TikTok and the Creation of Digital “Monsters”: Vulgarity as a New Model of Success

TikTok, which began as a platform for sharing fun and creative short videos, is evolving into something very different. Increasingly, the content dominating the scene isn’t characterized by creativity or talent, but by vulgarity, banality, and provocative behavior.

The result? TikTok is creating real “monsters” of communication, amplifying deviations that flatten on a model of vulgarity and stupidity, pushing more and more people to follow this trend to gain visibility and success.

Vulgarity and “Guapparia” as a Success Strategy

Uno dei fenomeni più evidenti su TikTok è la crescente popolarità di creator che utilizzano la volgarità come mezzo principale per attirare attenzione. Gridano, insultano, sbeffeggiano, e creano situazioni di conflitto apparente solo per ottenere visualizzazioni. A peggiorare la situazione, alcuni di loro assumono atteggiamenti da “guappi” o “personaggi”, spesso adottando pose da malavitosi, con l’intento di vendere prodotti o costruire una certa immagine. Questo tipo di comportamento non solo banalizza la comunicazione, ma la avvelena, rendendo i contenuti tossici la norma.

Il problema non risiede necessariamente in queste persone – la volgarità e il sensazionalismo esistono da sempre – ma nel modo in cui TikTok offre loro una piattaforma che amplifica esponenzialmente il loro impatto. L’algoritmo della piattaforma cinese sembra incentivare questi comportamenti, promuovendo video che suscitano più interazioni, indipendentemente dalla loro qualità o dal messaggio che veicolano. Invece di far ridimensionare questi fenomeni, TikTok li rende “trends“, spingendoli nelle bacheche di milioni di utenti.

The Sounding Board: The Ripple Effect on Creators

Another worrying aspect is the ripple effect that occurs among creators. When users see that these vulgar and provocative “characters” are successful, they begin to copy their model. Instead of focusing on originality, more and more creators are opting for the easy path of sensationalism, stooping to making banal sketches o stupid skits, with the sole aim of replicating the success of those who made it big thanks to vulgarity.

Questo fenomeno è particolarmente diffuso in alcune aree d’Italia, come la Campania, dove diversi “fenomeni” locali hanno accumulato milioni di follower semplicemente adottando uno stile che mescola la volgarità alla provocazione. Pur senza fare nomi, i riferimenti a certi personaggi sono chiari e sotto gli occhi di tutti.

Digital Monsters and Their Followers

The result is that our TikTok feeds are filled with videos of these “phenomena” yelling, insulting, throwing objects, or making fun of vulnerable groups, such as disabled people. Often, when someone tries to bring some sense into the comments, they are mocked or laughed at, creating a vicious cycle of negativity. These “digital monsters” don’t even realize the damage they are doing, nor how their actions are just the reflection of a desperate search for attention. In the end, what is perceived as “originality” is often just a superficial imitation of other equally vulgar creators.

The real problem is that TikTok not only allows these dynamics to proliferate, but encourages them. The platform's algorithms, designed to maximize engagement, tend to promote content that provokes reactions, regardless of its quality or social impact. Thus, these characters suddenly find themselves catapulted into the arena of success, with dizzying numbers in terms of followers and views.

The Difference Between Phenomenon and Sustainable Success

However, not all TikTok creators follow this path. There are examples of people who have achieved success thanks to creativity, intelligence and originality. Some of them have managed to conquer the general public, going beyond the boundaries of the platform and reaching a wider audience, even outside of TikTok. These creators, unfortunately, are in the minority, but they represent a beacon of hope in a landscape otherwise dominated by mediocre and vulgar content.

The vast majority of these vulgar “phenomena,” fortunately, remain confined to local success. Even though they boast millions of followers on TikTok, their impact is limited to a niche audience that feeds on this type of content. The problem, however, remains: TikTok continues to be the engine that amplifies and makes these digital “monsters” viral, transforming negative behaviors into trends followed by many.

The “Blessing” of TikTok

Ultimately, the responsibility is not only on those who create this vulgar and provocative content. These people have always existed and will probably always exist. The real issue is TikTok's role as a sounding board. The Chinese platform not only amplifies these behaviors, but legitimizes them, turning them into role models.

While some creators manage to break through thanks to their originality and talent, most of the content we see filling our feeds is nothing more than the consequence of a system that rewards vulgarity and provocation. And TikTok, with its algorithmic management oriented exclusively to numbers, is the main culprit of this social degradation.