Journal of Content, Community & Communication Amity School of Communication Vol. 10 Year 5, December- 2019 [ISSN: 2395-7514 (Print) ] Amity University, Madhya Pradesh [ISSN: 2456-9011 (Online)]

Living in a Moment: Impact of TicTok on Influencing Younger Generation into Micro-Fame

Badriya Abdul Jaffar Amity University Dubai

Sadia Riaz SP Jain School of Global Management Dubai

Arif Mushtaq City University College of Ajman, UAE

ABSTRACT

In recent years since the creation of TikTok, there has been a rapid increase in the use of such applications by teenagers to gain popularity and cure boredom. The app was developed in China and is owned by Dance. Initially called Musically, the advanced app, now known as TikTok, has 500 million monthly active users and is accessible in 34 languages. Followed by YouTube, and , TikTok is the 4th most downloaded social app. Previous studies conducted show that such image focused apps lead to several mental health issues like body dissatisfaction, eating disorders, narcissistic personalities etc. The usage of this application has resulted in child , and parental disengagement. The paper uses a pragmatic approach to examine in- depth reasons behind TikTok becoming a sudden massive success amongst teenagers along with its positive and negative effects. Content analysis is performed on parent‟s views and comments left as feedback at the for downloading this application. Qualitative data gathered is transcribed and codified to derive emerging themes. Focused group interviews with a few up and coming TikTok micro celebrities are conducted to explore their underlying thought processes, problems and other interesting facts about the application. The study proposes a conceptual framework as roadmap of TikTok micro-fame which could be used by other studies and researchers. The study substantiates a fact towards understanding the areas of further research in designing and developing the application from a functional as well as users‟ perspective.

Keywords: TikTok, Teenagers, Image-focused apps, Microfame, Popularity, Content analysis

Introduction , Instagram, YouTube, and Snapchat TikTok is one of the most popular apps on in monthly installs in the App store. Due to . This app is the world‟s 500 million worldwide effective users, with 6 prominent destination for creating short-form million US downloads as of November TikTok mobile videos in Asia, United States and other became such a hit. As TikTok is like social parts of the world. It emerged from the media apps like Snapchat, , or Dubsmash, founders of the app called Musical.ly. TikTok, it has gained its influence since it offers far also known as Douyin in China, started in more options for creators. TikTok is also a September 2016 and is maintained by Byte high rated app in the Google Play Store which Dance (Lauren Hallanan, 2018). This media is 4.6 and makes this application highly app is accessible in over 150 marketplaces and qualified merging Artificial Intelligence and in 75 languages (Mehvish Mushtaq, 2018). image capture (“English Department”, 2018). TikTok has generated a modern trend among Existing literature has been collected and teenagers and permits users to make and share reviewed as part of secondary study. Primary short 15 to 60-second short video and lets data has been collected through reviews given them choose songs, effects, or soundbites. An by variety of people using the TikTok platform additional benefit is that collaboration which to make videos and parents of TikTok users. A is a major motivation where they can do a serious gap can be identified in this study. The „‟duet‟‟ with someone by responding to their major audience to this app is teenagers. Yet video which results in a limitless chain of this app is exploited by many users and responses. In September, it exceeded displays TikTok as an app with more negative

