#TeacherQuitTok: Social Media’s Shaping of Teacher Exit Culture

Abstract

This dissertation investigates how TikTok, specifically #teacherquittok, influences teacher exit culture through multimodal narratives and the processes outlined in social influence theory. Teacher attrition has long been a concern in education, but recent shifts in digital communication have created new public arenas for educators to share their experiences and decisions to leave the profession. By analyzing how resignation narratives are constructed and amplified on TikTok, this study explores the ways in which social media contributes to evolving perceptions of the teaching profession. Grounded in social influence theory, particularly Kelman’s (1958) processes of compliance, identification, and internalization, this qualitative case study applied multimodal content analysis to a purposive sample of 50 TikTok videos tagged with #teacherquittok. The study analyzes visual, textual, auditory, and graphic elements within the videos, along with user engagement metrics, to understand the emotional tone, narrative structure, and social resonance of the posts. Sentiment analysis was used to assess the tone and authenticity of the content and its potential to influence peer perception and engagement. Findings reveal that teachers use TikTok to frame and share narratives about personal well-being, workplace conditions, and career transitions. Through candid expression, authenticity, and emotional appeal, these videos convey dissatisfaction and reflect broader conversations about the profession. Social media not only captures these stories but also operates as a mechanism of social influence, where educators’ decisions may be shaped by the collective narratives they encounter. This study contributes to the growing body of research on digital teacher communities by examining how TikTok serves as a space where educators construct and share exit narratives that influence peer perceptions, amplify conversations around attrition, and reflect the social influence processes shaping decisions to leave the profession. These findings provide insight into how social media narratives reflect the factors influencing teacher attrition, offering implications for recruitment, retention, and how education stakeholders respond to evolving perceptions of the profession.