Black summer on TikTok and ABC news: Shaping cultural identity during an Australian bushfire crisis

This study investigates the role of two intermediaries, a mainstream media outlet and a popular digital media platform, to shape cultural identity through a case study of the 2019-2020 Australian bushfire crisis (colloquially known as the ‘Black Summer’). Theoretically framed by networked publics, this study explores the vernacular creativity of social media users and mainstream media coverage during the Black Summer bushfire crisis. Findings draw on a thematic analysis of 100 news articles published between September 2019 and January 2020 by the Australian Broadcasting Corporation (ABC) randomly selected from a larger corpus of bushfire coverage (n = 1269) and 120 TikTok videos posted between November 2019 and January 2021 that included prominent hashtags associated with the bushfires. Findings from news coverage highlight the ways in which the ABC framed the role of social media to connect with wider audiences while preserving their values as a public service media outlet. Findings from TikTok videos illustrate the role of ‘templates’ that encourage user participation and vernacular creativity on the platform. Comparing coverage of the bushfires on the ABC and TikTok revealed a shared set of striking visual elements used to shape cultural identity, communicate information, and make sense of a significant public crisis. This article offers directions for future research to explore the relationships and tensions between digital content creators and journalists and their capacity to create and contest cultural identities and imaginaries.