DOI: 10.31620/JCCC.12.19/19 187

impacts than positive. This study includes estimate of $75b. Their main mission not only three main objectives: aims to deliver knowledge but also to create a productive hub, present and motivate users  To evaluate the reasons as to why TikTok and this idea helps their strategy in product app has gained its sudden massive growth. Users like , the LaBrant attention and determine positive and family, , Kristen Hancher, Cameron negative impacts of the application. Dallas, Gil Croes, Jayden Croes, Savannah  To conduct a primary research constructed Soutas, and Mackenzie Ziegler on content analysis of parent‟s opinion who have created their fortunate brands and about TikTok and an interview a few up have their own music careers and most and coming microcelebrities to get their significantly YouTube channels. These top 10 reviews about the application. influencers have gained millions of followers  To propose a conceptual framework to and can earn millions of dollars as more serve as users roadmap for TikTok‟s micro- brands are ready to collaborate with fame. influencers on this platform. As TikTok is Therefore, it is very important to understand capturing market shares apart from further how TikTok has been playing a crucial role in common and famous media apps. Hence, youths‟ life. Parents need to be aware of what ByteDance is violently advancing in progress their children‟s do and see in this app. This and achieving its fame (Gennaro Cuofano, study hopes to benefit in relation to TikTok 2018). TikTok‟s business model like other users which may help the psychologist in the media apps contain two main components that future and parents to recognize why it has an is users and advertisers. Its income comes immense effect on the younger generation. from advertisements and app purchasers by TikTok users. Most important point to be Literature Review noticed here is that users don‟t pay for In this section we have identified literature downloading this app and using it but TikTok references broadly covering the objectives. bundles its revenue from the data of the users Different theories have evolved through time that they get from you (The economic times, to explain why applications suddenly gain a 2019). The recent statistics displays us that massive user base. A study conducted on the there are 500 million monthlies active TikTok TikTok app suggested the user-centric theory users around the globe. Studying the article which is a repetitive procedure where they by Gennaro Cuofano, the same is represented focus more on the users and their needs. UCD by the business model. The way the app is requires the users throughout their process designed is another benefit for TikTok to and carry out number of research and plan achieve its unexpected huge recognition. The methods to produce extremely useful and first thing that makes TikTok different from reachable products for the users. As TikTok is other media apps is with the availability of purely created based on user‟s knowledge and several kinds of background music‟s, understanding. As this app is not only used as challenges, dance videos, magic tricks and a but focuses more on user‟s funny videos that fascinate the youths to innovation and provides the users by offering connect with the app. The second one is that them to easily convey their imagination. this app requires less amount of time to create Reviewing the study by jiang Xiao Yu (2019), a video, 15 seconds which is an advantage for the same is proven by the theory of user the users as this factor fit into the user‟s rapid centric. Another article encouraged the lifestyle which makes TikTok totally different business model which is also one of the from other competing apps. This unique reasons for gaining sudden massive attention. design of TikTok is a plus for the product and Business model represent the reasons of how to support its development and growth. The the company produces, distribute and seize first ever short video app to use big data merit in financial, societal, cultural and further analysis is TikTok. They have used big data situations. However, to understand why it is analysis to understand the liking of the users unique, it is important to see the company so that they can suggest diverse contents to behind TikTok, ByteDance. ByteDance had them which is easy for the users to select what secured a round of subsidy from SoftBank and they prefer (Hou Liqian, 2018). additional depositors consist of $3b with an

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The positive impacts are that TikTok has a government itself. This is not often chance in the field of education where the considered a threat by local policy makers, teachers can use this app in classrooms as a but the truth is that they will have data tool to illustrate an idea or example, which relating to your height, weight and even how would work easily for students in schools many users wear spectacles,” said Moses (Brittany Marklin,2018). Another area where Sam Paul working in Heptagon Technologies TikTok can spread its positive impact is (The New Indian Express, 2019). “A lot of the through charity where the user shares a video content (on TikTok) is negative, especially for based on holiday-themed augmented reality children,” said Rudiantara is the reason why (AR) filters with the #CreateforaCause this has been blocked in because the will give $2 million to charity as the users post content in it is not suitable for children and not the video. Celebrities like Ashley Benson, educational. Another article from The Khloe Kardashian, Nick Jonas, Vanessa Economic Times (2019) states that the court of Hudgens, Nina Dobrev and Serayah who ruling to ban the app TikTok from combined with this app to raise awareness for downloading as it contains “pornographic and the campaign (Robert Williams,2018). TikTok inappropriate contents” said the government. is one of the top media apps which gives an Children were vulnerable and might get opportunity to people who can showcase their uncovered to sexual predators (The Economic acting skills and other talents through this app Times, 2019). In 2019 India alone has obtained which may help the users to get chance in 88.6 million TikTok users regardless of the acting in film industries. As TikTok contains inappropriate content it holds. Youngsters more negative influences than positive who are getting addicted to TikTok or other influences. An article published by The New similar apps, their future is in danger and Indian Express (2019) announce that in because of this the mindset of the young December alone 36 calls from children and children are ruined. It also exposes kids and adults was received by the counsellor of Tamil Indian teenagers to cyberstalking, online Nadu at the 104 helplines regarding TikTok predators and being victims of criminal bullying, harassment and addiction. A 23- offense. TikTok was compared to Blue Whale year-old who committed suicide in Challenge by the Madras High Court which Vyasarpadi in Tamil Nadu, he took the lead to youth committing violent actions and dangerous step after he was teased online for impose self-harm. Moreover, it has been dressing up like a woman and posted on expelled from using, spreading and TikTok. Most targeted audience in this app are downloading any videos in India. school students who are often seen in school Methods and Procedures uniforms posting videos of themselves in In this paper, a primary research has been classrooms which give an opportunity to conducted through content analysis of stalkers to guess which school they go to. “If parent‟s comments and feedback on TikTok at all china wants demographic data from and its effect on children. The idea was to look ByteDance‟s userbase, it will perhaps be able for most commonly used words (expressed as to pull out more data than the Indian experience with TikTok application). Data was Table 1: Thematic Analysis of Parents Feedback on TikTok App-store Inappropriate Content Privacy and safety Mental health Inappropriate songs and lyrics Poor privacy precautions Depressing Promoting nudity Sexual predators Cyber-bullying Adult language Privacy settings not working Mature content Paedophiles Pornography Private accounts do not help X-rated contents Not for kids under 16 More of inappropriate content. Graphic violence Toxic and offensive app Mature eyes only Nasty app for kids Disturbing and addicting

