المسـؤولية الاجتماعيـة للإعلام، تيـك تـوك، المؤثـرون الرقميـون، كلمـات مفتاحيـة: مدونـات السـلوك الأخلاقـي، المجـال العـام. Abstract: The study identifies the types of media ethical violations committed by Egyptian influencers and explains the reasons behind their breaches of social responsibility norms on TikTok, despite the arsenal of laws and ethical codes issued by Egypt’s Supreme Council for Media Regulation. The explanatory–descriptive study employs content analysis to examine short video clips produced by five Egyptian macro-influencers, each of whom has more than one million followers, during the period from 1 January to 1 May 2025. It also uses the case study method to investigate the influencers’ output, understand the meanings and implications behind content creators’ behaviour, and analyse the violations within their broader economic, political and social context. The study categorises the sample into the following profiles: the dancer, the regime loyalist, the "mahraganat" (or festival) song clip imitator, the expert in girls’ affairs and the prankster. Content analysis revealed that several major influencers systematically produce content that violates professional ethics through the promotion of vulgarity, the glorification of crime, the invasion of privacy, the misleading of audiences, digital begging, and at times even incitement to hatred. The analysis further showed that these violations do not occur in isolation from the surrounding political, economic and social environment; rather, in some cases, the authorities enable such content either by turning a blind eye to it or by using parts of it for propaganda purposes to legitimise government performance in an increasingly tense society. Moreover, the blending of the sacred and the profane, profiting from the display of distressed private lives, and the focus on bodily charisma indicate that the platform has become a space for undermining professional standards, not merely violating them. In light of these findings, the risks posed by TikTok lie not only in the problematic content it hosts or in its structural role in reshaping values, social relations and the ideal model of a successful or influential person, but also in the ineffectiveness of ethical codes of conduct in confronting the flood of content in a "system of triviality". This has prompted a heavy-handed security intervention under a legal framework employing elastic, ambiguous language in August 2025, an intervention that raises concerns about class and gender biases. Keywords: Media Social Responsibility, TikTok, Digital Influencers, Ethical Codes of Conduct, Public Sphere.
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