A Now You See Me: Discussing Youth Privacy Paradox and Contextual Integrity in TikTok
Keywords:
Keywords: Paradox Privacy, Privacy Contextual Integrity, Social Networking Sites, TikTok, YouthAbstract
Privacy has emerged as a critical subject for media and communication research, especially with the youth's growing use of TikTok as a social networking site. This study aims to describe privacy among active young TikTok users through the perspective of the Contextual Integrity Privacy Theory by Helen Nissenbaum and the Privacy Paradox. This study adopts a qualitative research approach and a single case study. This research was analyzed through in-depth interviews with seven TikTok users aged 15-24. The findings reveal how youth navigate privacy concerns in their data practices, highlighting the role of contextual integrity in shaping their decisions. Participants demonstrated an acute awareness of privacy risks and employed strategies such as selective sharing, pseudonym use, and engagement with privacy tools to safeguard personal information. However, the study also highlights the persistence of the privacy paradox, where the desire for social validation often conflicts with privacy behaviors. These insights contribute to the theoretical discourse on privacy and offer practical recommendations for robusting safer and more transparent digital environments for youth.
Downloads
Download data is not yet available.
References
Adorjan, M., & Ricciardelli, R. (2019). A new privacy paradox? Youth agentic practices of privacy management despite ‘nothing to hide' online. Canadian Review of Sociology. Pre-publication accepted version.
Al Haidar, F., & Tutiasri, R. P. (2023). Strategi Pengelolaan Privasi Remaja pada Orang Tua di Instagram. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Sosial dan Informasi, 8(3), 510-522. http://dx.doi.org/10.52423/jikuho.v8i3.87.
Badillo-Urquiola, K., Page, X., & Wisniewski, P. (2018). Examining Contextual Integrity within Human-Computer Interaction. Proceedings of the ACM on Human-Computer Interaction, 2(CSCW), Article 99. https://doi.org/10.1145/3274368.
Balleys, C., & Coll, S. (2017). Being publicly intimate: Teenagers managing online privacy. Media, Culture & Society, 39(6), 885-901. https://doi.org/10.1177/0163443716679033.
Bandara, R., Fernando, M. & Akter, S. (2017). The Privacy Paradox in The Data-Driven Marketplace: The Role of Knowledge Deficiency and Psychological Distance. Procedia Computer Science. 121: 562-567.
Barth, S., & de Jong, M. D. T. (2017). The privacy paradox – Investigating discrepancies between expressed privacy concerns and actual online behavior – A systematic literature review. Telematics and Informatics, 34(7), 1038-1058. https://doi.org/10.1016/j.tele.2017.04.013
Boyd, D. (2014). It's Complicated: The Social Lives of Networked Teens. Yale University Press.
Brown, B. (2001). Studying the Internet Experience. Hewlett-Packard Company. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=563a300a287ff45eb897d100f26d59d4d87c62c2
Coetzee, G. K. (2017). Mapping sexuality: Understanding the knowledge, attitudes ,and perceptions of adolescent females towards sexuality and sexual and reproductive health in KwaZulu-Natal, South Africa. https://core.ac.uk/download/196551410.pdf.
De Wolf, R. (2016). Group Privacy Management Strategies and Challenges in Facebook: A Focus Group Study among Flemish Youth Organizations. Cyberpsychology: Journal of Psychological Research on Cyberspace. 10(1). https://doi.org/10.5817/CP2016-1-5.
Dwyer, N. (2011). Traces of Digital Trust: An Interactive Design Perspective [Doctoral Dissertation, Victoria University]. VU Research Repository.
EDPB. (2021, July 22). Dutch DPA: TikTok Fined for Violating Children's Privacy. European Data Protection Board. https://www-edpb-europa-eu.translate.goog/news/national-news/2021/dutch-dpa-tiktok-fined-violating-childrens-privacy_en?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=sge#:~:text=DPA%20Belanda:%20TikTok%20didenda%20karena%20melanggar%20privasi%20anak%2Danak,-22%20Juli%202021&text=Otoritas%20Perlindungan%20Data%20Belanda%20(DPA,berdasarkan%20undang%2Dundang%20perlindungan%20data.
Fiesler, C., & Proferes, N. (2018). Participant perceptions of Twitter research ethics. Social Media + Society, 4(1), 1-14. doi:10.1177/2056305118763366.
Grigoriev, S. (2019). Postpositivism and The Logic of The Avant-Garde. History and Theory. 58(1): 89-111. https://doi.org/10.1111/hith.12101
Grodzinsky, F., & Tavani, H. T. (2011). Privacy in "The Cloud": Applying Nissenbaum's Theory of Contextual Integrity. ACM SIGCAS Computers and Society, 41(1), 38-47. https://doi.org/10.1145/2040787.2040794.