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highly qualitative (N # 78). The qualitative “There are many child predators.” TikTok data collected was transcribed and codified is a dangerous app to young kids as it (Table 1). permits people to easily “gather information” about users from their The emerging codes and themes were videos. recreated in Visio software for conceptual modelling purpose that can be seen in Figure  Mental health theme: TikTok has also 1. Conceptual model is based on high level of been a base for users to “bully” other users qualitative data abstraction and thematic which leads to “depression” and “suicide” correlation. which need to be reported. Based on codes and labels, coded findings of The last objective of this paper was to content into semi-structured themes. Themes interview a few up and coming TikTok artist included (i) inappropriate researcher contents and their evaluations about this application. (ii) privacy and settings and (iii) mental health. These individuals each have over 5k followers These themes highlighted the key areas where on the app and could be called parents left key inputs in the app store microcelebrities. Each of them had their own feedback column. perspective of the app.  Inappropriate content theme: It included 1. Anjana Viswanathan, 19-year-old young key concerns of parents like “a lot of girl from Kerala, India. Joined this app in nudity in this app” and “inappropriate 2018. She joined TikTok after during her songs and lyrics”. One parent said, “I vacation post-higher secondary came across very sexually inappropriate examination. She felt boredom and was content”. It also includes “Disgusting”, attracted to the digital world of TikTok for “offensive songs” are easily searchable entertainment and for the purpose to kill and “pornography exists”. The app also boredom as there was a lot of hype about contains pop ups in the newsfeed where TikTok. “I was not very talented, so for me “every time I opened the app it would it was a good platform”. She made a video show a random person‟s video, with no and posted it on the application getting control over age appropriate parameters.” some about 10 likes. However, she has This app is not recommended for anyone 41.7 K followers now. She started making under 18 years of age as it “turned into a basic videos that are funny, musical, duet child pornography platform”. The features and comedy-bits. Her parents indecency of the app has accelerated to an encouraged her but warned while “Don‟t extent where “adults are friending kids post videos in any inappropriate way”. and spamming them with commercials She said I get “negative comments but not with inappropriate content.” An extremely suggestive or derogatory comments”. She concerned parent states the unacceptable has found micro-fame with this content “will de-sensitize them and they application that viewers now recognize will think its ok. It subjects your children her, and she felt very happy being to extremely foul language and dancing”. recognized and clicked photograph. Her Due to its negatives, this app has been newfound micro fame contributed described as “offensive and toxic”. towards her self-confidence and appearance conscious. She has never faced  Privacy and settings theme: Parents were any stalking or bad experience. However, of the considerate view that this app is she mentioned that her friends have faced more worried about gaining high number comments based on their dressing sense of users rather than protecting the youth from viewers that are extremely “App has Poor Privacy Precautions”. derogatory. She said that under-teenage Majority of people have reported minor kids should be careful or “paedophiles” on this app. The duet supervised by their parents as viewers feature of this app allows older men and pose racial comments, based on their looks creeps to create inappropriate responses to and acting skills. She said that “If your videos of children and women. The men account is private there are no issues”. record inapt and sexual reactions to videos of kids 18 years and younger, which is a 2. Akansha Dudeja, is a 19-year-old girl from key issue parents have noticed as well Mumbai, India. She joined TikTok in

