‘So, we have occupied TikTok’: Ukrainian women in #ParticipativeWar

This study discusses the use of TikTok during the war that began with the Russian attack on Ukraine in February 2022. TikTok has been the fastest growing social media channel and is known for its young user base. Although associated with lifestyle and light entertainment, it also become an important arena in the war. Young people abroad used TikTok to obtain information about the conflict and to comment on or share it. This article presents a case study of five young Ukrainian women who captured the attention and sympathy of international audiences via TikTok. The authors study how the women succeeded as influencers and the variety of roles they took on in their performances. For the latter, they suggest a classification scheme for war influencer roles. In addition, they analyse data on the reactions from their audiences, as they appeared in the comments field. In a longer discussion section, the article goes deeper into the gender dimension of war and social media, as well as the possibilities of cosmopolitanism or affective publics. Finally, the authors suggest directions for future research.