Hadi, A. (2023, August 30). Cybersecurity Threats Decreasing, with AI Deployed by Both Sides. The Jakarta Post. https://www.thejakartapost.com/business/2023/08/30/cybersecurity-threats-decreasing-with-ai-deployed-by-both-sides.htmlHan, S. (2011). Helen Nissenbaum Privacy in Context: Technology, Policy, and The Integrity of Social Life. Journal of Information Policy. 1:149-151.
Hirschprung, R.S. (2023). Is the Privacy Paradox a Domain-Specific Phenomenon Computers. 12(8). https://doi.org/10.3390/computers12080156.
Islami, Z. (2023). Cetak Biru Cinta: Keluarga, Pengabaian, dan Relasi Romantis Idaman. Akhir Pekan
Jensen, M.J. (2023). Increasing Self-Efficacy and Engagement in Occupational Therapy Education through the Use of an Unfolding Case Study Curricular Design. Journal of Occupational Therapy Education. 7(1). https://doi.org/10.26681/jote.2023.070109
Kumar, P. C., Zimmer, M., & Vitak, J. (2024). A Roadmap for Applying the Contextual Integrity Framework in Qualitative Privacy Research. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW1), Article 219. https://doi.org/10.1145/3653710.
Kusumastuti, F., Astuti, S.I. & Kurnia, N. (2021). Pengantar Modul Etis Bermedia Digital. In F. Kusumastuti & S.I. Astuti. (Eds.), Modul Etis Bermedia Digital (pp. 13-30). Kementerian Komunikasi dan Informatika.
Kuss, D.J. & Griffiths, M.D. (2017). Social Networking Sites and Addiction: Ten Lessons Learned. International Journal of Environment. Research & Public Health. 14(3):311. https://doi.org/10.3390/ijerph14030311.
Li, H., Yu. L. & Wu, H. (2019). The Impact of GDPR on Global Technology Development. Journal of Global Information Technology Management. 22(1): 1-6. doi: 10.1080/1097198X.2019.1569186.
Livingstone, S., Stoilova, M., & Nandagiri, R. (2019). Children's data and privacy online: Growing up in a digital age. An evidence review. London: London School of Economics and Political Science.
Madden, M., Lenhart, A., Cortesi, S., & Gasser, U. (2013). Teens, Social Media, and Privacy. Pew Research Center.
Malkin, N. (2022). Contextual Integrity, Explained: A More Usable Privacy Definition. IEEE Security & Privacy, 20(6), 16-25. https://doi.org/10.1109/MSEC.2022.3201585.
Marwick, A., Fontaine, C., & Boyd, d. (2017). Nobody Sees It, Nobody Gets Mad: Social Media, Privacy, and Personal Responsibility Among Low-SES Youth. Social Media + Society, 3(2). https://doi.org/10.1177/2056305117710455.
Nissenbaum, H. (2004). Privacy as contextual integrity. Washington Law Review, 79(1), 119–158.
Nissenbaum, H. (2009). Privacy in Context: Technology, Policy, and The Integrity of Social Life. Stanford University Press.
Rinestu, Y., & Handayani, W. (2021). Manajemen privasi komunikasi media sosial Twitter oleh mahasiswa UNY. Jurnal Komunikasi dan Sosial, 2(1), 22-32. https://doi.org/10.12345/jks.v2i1.41668.
Riyanto, GP & Pratomo, Y. (2023, September 19). TikTok Didenda Rp 5,6 Triliun, Buntut Kasus Pelanggaran Privasi Anak. Kompas.com. https://tekno.kompas.com/read/2023/09/19/13050017/tiktok-didenda-rp-56-triliun-buntut-kasus-pelanggaran-privasi-anak?page=all
Roderick, M. (2020, September 2). The Average Social Media Privacy Policy Takes an Hour to Read. The Realtime Report.https://therealtimereport.com/2020/09/02/the-average-social-media-privacy-policy-takes-an-hour-to-read/
Saraswati, I. (2021). Melihat peran perantara dalam kasus penyebaran video non-konsensual dengan kerangka contextual integrity. Jurnal Wanita dan Keluarga, 2(2), 93-106. https://doi.org/10.22146/jwk.3618.
Siibak, A. & Traks, K. (2019). The Dark Sides of Sharenting. Catalan Journal of Communication and Cultural Studies. 11(1): 115-121.
