Abstract

The Annual Report from the United Nations Office on Drugs and Crime (2024) demonstrated the rise of trafficking cocaine with the production and coca cultivation increasing by 35% from 2020 to 2021. The advancement of technology and social media has been an advantage, allowing drug trafficking organisations to communicate and share videos for viewers to observe. Consequently, drug trafficking organisations have been able to develop to ensure the trafficking of cocaine continues to run smoothly without any issues from law enforcement. Utilising the social media platform TikTok has allowed drug trafficking organisations to shape the narrative and ideology that is shown to viewers regarding the illicit trade of cocaine. This research aims to illustrate how content creators on TikTok shape the narrative and ideology of the illegal chain of the cocaine production industry.

This research will utilise a qualitative research method and content analysis to explore the influence of TikTok content creators on shaping the narratives and perspectives regarding the illicit cocaine trade. It will analyse videos posted on the platform, examining the language used, as well as various features illustrated in the videos, such as visuals, music and other elements. This has been established by examining 90 posts on TikTok from different content creators, who illustrated the chain of the illegal cocaine production industry, and establishing key themes in different content. Analysing 90 TikTok posts illustrated that the consumption of cocaine has been glamorised by content creators using happy upbeat music and a party-like atmosphere. In addition, distributors and producers shape the narrative by showing the enjoyment of working within the trade and the pride they have in being part of the cocaine trade. Individuals viewing the videos do not demonstrate the sense of panic that is evident in mass media therefore it is clear that the perspective of the drug trade is changing. TikTok humanises these individuals, presenting them as ordinary people with ordinary struggles. However, this contrasts with the sensationalised and criminalised portrayal that is often displayed in the media. 

This study can be further adapted to observe more than one social media platform to compare the effects content creators have regarding the illicit drug trade. Consequently, this research is beneficial for higher authority, to create stricter guidelines to monitor what is being posted on social media as well as utilising content to prevent the cultivation of cocaine.  

Keywords

Cocaine trafficking, Coca cultivation, Drug trafficking organisations, Technological advancement, Social media platforms, TikTok, Content creators, Narrative and perspective shaping, Qualitative research, Content analysis, Illicit drug trade, Glamorisation of cocaine, Criminalised portrayal, Humanisation of drug trade, Cocaine production industry

How to Cite