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Nov-Dec 2018 because a “friend of mine comment and trolling. He believes had suggested this application”. She “TikTok is nice entertainment app but also always wanted to be an actress or do with has a negative side” as one gets public performance arts. She jointed TikTok to attention which could be unnecessary. explore her acting talent. She mostly posts There are people who approach to extract videos on famous Bollywood songs, personal information through fake mimicking dialogues or trending videos, accounts. My parents have initially called “I choose the videos and craft it the way I me “crazy” and didn‟t support. Now they like, I do not take requests from viewers”. have changed their mind and started Her parents have been fine, are positive supporting. I think minors and kids and supportive. She has 10k followers on should use it properly and carefully as TikTok. I received positive comment like, content/material is way open in India, “superb, nice, looking nice”. She said that then in Dubai which is restricted and perhaps she gets these comments more safer. Girls post exposing videos to get because of her appearance than talent. As quick likes and recognition, which is not for negative comments, viewers post body based on talent or expression. Rahul felt shaming comments that she would ignore his confidence level has improved, he and prefer not to . People can be speaks better, and his dressing sense has “nasty and post extremely cheap changed for good. comments sometimes”. She feels that she 4. Asbar Ali, 22-year-old student partially has not achieved micro fame but yes, at from Kerala and partially from Mumbai. times, people recognize her, and she feels He joined TikTok in October-November of happy about it. She also felt that this 2018 and currently has around 4K application is not very safe for children as followers. He started TikTok with a group there are stalkers and child predators. of his friends to entertain others and kill There is high vulgar content, which is not boredom. In the beginning, He was not good for children and minor. This used the features of the application but application has also improved “my once he got a hang of it, he opened doors dressing sense and learnt how to carry for himself. He has received a lot of myself socially”. I like some social media positive reviews on his videos, with influencers: Pinky Francis, Ashiqa Bhatia, people calling it „superb‟, „good acting‟ Avneet Kaur and Rishab Chawla and and encouraging him to continue. Abhishek Kumar. However, he has not received any 3. Rahul Krishna is a 21-year-old boy from negative backlash on his videos but Kerala, India. He has 40 k followers. He acknowledges the fact that when he makes had joined Musicl.ly initially in 2015 for videos with any girl, people make entertainment purpose. My “friends derogatory comments on the girls acting suggested, and I got addicted to it” and and dressing style even. On his account he what I liked the most was when “people makes tons of musical and duet bits as posted their response and commented that well as videos with his friends. His my acting skills was good, I realized I parents have watched his videos and could be an actor and it became my encourage him to continue making them, passion”. Most of his videos are based on while being vigilant of the content and emotional and expressive content. He also maintaining his grades. He is a part of the takes request from people. “I am doing an UAE TikTok artists group. Once you‟re a album song with my friends right now”. member of the TikTok team “you can‟t be He doesn‟t think he is a TikTok celebrity a member of any other social media and see any micro fame coming along the platform because of the contract” and in way. He said, “Lots of people are there so case if you enter your account would get I am not the one with best talent”. He deleted from TikTok as the member has agreed to getting a lot of female attention, violated the contract. He has noticed that but not faced any stalking. I do get at times female TikTok stars have trouble negative comments from “people who reporting inappropriate as they do not discourage creative ideas” but he said his want to indulge in any trouble outside the friends have been receiving body shaming application. The new policies instated in