Smirnova, Y. & Morales, V.T. (2024). Understanding Challenges of GDPR Implementation in Business Enterprises: A Systematic Literature Review. International Journal of Law and Management. DOI:10.1108/IJLMA-08-2023-0170
Sun, Y. (2024). Emerging Dialogue on Postpositivist Philosophies of the Social Sciences. Innovation in the Social Sciences. 2(2): 119-122
Taddicken, M. (2014). The Privacy Paradox in The Social Web: The Impact of Privacy Concerns, Individual Characteristics, and the Perceived Social Relevance on Different Forms of Self Disclosure. Journal of Computer-Mediated Communication. 19(2): 248-273. https://doi.org/10.1111/jcc4.12052
Thompson, J. (2011). Communication privacy management in college athletics: Exploring privacy dilemmas in the athletic/academic advisor student-athlete interpersonal relationship. Journal of Applied Sport Management, 3(1), 44-60. https://trace.tennessee.edu/jasm/vol3/iss1/14.
TikTok. (2020, June 19). Bagaimana TikTok Rekomendasikan Video #ForYou. TikTok. https://newsroom.tiktok.com/in-id/for-you-page.
Trepte, S., & Reinecke, L. (Eds.). (2011). Privacy Online: Perspectives on Privacy and Self-Disclosure in the Social Web. Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-642-21521-6.
Trninic, D., & Kupresanin Vukelic, A. (2021). Privacy on the Internet Concerning Generation Z in Bosnia and Herzegovina. Media Literacy and Academic Research, 4(1), 180-196. https://doi.org/10.12345/mlar.2021.01.
United Nations. (2013). Definition of Youth. UN Youth. https://www.un.org/esa/socdev/documents/youth/fact-sheets/youth-definition.pdf.
Valkenburg, P. M., & Peter, J. (2009). Social consequences of the Internet for adolescents: A decade of research. Current Directions in Psychological Science, 18(1), 1-5. https://doi.org/10.1111/j.1467-8721.2009.01595.x.
Kemp, S. (2024, January). Digital 2024: 5 Billion Social Media Users. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024-5-billion-social-media-users/.
Wilson, N.H. & Mayrl, D. (2024). After Positivism: New Approaches to Comparison in Historical Sociology. Columbia University Press.
Yin, R.K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications Inc.
Zhang, R., & Fu, J. S. (2020). Privacy Management and Self-Disclosure on Social Network Sites: The Moderating Effects of Stress and Gender. Journal of Computer-Mediated Communication, 25(3), 236-251. https://doi.org/10.1093/jcmc/zmaa004.
Al Haidar, F., & Tutiasri, R. P. (2023). Strategi Pengelolaan Privasi Remaja pada Orang Tua di Instagram. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Sosial dan Informasi, 8(3), 510-522. http://dx.doi.org/10.52423/jikuho.v8i3.87.
Badillo-Urquiola, K., Page, X., & Wisniewski, P. (2018). Examining Contextual Integrity within Human-Computer Interaction. Proceedings of the ACM on Human-Computer Interaction, 2(CSCW), Article 99. https://doi.org/10.1145/3274368.
Balleys, C., & Coll, S. (2017). Being publicly intimate: Teenagers managing online privacy. Media, Culture & Society, 39(6), 885-901. https://doi.org/10.1177/0163443716679033.
Bandara, R., Fernando, M. & Akter, S. (2017). The Privacy Paradox in The Data-Driven Marketplace: The Role of Knowledge Deficiency and Psychological Distance. Procedia Computer Science. 121: 562-567.
Barth, S., & de Jong, M. D. T. (2017). The privacy paradox – Investigating discrepancies between expressed privacy concerns and actual online behavior – A systematic literature review. Telematics and Informatics, 34(7), 1038-1058. https://doi.org/10.1016/j.tele.2017.04.013
Boyd, D. (2014). It's Complicated: The Social Lives of Networked Teens. Yale University Press.
Brown, B. (2001). Studying the Internet Experience. Hewlett-Packard Company. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=563a300a287ff45eb897d100f26d59d4d87c62c2
Coetzee, G. K. (2017). Mapping sexuality: Understanding the knowledge, attitudes ,and perceptions of adolescent females towards sexuality and sexual and reproductive health in KwaZulu-Natal, South Africa. https://core.ac.uk/download/196551410.pdf.
De Wolf, R. (2016). Group Privacy Management Strategies and Challenges in Facebook: A Focus Group Study among Flemish Youth Organizations. Cyberpsychology: Journal of Psychological Research on Cyberspace. 10(1). https://doi.org/10.5817/CP2016-1-5.
