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Local Businesses in Bethlehem Face Uncertainty Amidst TikTok Ban

BETHLEHEM, Pa. — As TikTok hovers on the brink of a nationwide ban, local business proprietors who depend heavily on the trendy social media platform scramble to devise alternative strategies. The potential loss of this vital advertising tool has thrown many entrepreneurs into a state of anxiety.

Business Owners Feeling the Pressure

"We’re in a state of panic," expressed Lauren McChesney, who co-owns Shankweiler’s Drive-In Movie Theater located in North Whitehall Township. "TikTok was one of our most effective ways to connect with new audiences."

The impending ban has significant implications for businesses that target younger demographics. The platform has proven to be a crucial avenue for reaching millennials and Generation Z, who tend to spend less time engaging with traditional media like newspapers, billboards, or television advertisements.

Legislative Context Surrounding TikTok

The upcoming ban of TikTok, a widely-used app for creating and sharing short video content, is slated to take effect in the United States following a law that Congress enacted in December. This legislation mandates that TikTok’s parent company, ByteDance—a Chinese enterprise—must divest to an American entity or face a complete prohibition on its operations in the U.S.

The Supreme Court subsequently validated this law in a ruling issued last Friday, justifying this action on the grounds of national security concerns. “TikTok’s scale, susceptibility to foreign adversary control, and the significant volumes of sensitive data it collects warrant special treatment to mitigate government concerns of security," the court articulated.

The controversy surrounding TikTok originally surfaced during the final phase of President Donald Trump’s first term in 2020, igniting broader conversations about data privacy, national security, and the complexities of U.S.-China relations. Jefferson Pooley, an affiliated professor of media and communication at Muhlenberg College, characterized the proposed ban as “ridiculous fear-mongering.”

"Just because the app is owned by a Chinese company, there’s an assumption they may use the algorithm to manipulate user sentiments toward communism," Pooley stated. He also raised concerns regarding the lack of evidence supporting such claims, contending that the motivations prompting Congress’s decision remain questionable.

‘Renewing Business Strategies from Scratch’

For McChesney and her fellow local business owners, a potential TikTok ban translates to losing a vital connection to a younger market heavily reliant on social media. “People in the 18-34 age group are not looking at newspapers, billboards, or television commercials. They’re primarily on social media. TikTok was our primary means of engagement,” she explained.

Shankweiler’s Drive-In Movie Theater established its TikTok presence in 2022 and began sharing various content types, including behind-the-scenes footage, movie trailers, and cooperative promotions with other local businesses. The drive-in’s initial TikTok follower count stood at just six, but it rapidly soared to over 32,000.

"Now, we feel compelled to rebuild everything from the ground up," McChesney lamented. "It seems shortsighted for our government to focus on banning an app when there are pressing issues that deserve more attention."

Other Affected Entities

The ramifications of a TikTok ban extend beyond individual businesses. The Lehigh Valley IronPigs, a Triple-A affiliate of the Philadelphia Phillies, also faces challenges due to their TikTok platform, which boasts more than 44,800 followers. Team spokesperson Matt Bari remarked, “This impending ban feels like a strikeout. It’s unfortunate to lose such a popular resource."

Their TikTok account features engaging content such as game-day highlights, behind-the-scenes glimpses of players, and heartwarming family moments shared at the ballpark.

Additionally, the tourism organization Discover Lehigh Valley, which is committed to showcasing local attractions, has amassed over 30,000 followers on TikTok. Although social and content manager Hanna O’Reilly refrained from elaborating on the situation, CEO Alex Michaels acknowledged the group’s awareness of the necessity for a diversified digital strategy in the face of potential disruption.

"Should a TikTok ban take effect, we are confident in our capacity to adjust and continue providing invaluable content to promote our region," Michaels assured.

Is There Still a Glimmer of Hope?

While organizations like Discover Lehigh Valley and businesses such as Shankweiler’s are readying for potential pivoting, Jefferson Pooley noted that there remains a chance the TikTok ban may not be enforced as anticipated.

"While it’s likely the app won’t be available in the App Store by January 19, there are ongoing discussions that could obstruct the ban," he remarked.

Most recently, billionaire businessman Frank McCourt and his internet advocacy group disclosed their proposal to acquire TikTok from ByteDance, a move backed by prominent figures such as Shark Tank investor Kevin O’Leary.

Even President Trump expressed his views on the matter, requesting the Supreme Court to suspend its ruling on the TikTok ban until he assumed office. However, the court declined this request just three days prior to the inauguration. Trump conveyed on TruthSocial, “A decision on TikTok will emerge in the not-too-distant future, but I must have time to review the situation.” Pooley humorously reflected on this irony, observing that Trump is the very individual who instigated this controversy.

The Role of AI legalese decoder

Given the complex legal landscape surrounding the potential TikTok ban, businesses can benefit greatly from tools like the AI legalese decoder. This innovative platform translates intricate legal jargon into understandable language, enabling business owners to grasp the implications of legislative changes affecting their operations.

By using AI legalese decoder, local entrepreneurs can effectively navigate the legal frameworks, anticipate the impact on their digital strategies, and devise informed plans to adapt to a changing environment. With increased clarity and understanding, they will not only prepare for contingency scenarios but also maintain resilience in uncertain times.

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