Culture Of Shame: A Tiktok Video Sentiment Analysis On Comments Around Female Genital Mutilation (FGM) in Sub-Saharan Africa

Abstract

This study explores public sentiments to Female Genital Mutilation (FGM) on TikTok, analyzing comments from six videos to understand the emotional, cultural, and social dimensions of the discourse. Using a digital humanities approach, the research employs computational tools such as MaveSave, Julius AI, and Voyant Tools to analyze sentiments focusing on themes and patterns in TikTok comments on the subject. The findings reveal a predominantly negative (30.5%) and neutral (48.7%) sentiment, with no comments explicitly supporting FGM, indicating a strong rejection of the practice. Frequent phrases like ‘so sorry’ and empathetic emojis such as the ‘puppy eyes’ emoji highlight the emotional intensity of the responses, reflecting widespread empathy for survivors and condemnation of FGM. Thematic analysis identifies key themes of gender-based oppression, suffering, and resilience, with words like ‘women,’ ‘girls,’ and ‘barbaric’ dominating the discourse. The most-liked comments often praise survivors' bravery and call for action, emphasizing the need for medical, psychological, and legal interventions. Additionally, the prevalence of questions such as ‘What is FGM?’ and ‘Why is it done?’ signify a significant lack of awareness, highlighting the importance of education on the subject. The study concludes that digital platforms like TikTok have the potential to serve as powerful spaces for raising awareness, challenging harmful cultural practices, and mobilizing global efforts to end FGM. However, continued education, advocacy, and support for survivors are essential to address the root causes of FGM and promote gender equality. By leveraging digital communication, this research contributes to the broader fight against FGM, offering new insights into how online spaces can shape public opinion and drive social change.

Date of Award	2025
Original language	American English
Awarding Institution	HBKU College of Humanities and Social Science