Dwyer, N. (2011). Traces of Digital Trust: An Interactive Design Perspective [Doctoral Dissertation, Victoria University]. VU Research Repository.
EDPB. (2021, July 22). Dutch DPA: TikTok Fined for Violating Children's Privacy. European Data Protection Board. https://www-edpb-europa-eu.translate.goog/news/national-news/2021/dutch-dpa-tiktok-fined-violating-childrens-privacy_en?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=sge#:~:text=DPA%20Belanda:%20TikTok%20didenda%20karena%20melanggar%20privasi%20anak%2Danak,-22%20Juli%202021&text=Otoritas%20Perlindungan%20Data%20Belanda%20(DPA,berdasarkan%20undang%2Dundang%20perlindungan%20data.
Fiesler, C., & Proferes, N. (2018). Participant perceptions of Twitter research ethics. Social Media + Society, 4(1), 1-14. doi:10.1177/2056305118763366.
Grigoriev, S. (2019). Postpositivism and The Logic of The Avant-Garde. History and Theory. 58(1): 89-111. https://doi.org/10.1111/hith.12101
Grodzinsky, F., & Tavani, H. T. (2011). Privacy in "The Cloud": Applying Nissenbaum's Theory of Contextual Integrity. ACM SIGCAS Computers and Society, 41(1), 38-47. https://doi.org/10.1145/2040787.2040794.
Hadi, A. (2023, August 30). Cybersecurity Threats Decreasing, with AI Deployed by Both Sides. The Jakarta Post. https://www.thejakartapost.com/business/2023/08/30/cybersecurity-threats-decreasing-with-ai-deployed-by-both-sides.htmlHan, S. (2011). Helen Nissenbaum Privacy in Context: Technology, Policy, and The Integrity of Social Life. Journal of Information Policy. 1:149-151.
Hirschprung, R.S. (2023). Is the Privacy Paradox a Domain-Specific Phenomenon Computers. 12(8). https://doi.org/10.3390/computers12080156.
Islami, Z. (2023). Cetak Biru Cinta: Keluarga, Pengabaian, dan Relasi Romantis Idaman. Akhir Pekan
Jensen, M.J. (2023). Increasing Self-Efficacy and Engagement in Occupational Therapy Education through the Use of an Unfolding Case Study Curricular Design. Journal of Occupational Therapy Education. 7(1). https://doi.org/10.26681/jote.2023.070109
Kumar, P. C., Zimmer, M., & Vitak, J. (2024). A Roadmap for Applying the Contextual Integrity Framework in Qualitative Privacy Research. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW1), Article 219. https://doi.org/10.1145/3653710.
Kusumastuti, F., Astuti, S.I. & Kurnia, N. (2021). Pengantar Modul Etis Bermedia Digital. In F. Kusumastuti & S.I. Astuti. (Eds.), Modul Etis Bermedia Digital (pp. 13-30). Kementerian Komunikasi dan Informatika.
Kuss, D.J. & Griffiths, M.D. (2017). Social Networking Sites and Addiction: Ten Lessons Learned. International Journal of Environment. Research & Public Health. 14(3):311. https://doi.org/10.3390/ijerph14030311.
Li, H., Yu. L. & Wu, H. (2019). The Impact of GDPR on Global Technology Development. Journal of Global Information Technology Management. 22(1): 1-6. doi: 10.1080/1097198X.2019.1569186.
Livingstone, S., Stoilova, M., & Nandagiri, R. (2019). Children's data and privacy online: Growing up in a digital age. An evidence review. London: London School of Economics and Political Science.
Madden, M., Lenhart, A., Cortesi, S., & Gasser, U. (2013). Teens, Social Media, and Privacy. Pew Research Center.
Malkin, N. (2022). Contextual Integrity, Explained: A More Usable Privacy Definition. IEEE Security & Privacy, 20(6), 16-25. https://doi.org/10.1109/MSEC.2022.3201585.
Marwick, A., Fontaine, C., & Boyd, d. (2017). Nobody Sees It, Nobody Gets Mad: Social Media, Privacy, and Personal Responsibility Among Low-SES Youth. Social Media + Society, 3(2). https://doi.org/10.1177/2056305117710455.
Nissenbaum, H. (2004). Privacy as contextual integrity. Washington Law Review, 79(1), 119–158.
Nissenbaum, H. (2009). Privacy in Context: Technology, Policy, and The Integrity of Social Life. Stanford University Press.
Rinestu, Y., & Handayani, W. (2021). Manajemen privasi komunikasi media sosial Twitter oleh mahasiswa UNY. Jurnal Komunikasi dan Sosial, 2(1), 22-32. https://doi.org/10.12345/jks.v2i1.41668.
