Abstract
This study explores digital communities on TikTok, focusing on the application of Ubuntu-inspired values in its design and layout. Understanding these dynamics is essential as digital platforms increasingly shape social interactions and community building. The research addresses four key questions: What are the principles of Ubuntu on TikTok? What are the design elements of its layout? How do these elements foster a sense of community among users? How does TikTok embody and promote Ubuntu principles in its community interactions? Using cultural-historical activity theory (CHAT), Uses and Gratifications Theory (UGT), and Ubuntu as an ethno philosophical framework, this descriptive qualitative study employs a holistic exploratory case study approach. Data was collected through metadata analysis and screen capturing of TikTok content, with a focus on key signs and phrases. Semiotic and thematic analyses were conducted to interpret the findings. The results reveal that TikTok serves as a narrative storytelling platform that embodies Digital Ubuntu (DU), facilitating community dynamics shaped by both online and offline interactions. This interplay reflects users’ experiences as they navigate between physical and digital spaces, highlighting a transformation that preserves their core identities.