TikTok P1: Digital Divination: Exploring Tarot and Angel Card Healers on TikTok

Ever wondered how the spiritual world of Tarot and Angel Card Healers navigate the digital realm of TikTok? My co-researcher, Natalie Katchouh and I journey into the captivating realm of these unique content creators and their adept use of digital marketing. We unravel the controversies they face, the dangers of propagating health and well-being information on social media, and the issues arising from internet addiction.

In the latter part of our discussion, we draw connections between card readings and expressive art therapy, delving into the American Art Therapy Association's definition and relevant psychotherapy methodologies. We touch on how mental health care is evolving in digital channels and the ethical challenges this new frontier presents. We also share findings from our engaging research on the online existence of Tarot and Angel Card Healers, and the sentiment and commercial functions at play. Tune in for an insightful exploration into the intersection of social media, digital marketing, and mental health!

Join us at the Conscious Breathing & Meditation, Mindfulness and Emotional Well-being Track in Room D at EWBIC on Friday, July 21, where we will present our final conclusions and results. For more information or to register, please visit: https://www.ewbi-canada.org/ewbic2023/.

Transcript

Welcome to the latest episode of The Incongruent, where we delve into more alternative subjects. Today's episode is the first of two parts which discus the intriguing world of a segment of TikTok influencers known as "tarot or angel card healers". These unique content creators have taken advantage of the popular social media platform, TikTok, to promote a wide range of wellness-related products and services.

Before we delve into these topics, let's provide some background on our research. This study was initiated in response to a call for papers from Middlesex University Mauritius for the 1st Emotional Well-being International Conference 2023 (EWBIC 2023). The conference's theme, "Advancing the understanding and impacts of emotional well-being towards flourishing societies," aligns perfectly with the research interests of my co-researcher, Nathalie Kachshooaa. Nathalie, who specializes in short-form videos and photography distributed through Instagram and TikTok, has observed a new trend related to TikTok Tarot/angel card readers. As digital entrepreneurs and early-stage researchers, we found this topic intriguing and relevant to our teaching and learning endeavors ourselves, particularly within the realm of digital marketing strategies.

 INTRODUCTION

 Our research focuses on 50 TikTok card readers who have developed a niche audience ranging from 10,000 to 1 million followers. Their short videos, typically lasting between 60 seconds and 3 minutes, have garnered impressive view counts, ranging from 1,000 to 2.2 million, with an average engagement rate of 13%. These content creators have successfully monetized their content through various strategies, including tipping, affiliate marketing, drop-shipping, and sales of exclusive live and recorded content mediated by platforms like Snipfeed and Linktree. These techniques have broader implications for social media content creation, digital marketing, and e-commerce entrepreneurship.

However, it is important to note that this community is not without controversy. Scammers frequently steal and misuse content and the online identities of other influencers. There have also been reports of users receiving threatening or unsolicited messages, and some content creators have employed deceitful tactics to confuse vulnerable individuals following periods of grief or the breakdown of romantic relationships.

Moreover, TikTok itself has faced criticism for enabling the spread of disinformation, particularly in the field of mental health advice. Studies in trade and academic media have called for increased regulation to prevent the dissemination of potentially harmful recommendations from pseudo-health experts and fraudsters.

To ensure a robust foundation for our study, we referred to previous research examining conventions of meditative videos on platforms like YouTube. We also formulated research aims and questions that explore how TikTok features contribute to the provision of meaning, happiness, and purpose through spiritual guidance. Additionally, we aim to investigate whether this form of activity contributes to wellness discourse.

 ETHICS

 First, let's discuss the ethical issues we encountered during our research journey. Conducting research on social media networks like TikTok poses unique challenges. While these platforms provide new avenues for participant recruitment and data collection, researchers must carefully navigate complex ethical considerations. Social media and social networking sites are public spaces, but they also raise concerns regarding privacy and consent.

In our study, we took into account the public nature of TikTok and the voluntary nature of users' engagement with the platform. We recognized that participants should reasonably expect their content to be viewed and shared by others, as indicated in TikTok's terms of service. However, it is crucial to establish a strong ethical foundation for research, irrespective of what is permitted by law or corporate terms and conditions. We adopted a framework outlined by Eysenbach (2001), which emphasizes considerations of intrusiveness, potential harm, privacy expectations, confidentiality, and informed consent.

