Is TikTok revolutionising the Sport Industry? The Role of TikTok in Shaping Gen-Z Sports Culture through humour

TikTok has significantly transformed the sports industry, particularly through the International Paralympic Committee's engaging content strategy aimed at Gen-Z audiences. Humorous videos effectively raise awareness of disability sports but risk trivializing their seriousness. The challenge lies in utilizing humor to promote inclusivity while maintaining respect for the professionalism of athletes.

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