FRANKFURT’S BULLSHIT THEORY AND THE COMMODIFICATION OF POVERTY IN THE POST-TRUTH ERA: A CASE STUDY OF “MUD BATH” LIVE CONTENT ON TIKTOK

Abstract

The phenomenon of “selling poverty” in the post-truth era through TikTok live content represents a shift in the meaning of poverty from a structural issue to a visual commodity packaged for the attention economy. This study aims to reveal how such narratives are constructed and to analyze them through Harry G. Frankfurt’s Bullshit Theory, employing a qualitative method and a case study approach via online observation of TikTok live content featuring poverty as the main subject. The findings show that narratives are built through framing, the creation of pseudo-events, and emotional exploitation to evoke sympathy while generating financial gain. Within the framework of Bullshit Theory, this practice reflects an indifference to factual truth, blurring the boundary between fact and fiction. The representation is not intended to promote structural change but rather to shape public perception in line with the creator’s interests, reinforced by economic incentives, an instant-profit mentality, and audience support through TikTok’s gift feature. This phenomenon is not merely a digital trend but an ethical, social, and political problem in the post-truth era, demanding strict regulation, improved digital literacy, and critical public awareness to restore the understanding of poverty as a structural issue requiring systemic solutions rather than viral entertainment.