How to Spark Joy: Strategies of Depoliticization in Platform’s Corporate Social Initiatives

Despite social media companies’ public commitments to do good, they regularly face international criticism. This article explores how platforms engage in corporate public relations campaigns to negotiate social and political responsibilities. Through a qualitative analysis of the values promoted in the social initiative TikTok for Good, I show how TikTok promotes messages that amplify positivity, minimize negativity, and focus on individual well-being, while consistently assigning responsibility to other actors. Together, these strategies allow TikTok to symbolically empower users while maintaining control. I conceptualize these strategies that downplay and distance a company from conflicts associated with struggles over power as depoliticization by platforms. This study highlights platform companies’ soft forms of governance and demonstrates how the analysis of platform values allows researchers to cut through the strategic vagueness of claims to do good.