Attracting the Vote on TikTok: Far-Right Parties’ Emotional Communication Strategies in the 2024 European Elections

Journalism and Media, Journal Year: 2025, Volume and Issue: 6(1), P. 33 - 33

Published: Feb. 25, 2025

This study analyses the emotional communication strategies employed by far-right party leaders on TikTok during 2024 European elections, focusing their appeal to voters. Combining quantitative and qualitative content analysis of 472 videos from 27 in 24 countries, research examines dominant emotions, themes, stylistic resources, impact engagement. The results reveal a dual strategy that combines positive emotions such as hope ambition, which generate highest levels engagement, with negative fear uncertainty, emphasise crisis narratives. Leaders who balance optimism polarising narratives show greater resonance, particularly audiences. findings underscore growing role political demonstrate its effectiveness mobilising engagement among young people. Despite limitations, highlights sophistication digital provides insights into how use influence voter behaviour.

Language: Английский

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Double tap democracy: political authenticity in the TikTok era

Media International Australia, Journal Year: 2025, Volume and Issue: unknown

Published: March 19, 2025

This study explores how political leaders use TikTok to construct and communicate authenticity through strategies of immediacy, consistency ordinariness. Through a combined qualitative quantitative method, we take case approach analyse 380 videos by the in Queensland, Australia. Immediacy, most prominent type, demonstrates high engagement, reflecting platform's demand for real-time interaction. The concept ambivalent ordinariness, where politicians blend personal personas, emerges as significant strategy. is exemplified showing activities like cooking, which humanise image. However, also acknowledges paradox performative politics, strategic efforts appear genuine may undermine perceived authenticity. research contributes understanding social media platforms can effectively contribute offering insights into interplay between digital authentic communication.

Language: Английский

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Uso de TikTok en la comunicación política. Análisis del caso de Claudia Sheinbaum en México

Revista de la Asociación Española de Investigación de la Comunicación, Journal Year: 2025, Volume and Issue: 23, P. raeic122310 - raeic122310

Published: April 7, 2025

En el contexto de la comunicación digital actual, TikTok es una las redes sociales política con mayor impacto. Este estudio tiene como objetivo analizar características narrativas, interactivas, técnicas y discursivas los videos publicados por cuenta oficial candidata ganadora a presidencia México, fin identificar categorías analíticas estrategias que contribuyeron su éxito electoral. Se empleó metodología mixta original para examinar 325 candidata. Los resultados evidencian integración elementos técnicos, interactivos narrativos jugaron un papel clave en difusión del mensaje central Claudia Sheinbaum. También, configurar consolidar narrativa ascenso político torno categoría se definen “continuidad transformadora”.

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Constituency references in social media: MPs' usage and voters' reaction

European Journal of Political Research, Journal Year: 2025, Volume and Issue: unknown

Published: April 14, 2025

Abstract Social media platforms offer MPs the opportunity to directly signal attention their local voters in constituency. And while previous research has linked strategic use of such cues social posts electoral motives, we know very little about effectiveness. In this study, trace impact three steps. First, revisit claim that are electorally motivated by analysing 1,316,458 Tweets Swiss and German national (2009–2019). Second, survey experiment data ( N = 16,597) gauge whether reward with a higher likelihood voting for politician. Lastly, investigate MPs' explicit leads them obtain more preference votes National Council elections (2011–2019). The overall image emerges from these results is politicians particularly when campaigning, they not rewarded: both based on experimental observational do provide evidence idea adding comes an advantage.

Language: Английский

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Beyond the margin of error: a systematic and replicable audit of the TikTok research API

Information Communication & Society, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 19

Published: Nov. 7, 2024

The availability of an accurate API is essential tool for research examining the content and dissemination messages on large media platforms in twenty-first century. TikTok launched their as part a commitment to data transparency goal protecting youth vulnerable populations from harmful content. A systematic audit TikTok's researchers was performed comparing versus information displayed website (i.e., front-end), specifically metadata engagement (views, likes, shares, comments) assessing videos. Two teams with unique access accounts separately audited two distinct contexts: tobacco elections. Results showed significant discrepancies between front-end collected before July 2024. Discrepancies were most severe view counts, where regularly returned values multiple orders magnitude lower than those front-end. Significant found all four metrics both datasets. Furthermore, publicly available videos that not by API, errors how filters results account usernames. implications these issues efforts support community are discussed.