We acknowledge the complex nature of research ethics in digital spaces, where privacy settings and terms and conditions govern user interactions. We also recognize that social media users, including content creators, are often aware of the limitations to their privacy and intellectual property rights. However, we made certain ethical decisions in our study to respect the norms of the communities we were observing. For example, we excluded videos where content creators engaged in explicit religious rituals or sought to protect their anonymity. We also refrained from analyzing user comments that could potentially compromise confidentiality or touch upon health-related concerns. Our focus therefore has primarily been on content creators who openly share their identities and engage in commercial activities.

 PROBLEMATIC INTERNET USE

 Continuing our exploration of the complex issues surrounding social media use and its impact on health and well-being, we now turn our attention to the problems associated with excessive internet and social media use. Moretta et al. (2022) have highlighted the concept of problematic use of the internet and social media, which encompasses various symptoms triggered by excessive time spent with technology. This area has been extensively studied for over two decades, and the symptoms typically involve diminished control over online engagement, despite experiencing negative consequences in important areas of life.

To assess levels of addiction to social media, several models have been developed, including the Addictive Tendencies  📍 Scale (ATS), the Bergen Facebook Addiction Scale (BFAS), the Bergen Social Media Addiction Scale (BSMAS), the E-Communication Addiction Scale, and the Social Media Use Questionnaire (SMUQ). These measurement tools reflect the growing interest in understanding and addressing this emerging area of well-being (Moretta et al., 2022).

The criteria assessed in these tools are highly relevant when considering the use of TikTok in the context of our study. They consider factors such as the visual, auditory, and tactile cues to which users are exposed on the platform. Additionally, the tools explore the various engagements users have on TikTok, such as likes, shares, comments, and tags, and how these interactions may generate Pavlovian responses. They also highlight the influence of conditioned internet cues, which can include explicit directions, following trends, cultural values, implicit messages, and even AI algorithms. Lastly, the tools consider the impact of novel material made possible by the dominance of digital content in virtual worlds (Moretta et al., 2022).

 HEALTH AND WELLBEING MISINFORMATION

 Moving on, it is crucial to address the dangers associated with the dissemination of health and well-being information on social media platforms, particularly TikTok. Moretta et al. (2022) and Zenone et al. (2021) argue that social media, including TikTok, should be recognized as a new public health concern. The potential risks include supporting the advertising of regulated products like tobacco and alcohol, offering unqualified medical advice in inappropriate settings, sharing misinformation, and pursuing investor interests that may conflict with public well-being. Recent studies have shown the alarming extent of people seeking and receiving mental health advice on TikTok, with a substantial portion of the content being unhelpful and potentially harmful to viewers (PlushCare, 2022).

To address these concerns, Mandzufas et al. (2023) developed a methodology for assessing health-related content on TikTok. Their approach involves analyzing a sample of 50 videos per hashtag, along with codes for manifest content and sentiment analysis. This framework provides a valuable tool for understanding the impact of health-related content on TikTok and its potential effects on public health.

 POSITIVE USES OF DIGITAL MENTAL HEALTH

 Despite these challenges and risks, there are alternative perspectives on the use of digital media that could complement traditional well-being care. Digital mental health (DMH) is an emerging field that explores how adolescents and young adults (AYA) can utilize digital media for their mental health needs. DMH offers advantages such as greater availability, low cost, and perceived confidentiality among peer groups (Kruzen et al., 2022). Research in this area has focused on social media's contributions to depression, anxiety, well-being factors, perceived stress, quality of life, positive youth development, and various applied functions (Kruzen et al., 2022). Interventions in DMH often involve psychoeducational content, facilitating cross-dialogue through private groups, and employing text, audio, reminders, graphics, and other features to support well-being goals. The theoretical foundations for these interventions include supportive accountability, strengths-based approaches, positive psychology, and cognitive-behavioral therapy (Kruzen et al., 2022).