Riyanto, GP & Pratomo, Y. (2023, September 19). TikTok Didenda Rp 5,6 Triliun, Buntut Kasus Pelanggaran Privasi Anak. Kompas.com. https://tekno.kompas.com/read/2023/09/19/13050017/tiktok-didenda-rp-56-triliun-buntut-kasus-pelanggaran-privasi-anak?page=all
Roderick, M. (2020, September 2). The Average Social Media Privacy Policy Takes an Hour to Read. The Realtime Report.https://therealtimereport.com/2020/09/02/the-average-social-media-privacy-policy-takes-an-hour-to-read/
Saraswati, I. (2021). Melihat peran perantara dalam kasus penyebaran video non-konsensual dengan kerangka contextual integrity. Jurnal Wanita dan Keluarga, 2(2), 93-106. https://doi.org/10.22146/jwk.3618.
Siibak, A. & Traks, K. (2019). The Dark Sides of Sharenting. Catalan Journal of Communication and Cultural Studies. 11(1): 115-121.
Smirnova, Y. & Morales, V.T. (2024). Understanding Challenges of GDPR Implementation in Business Enterprises: A Systematic Literature Review. International Journal of Law and Management. DOI:10.1108/IJLMA-08-2023-0170
Sun, Y. (2024). Emerging Dialogue on Postpositivist Philosophies of the Social Sciences. Innovation in the Social Sciences. 2(2): 119-122
Taddicken, M. (2014). The Privacy Paradox in The Social Web: The Impact of Privacy Concerns, Individual Characteristics, and the Perceived Social Relevance on Different Forms of Self Disclosure. Journal of Computer-Mediated Communication. 19(2): 248-273. https://doi.org/10.1111/jcc4.12052
Thompson, J. (2011). Communication privacy management in college athletics: Exploring privacy dilemmas in the athletic/academic advisor student-athlete interpersonal relationship. Journal of Applied Sport Management, 3(1), 44-60. https://trace.tennessee.edu/jasm/vol3/iss1/14.
TikTok. (2020, June 19). Bagaimana TikTok Rekomendasikan Video #ForYou. TikTok. https://newsroom.tiktok.com/in-id/for-you-page.
Trepte, S., & Reinecke, L. (Eds.). (2011). Privacy Online: Perspectives on Privacy and Self-Disclosure in the Social Web. Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-642-21521-6.
Trninic, D., & Kupresanin Vukelic, A. (2021). Privacy on the Internet Concerning Generation Z in Bosnia and Herzegovina. Media Literacy and Academic Research, 4(1), 180-196. https://doi.org/10.12345/mlar.2021.01.
United Nations. (2013). Definition of Youth. UN Youth. https://www.un.org/esa/socdev/documents/youth/fact-sheets/youth-definition.pdf.
Valkenburg, P. M., & Peter, J. (2009). Social consequences of the Internet for adolescents: A decade of research. Current Directions in Psychological Science, 18(1), 1-5. https://doi.org/10.1111/j.1467-8721.2009.01595.x.
Kemp, S. (2024, January). Digital 2024: 5 Billion Social Media Users. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024-5-billion-social-media-users/.
Wilson, N.H. & Mayrl, D. (2024). After Positivism: New Approaches to Comparison in Historical Sociology. Columbia University Press.
Yin, R.K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications Inc.
Zhang, R., & Fu, J. S. (2020). Privacy Management and Self-Disclosure on Social Network Sites: The Moderating Effects of Stress and Gender. Journal of Computer-Mediated Communication, 25(3), 236-251. https://doi.org/10.1093/jcmc/zmaa004.
Downloads
Published
2025-12-30
How to Cite
Firdhausi, A., & Nurlatifah, M. (2025). A Now You See Me: Discussing Youth Privacy Paradox and Contextual Integrity in TikTok. Ultimacomm: Jurnal Ilmu Komunikasi, 17(1), 23–38. Retrieved from https://ejournals.umn.ac.id/index.php/FIKOM/article/view/4001
Issue
Section
Articles
License
Copyright (c) 2025 Azmi Firdhausi, Mufti Nurlatifah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Ultimacomm Jurnal Ilmu Komunikasi allows readers to read, download, copy, distribute, print, search, or link to its articles' full texts and allows readers to use them for any other lawful purpose. The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions
1. Authors are allowed to archive their submitted article in an open access repository
2. Authors are allowed to archive the final published article in an open access repository with an acknowledgment of its initial publication in this journal