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the app have made it easier to block out inappropriate content with new features Discussion like blocking comments section, reporting This study focuses on the concept of TikTok fake profiles etc. He also stated that in gaining it sudden massive attention. This is UAE the app is strictly maintained, and also supported by two theories, one of the improper content get deleted immediately theories is the user‟s centric theory which compared to India. He believes these means which mainly focuses on users and features have made it easier and safer for their needs. As TikTok is an app which people to make videos on TikTok. As for, emphasis on users‟ requirements which results what he thinks about children making in easy access to TikTok users. Another theory videos on the app, “Age is just a number” is the business model theory where the anyone and even 10 or 100 likes makes company mainly focuses on financial, societal, them excited and motivates children to cultural and other conditions. The main make more videos. Everyone should make business model behind this app is the Byte videos on the TikTok and view it only Dance which has secured its funding from from an entertainment perspective. SoftBank and additional deposits consist of $3b with an estimate of $75b. Loren Gray, Conceptual Model (Road Map to TikTok Baby Ariel, Savannah Soutas, Liza Koshy who Micro-Fame) have created their fortunate brands and have As shown in Figure 1, conceptual model their own music careers and most significantly demonstrates the roadmap of the TikTok YouTube channels. These influencers who micro-fame. It is used by users in different age have gained massive followers and can earn groups, apparently no restrictions on that. It is millions of dollars as more brands are ready to used by two dominant age groups: minors collaborate with them on this phase. Including (under teens) and teenagers. It also displays both Google Play downloads starts and Apple how parents played a role in their journey of App store, this app graded third in the world achieving micro-fame and exhibits the reasons as of November 2018. It has also gained 4th to use the application along with negative and position in the world subsequently at least positive effects of this application.

Figure 1: Roadmap to TikTok Micro-fame

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June 2018. TikTok was combined with predators and bullying. Mental health issues Musicly.ly app in August 2018. This allowed like bullying leads to depression and suicide the Chinese app to come in the US market shared by parents. As part of the primary data, with Musical.ly which is already a boosting four interviews were conducted of Students app. The design of the app is also one of the from in India, living in the UAE who regularly reasons for TikTok to gain sudden massive make videos on TikTok. All these interviewees attention. First are the features available for have over 5k followers and aged from 19-22 the user like challenges, dance videos, duet years old. Some of the interviewee said that feature and magic tricks that attract the youths they started making videos to kill boredom, to use this app. Second is that it needs less entertainment and others to explore their time to make the video which is a benefit for hidden talents. All four of the users had string the users. This app has also used big data support and encouragement from their analysis which allows them to understand the parents but one of the TikTok user was called likings of users and helps them to recommend “crazy”. This application has helped them to varied contents to users as they prefer. This increase their self-confidence, dressing sense study also concentrates on the positive and and one of them realized that they had a negative impacts of this app. Positive serious acting potential. All of them influences are that this app provides a chance experienced negative comments or their to teacher to illustrate an idea or example friends experiencing cheap and nasty which would help students in classrooms. This comments. Negative comments like “body app can also be used to raise awareness and shaming”, “racial comments”, “their looks” for donation. It also permits users to showcase and “acting skills”. Some of the interviews their acting skills and other talents thorough stated that this app is inappropriate for minor this app. As TikTok holds more of negative kids a it contains “high vulgar content”. One impacts than positive impacts. Newspaper of the TikTok user mentioned that female articles have found a lot of cases where users had a lot of trouble reporting problems children and adults are calling counsellors at directly. Therefore, TikTok is just an app for different times to complain about harassment, entrainment, kill boredom and to explore their bullying and addiction that they experienced acting skills. through this app. TikTok has been such a dangerous impacts on people that has even Conclusion lead to self-harming and suiciding because of Plethora of research and studies have been cyber bullying. This news is evident in the done to understand why TikTok has gained its newspaper articles that is studied in literature sudden massive attention and its effects on the review. This app mostly aims school students younger generation. This study is important so posting videos. This app has been creating a we can improve the functional perspective and lot of negative content for children. The court user‟s perspective of this app. This platform of India reigning to ban TikTok as it includes also exceedingly provides to the user‟s “pornographic and inappropriate contents”. preferences which often results in the misuse Irrespective of the inappropriate content it of its features and vulgarization of the content. claims India alone has 88.6million users. This There are contents that disrupts the ordinary news is also observable in newspaper articles mortals of the society, absence of effective and that is studied in literature review. This study precise value guidance. The content seems to also includes primary research based on be standardized and some part of the content content analysis of parent‟s response and contains Violation. The user-centric theory observations of this app and its consequence which effortlessly validates the “uses and on their children. Content analysis has been gratification” theory. If it‟s only based on divided into themes like inappropriate “satisfaction” and if there is no “guidance” the contents, privacy and setting and mental entire function will deteriorate. In India health. Inappropriate contents include especially TikTok has be a major concern inappropriate songs and lyrics, sexually leading it to the ban of the app due its inappropriate content, child pornography, inappropriate content and Pornography. I, as disgusting and offensive songs were the key an Indian want to preserve a safe and concerns expressed by parents. Privacy and confident in-app environment at TikTok. More settings were also major worry by parents like actions should be taken to defend users poor privacy precautions, paedophiles, child against misapplication, their privacy and