Language: Английский

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A Right-Wing Wave on TikTok? Ideological Orientations, Platform Features, and User Engagement During the Early 2022 Election Campaign in Sweden

Social Media + Society, Journal Year: 2024, Volume and Issue: 10(3)

Published: July 1, 2024

While TikTok has established itself as a new platform for political communication, its role during elections remains understudied by researchers. In this article, we present content analysis of actor dynamics and ideological characteristics on the early phase 2022 election campaign in Sweden, combined with an how orientation utilization TikTok’s features impact user engagement. Results reveal that party youth organizations had prominent presence campaign, while traditional actors were less established. tends to lean toward right-wing content, praise being significant predictor Semiotic resources such stickers emoticons but also added music, widely used features, these no or weak negative effects Added speech, particularly when praising politics, positively influenced engagement, suggesting importance verbal communication characterized multimodal experimentation.

Language: Английский

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Greek political leaders on TikTok: crafting visual bonds in election and non-election times

Humanities and Social Sciences Communications, Journal Year: 2024, Volume and Issue: 11(1)

Published: Sept. 27, 2024

Language: Английский

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Examining the rhetorical landscape of political campaign slogans in the Philippines: a rhetorical-semantic analysis

Cogent Arts and Humanities, Journal Year: 2024, Volume and Issue: 11(1)

Published: Oct. 21, 2024

Understanding the complexities of language utilization in political slogans and campaigns may reveal its importance molding public conversation impacting electoral results. The present study examined meaning various election campaign posters Philippines, employing rhetorical semantic analysis. central questions that seeks to answer are: How are meanings constructed from these slogans? What devices were used build Findings revealed Philippines embodied a unique linguistic structure. In other words, Philippine possess distinct style, as they convey messages commitment, authenticity, service candidates. While our findings highlight use more straightforward slogans, it could also be noted such simplicity is reinforced by local language. This very important context communication because multilingual country, using good way appeal people's emotions. suggest familiarity relatedness, which traits for people vote particular candidate.

Language: Английский

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News consumption and political participation of young people in new media – a narrative literature review

The Communication Review, Journal Year: 2024, Volume and Issue: 28(1), P. 101 - 129

Published: Oct. 23, 2024

Nowadays, young people are heavily active in new media, especially on social media. It is these platforms that they primarily consume news. These also a tool for expressing their opinions current affairs and political participation. Online media therefore presents great opportunities advantages, but challenges terms of safe information consumption the construction public opinion. This narrative literature review analyses published between 2018 2023 people's participation context In addition to providing overview research, it lists existing studies points out ramifications research this complex subject, as well possible future investigations topics study.

Language: Английский

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Exploring the role of TikTok for intersectionality marginalized groups: the case of Muslim female content creators in Germany

Frontiers in Political Science, Journal Year: 2024, Volume and Issue: 6

Published: Nov. 8, 2024

Introduction Social media has become a central part of everyday life, providing spaces for communication, self-expression, and social mobilization. TikTok, specifically, emerged as prominent platform marginalized groups, opportunities activism representation. However, research falls short in examining the specific role TikTok Muslim women Germany who face intersecting forms marginalization. This shortcoming reflects broader lack on experiences groups within TikTok’s logics affordances, what functions fulfills these communities. Against this backdrop, study examines female content creators its implications Our is guided by following questions: (a) What are main themes topics that being brought forward TikTok? (b) technical affordances do they use to communicate their content? (c) does fulfill an intersectionally group?. Methods We analyze 320 videos from 32 public accounts identified through snowball sampling. Data collection includes automated web scraping, manual transcription, qualitative coding. allows us identify topics, video formats, types answer our questions. Results findings show produce diverse ranging beauty lifestyle religious education justice. They shape platform’s functionalities creative use, while algorithm virality logic drive blend entertainment with personal content. The hijab emerges unique issue, framed both political fashion discourses. Overall, “third space” where challenge mainstream stereotypes offer alternative interpretations identity. While provides empowerment visibility, it also exposes hate speech harassment. tools counter issues, but underlying hierarchies often limit making site vulnerability. Discussion highlights need further into particularly across platforms, gender, religion.

Language: Английский

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