamaicans with a smartphone, some data and an idea, to reach millions.

Jamaica’s culture – vibrant, energetic, brash – is perfectly suited to TikTok’s content trends. Dancehall challenges, comedic skits, culinary showcases and other things not fit for these wholesome pages have gained international attention, often going viral worldwide. These viral moments can translate into real opportunities for creators to earn money via a variety of income streams, such as brand deals and sponsorships, TikTok creator funds, live gifting and affiliate marketing, and cross-platform growth.

For Jamaican small businesses, TikTok is a cost-effective marketing tool, as creators partner with local brands to promote products ranging from skincare to food and beverages, reaching audiences far beyond Jamaica’s borders. I once saw a video of a lowly Jamaican box lunch being opened, which garnered over a million views. Go figure. The platform’s low barrier to entry makes it an inclusive space for aspiring entrepreneurs and creatives – I believe we call them influencers. But what happens if a TikTok ban in the US disrupts its operations globally?

THE FALLOUT OF A BAN: RISKS TO THE CREATIVE ECONOMY

A US ban on TikTok would undoubtedly affect Jamaican creators, as the app’s global operations could be severely impacted. Many creators depend on US-based audiences for views and engagement, which drive their monetisation. Without access to this audience, income streams for Jamaican creators could shrink dramatically.

Moreover, Jamaica’s creative economy, fuelled by music, dance, and storytelling, could lose a critical channel for showcasing its culture to the world. To say nothing of the missed opportunity for Jamaica as a nation to expand its soft power and global influence.

For one, we must take a proactive approach to safeguarding our digital and creative economies, while addressing cybersecurity risks. This naturally begins with strengthening our data protection and cybersecurity laws and frameworks by optimising our DPA with clear guidelines for how foreign platforms manage local user data. At the same time, we should be looking to support our creative economy by recognising that apps such as TikTok are more than just a doom scrolling addict’s best friend, but rather, a powerful tool for economic empowerment. Initiatives like grants, training programmes, and digital literacy campaigns can help creators diversify their content and their income streams. This support can also extend to building capacity for creators to monetise on other platforms, or, heaven forbid, build our own.

Don’t laugh at this last suggestion. Jamaica and its Caribbean neighbours could conceivably collaborate to develop or adopt alternative platforms that cater to the region’s unique needs. A Caribbean-centric app could focus on promoting local culture and ensuring data sovereignty, providing creators with a sustainable platform if TikTok becomes unavailable. Forgive me if that sounds too academic or improbable.

BALANCING RISKS AND REWARDS

Regardless of where you stand on the US ban on TikTok and the global tensions between innovation and security, the key for Jamaica should be to strike a balance. Social media, AI and apps such as TikTok are here to stay. The country must safeguard its digital landscape; but it must also nurture the creative economy that so many have grown dependent on. The question isn’t whether Jamaica can thrive without TikTok, but rather, it’s whether the country is ready to take control of its digital destiny.

Major Basil Jarrett is the director of communications at the Major Organised Crime and Anti-Corruption Agency (MOCA) and a crisis communications consultant. Follow him on Twitter, Instagram, Threads @IamBasilJarrett and linkedin.com/in/basiljarrett. Send feedback to columns@gleanerjm.com.