 PSYCHOLOGICAL THEORIES

 Continuing our exploration of card readings on TikTok, we now aim to contextualize this practice within the broader framework of expressive art and art therapy. By doing so, we can better understand why card readings are popular and why the practice has endured over time. This article delves into the literal form of card readings as experienced by millions of people on TikTok every day and seeks to connect this technique to the realm of expressive art and art therapy. We assume that these readings draw on indigenous wisdom predating modern science but can now be explained through contemporary theory.

It is worth noting that the use of secular metaphorical cards in therapy has been researched since the mid-1980s and can even be traced back to Rorschach's inkblot tests in the early 20th century.

 EXPRESSIVE ART AND ART THERAPY

 Expressive art and art therapy, as defined by the American Art Therapy Association (2017), involve an integrative approach that enriches the lives of individuals, families, and communities through active art-making, the creative process, applied psychological theory, and the human experience within a psychotherapeutic relationship. Kagin and Lusebrink (1978) describe in their seminal work, the Expressive Therapies Continuum (ETC), how art therapy combines the forces of ego and self, inner experience and outer reality, resulting in an active dialogue and involvement between the client and the medium. When successful, this process leads to a feeling of closure or elation. Art therapy offers additional benefits, including giving voice to experiences through visual and symbolic expression and empowering individual, communal, and societal transformation. Dr. Lisa Hinz, an author, psychotherapist, and art therapist, emphasizes that images often hold truth for clients themselves, and instead of dismissing advice emerging from a counseling session, it may be treated with reverence. Certain images can help clients understand, express, contain, and soothe emotions, potentially contributing to cognitive-behavioral changes (Kagin & Lusebrink, 1978; Hinz, XX).

Kagin and Lusebrink (1978) explain how art therapy functions in relation to Bruner's earlier theoretical model. The Expressive Therapies Continuum (ETC) design incorporates the Kinesthetic/Sensory (K/S) level, which corresponds to Bruner's "enactive mode," the Perceptual/Affective (P/A) level, corresponding to the "iconic mode," and the Cognitive Symbolic (C/S) level, corresponding to the "symbolic mode" of representation. They  📍 also introduce a fourth dimension, creativity, which can be applied across any of the previous three modes. Additionally, they emphasize the role of a mediator in helping the client form schema from the potential of the images they explore (Kagin & Lusebrink, 1978).

 METAPHORICAL ILLUSTRATED CARDS

 Shifting gears, let's explore the connection between card readings and metaphorical techniques. In the realm of psychotherapy, two methodologies are particularly relevant to the practice of angel/tarot card reading. The first is the inkblot personality assessment, initially validated by Hermann Rorschach in 1921. This model claims to diagnose an individual's mental state based on their interpretation of unique visual stimuli or inkblots. It is interesting to note that there are 14 cards in each suit of the tarot, resembling the 15 inkblots. Although the Rorschach test has faced criticism, it remains one of the most extensively researched psychometric tests (Wellington & Wellington, 2022).

Another related method is "Metaphor Therapy." Karnieli-Miller et al. (2017) demonstrated how metaphorical cards assisted therapists in treating patients with severe mental illness. These metaphorical cards allowed clients to express themselves more easily, resulting in a richer experience for both the counselor and the participant. This approach combines storytelling with artwork in the form of a narrative interview, enabling a deeper exploration of experiences and perceptions. The roots of this technique can be traced back to Freudian psychology, where clients address difficult subjects by projecting emotions and experiences onto external objects or persons, which, in our case, are the art and symbols depicted on the card (Karnieli-Miller et al., 2017).

Qualified therapists have utilized "metaphoric associative cards" (MAC) for at least four decades in various therapeutic situations. For instance, Dr. Ofra Ayalon developed the COPE cards to support patients dealing with trauma. The use of metaphorical cards in therapy is grounded in psychological theories such as those of Carl Rogers, Fritz Perls, and neuro-linguistic programming (Popova & Miloradova, 2014).

 DIGITAL THERAPY

 Further support for evaluating angel/tarot card readers as pseudo-art therapists comes from research on how mental healthcare has evolved in digital channels. Zubala et al. (2021) highlight how the virtual environment effectively bridges geographical gaps between clients and therapists. They describe a triangular therapeutic relationship involving the reader, the browser, and the artwork depicted on the card. The authors note that the non-reliance on verbal communication in this medium and the ability to convey symbols, metaphors, and projections make it particularly suited for this kind of content.