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digital security. It should also enable users to chinas-social-media-app-tik-tok- report content that are inappropriate and it%E2%80%99s-far-waste violate community guidelines. This study  Clock is ticking: Experts urge caution as would also help parents to recognise the popularity of TikTok surges. (2019, negative impact such image-focused January 6). The new Indian express. applications have on the children and Retrieved from enlighten teenagers to be more vigilant while http://www.newindianexpress.com/cities/ using the app. From the above data collected it chennai/2019/jan/06/clock-is-ticking- was seen that there were similarities in the experts-urge-caution-as-popularity-of- issues raised by parents‟ opinion and the -surges-1921096.html participants‟ interviewed. Both parents and the interviewees state that vulgarity and  E. Kyleigh. (2018, December 19). Top 10 inappropriate comments are present on the TikTok Influencers. Retrieved from app where the interviewee‟s asserting that https://neoreach.com/top-tik-tok- girls are more likely to face cheap and influencers/ objectifying comments. In the aspect of  G. Mohul. (2019, April 4). TikTok Has privacy settings, most claim that the app is Been Banned in India; HC Says TikTok Is quite safe with new laws being implemented Polluting Youngster. Retrieved from post the ban of the app in India. As for minors, https://trak.in/tags/business/2019/04/0 it‟s not safe with its highly suggestive and 4/tiktok-has-been-banned-in-india-hc- vulgar content. Two of the interviewees said says-tiktok-is-polluting-youngsters/ that kids need to be monitored on the app as Indonesia bans TikTok music “age is just a number” . I would conclude this video maker app over „negative content‟. study by stating that this app should follow to (2018, July Coconuts Jakarta. Retrieved the part of “gatekeeper” and should eliminate from the energy of harmful content. It can also https://coconuts.co/jakarta/news/indon improve the “aesthetic taste” and encounter esia-bans-tik-tok-music-video-maker-app- the high level “spiritual needs” of users by negative-content/ giving quality content. This paper also discusses reviews given by individuals  Lassesen Ida. (n.d). TikTok: Should I Be “microcelebrities” about TikTok. Worried? Retrieved from https://kindaba.com/tik-tok-worried- References musically-social/  All about TikTok, the Chinese app in the  T. Kat. (2018, august 6). Can TikTok Be the eye of a storm in India. (2019, April 5). The Next Vine or Are Seconds-Long Streaming Economic Times. Retrieved from Apps Over? Retrieved from https://economictimes.indiatimes.com/te https://www.inverse.com/article/47817- ch/software/all-about-tiktok-the-chinese- what-is-tik-tok-the-app-flooding-social- app-in-the-eye-of-a-storm-in- media-with-ads-and-partnerships india/articleshow/68739941.cms  Xiao Yu, jiang. (2019). Research on TikTok  C. Gennaro. (n.d). TikTok Business Model: APP Based on User-Centric Theory. The Rise of Creative Social Media by AI - Applied Science and Innovative Research, FourWeekMBA. Retrieved from 3. doi:10.22158/asir.v3n1p28. https://fourweekmba.com/tiktok- business-model/  W. Robert. (2018, December 21). TikTok ties AR content sharing to charitable  C. Nicola. (2018, august 16). Parents may giving in celebrity-filled campaign. worry about China's social media app Retrieved from TikTok, but it‟s far from a waste of time. https://www.mobilemarketer.com/news Retrieved from /tiktok-ties-ar-content-sharing-to- https://yp.scmp.com/news/features/arti charitable-giving-in-celebrity-filled- cle/110179/parents-may-worry-about- cam/544921/.

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