However, the digital environment presents an ethical challenge: confidentiality. Formaly qualified therapists have been hesitant to engage in digital healthcare due to perceived lack of safeguards. Our study indicates that participants may be unaware or unconcerned about the extent to which they are sharing personal traumas and situations. This raises the concern that TikTok, as a platform, should be evaluated for regulation as a healthcare service or product, given the nature of the shared content.

 RESEARCH DESIGN

 Continuing our research design and process, we developed our methodology based on the work of four sets of authors.  However, it is important to acknowledge that these studies were conducted before the current social media landscape, and even the most recent ones are likely outdated. Furthermore, the studies mainly focus on individuals already engaged in formal mental health therapy, and ethical issues regarding engagement with social media functionalities and the role of AI algorithms are often overlooked.

Buie and Blythe (2013) served as our inspiration, Mandzufas et al. (2023) provided a workflow specifically designed for researching medical content on TikTok, while Moretta et al. (2022) and Kurzen et al. (2021) guided us in creating our codebook. To evaluate medical-related content on TikTok, Mandzufas et al. (2023) recommend an eight-step process, including identifying relevant hashtags and sample videos, developing a generic codebook, creating a topic-specific codebook, applying the codebook, and finally conducting the analysis.

 SAMPLING OF VIDEOS BY HASHTAGS

 In terms of sampling videos through hashtags, Buie and Blythe (2013) used a similar method in their study of meditative videos on YouTube. They selected one appropriate keyword and sorted the list based on "most viewed" to identify videos with positive digital DNA and best practices. We attempted a similar approach using a laptop and browser accessing one of the researcher's TikTok accounts. Using the hashtag oraclecards, TikTok initially presented around 12 "Top" videos, followed by Live videos and below this, others that may have ranked highly.

However, the videos presented using hashtags were often quite old, dating back to 2016 in some cases. We also found duplicates, videos that were not relevant to our study, and videos in foreign languages that we could not analyze. Moreover, the videos did not change frequently, and using the same hashtag on different days resulted in the same videos appearing.

 SAMPLING VIA A.I. SNOWBALL TECHNIQUE

 Considering these challenges, we decided to take an alternative approach: sampling using the AI algorithm of TikTok. We used a mobile phone app and saved relevant videos as they appeared in the For You Page (FYP). As we saved videos of a particular type, the AI recommended more similar content. This approach is equivalent to snowball sampling in traditional research methodologies, where one participant recommends the researcher to another within their network. However, it's important to acknowledge the potential cognitive bias of the researcher and the need for further study and  📍 reflection on this strategy.

To ensure a justified sample with defined boundaries, we analyzed an initial sample of 100 videos based on Buie and Blythe's (2013) criteria of "meaning" and "visual elements." We excluded videos where the participant was hidden or not identifiable and videos involving religious or spiritual rituals. This allowed us to engage only with content from bonafide TarotTok influencers. This reduced the sample to only 30, and so we undertook additional search and selection to bring the final total to 50.

 CODE BOOK, TRAINING & META DATA

 To facilitate our analysis, we developed a codebook that went through three iterations during the study. The first iteration incorporated criteria from Buie and Blythe (2013), engagement criteria, and technological affordances interpreted from Moretta et al. (2022) and Kurzen et al. (2021). We added named choices to the options whenever we discovered new items to ensure consistency of reporting. The second iteration introduced a sentiment component following Mandzufas et al. (2021), and the third iteration explored the host account and its commercial functions. We used two Microsoft Forms—one to assess video content and the other to collect metadata from user accounts.. In total, after cleaning for duplicates, we analyzed 50 videos and 50 different accounts.

 TO BE CONTINUED....

Join us at the Conscious Breathing & Meditation, Mindfulness and Emotional Well-being Track in Room D at EWBIC on Friday, July 21, where we will present our final conclusions and results. Nathalie  Kachshouh and I are excited to meet you at the event! For more information or to register, please visit: https://www.ewbi-canada.org/ewbic2023/.

Thank you for following our research journey, and stay tuned for our upcoming insights and findings on card readings on TikTok.