Politics can be defined as the intricate network of activities centred on a state's government and the official actions of its elected representatives. This field is characterised by its dynamism, with a unique language, strategies and tools. Direct political communication is at the core of this field, and it plays an essential role in shaping societies and state governments (Bernhard and Dohle, 2018). The utilisation of diverse social media platforms in a political context has become a prevalent phenomenon. During the 2008 US presidential election campaign, Barack Obama demonstrated the potential of social media to influence election campaigns. In consequence, he was regarded as a role model and internet pioneer for many other such campaigns. The present paper analyses relevant studies regarding social media as a medium of political communication, and it examines the structure of messages on social media and the forces behind it, in which social media companies play an important role.
Table of Contents
Abstract
1. The role of social media in political communication
2. TikTok as a new arena for political communication
Conclusion
Bibliography
Objectives and Core Themes
This paper examines how modern digital technologies and social media platforms transform political communication, with a specific focus on TikTok as an emerging arena for political engagement, visual communication, and voter interaction.
- The transition from traditional mass media communication triangles to decentralized social media networks
- The role of TikTok and its unique design centered on brief video content and sophisticated algorithms
- The phenomenon of political personalization and individualization in digital campaigns
- The strategic use of visual imagery by politicians to connect with younger demographics
- Regulatory challenges, disinformation campaigns, and information filter bubbles on social platforms
Excerpt from the Book
TikTok as a new arena for political communication
TikTok was developed by ByteDance, a Beijing-based corporation. The company had previously launched Douyin for the Chinese market in September 2016. Subsequently, in 2017, it launched TikTok in markets outside China. It is evident that both services demonstrate a high degree of similarity, yet it should be noted that they are operated on disparate servers in order to ensure adherence to the relevant Chinese regulatory framework. In 2018, TikTok merged with the social media application Musical.ly with a view to establishing a more extensive video community. TikTok is distinguished by its unconventional design, which sets it apart from other social networks. The application places a greater emphasis on the consumption of brief video content, a departure from the visual and textual orientation that characterises other social media platforms such as Instagram and X. Images have become an integral component of contemporary society, permeating all facets of our daily lives. As posited by Farkas and Bene (2021), individuals are inclined to accept as valid information that is corroborated by visual evidence. The contemporary age is characterised by the pervasive presence of photography. This assertion is corroborated by statistical evidence. Research indicates that 300 million photos are uploaded to Facebook and 95 million to Instagram on a daily basis (Stout, 2024). Visual elements have been demonstrated to be more effective in facilitating memory than written text. This method has been demonstrated to facilitate the conveyance of more precise messages, which are more challenging to articulate through verbal communication (Grabe and Bucy, 2019). Visual elements have also become increasingly significant in the domain of political communication. In particular, there has been a notable increase in academic attention to visual aspects in political communication in recent years (Stout, 2019). This phenomenon can be attributed to the advancements in technology, from the inception of print media to the emergence of television, and ultimately, the internet.
Summary of Chapters
Abstract: Provides a concise overview of how political communication has evolved from traditional government-citizen frameworks to modern social media campaigns influenced by digital platforms.
1. The role of social media in political communication: Analyzes the historical shift from the traditional mass media 'communication triangle' to interactive online platforms and their impact on civic participation.
2. TikTok as a new arena for political communication: Explores TikTok's unique architecture, its emphasis on short-form video content, visual politics, and the strategic personalization employed by political actors.
Conclusion: Synthesizes how concise video formats and sophisticated algorithms have become pivotal tools for politicians to communicate targeted messages effectively to broad audiences.
Bibliography: Lists academic studies, research papers, and legal documentation regarding social media, political participation, and platform regulations.
Keywords
Political Communication, Social Media, TikTok, Digital Campaigns, Personalization, Visual Politics, Algorithm, Filter Bubble, Civic Participation, ByteDance, Disinformation, Political Actors
Frequently Asked Questions
What is the fundamental subject of the paper?
The paper examines how new digital technologies and social media platforms facilitate modern political communication, with a specialized focus on TikTok as a transformative political arena.
What are the central thematic fields covered in the text?
The core themes include the historical transition of political communication channels, the rise of social media in election campaigns, visual political communication, platform algorithms, and regulatory issues surrounding apps like TikTok.
What is the primary objective or research question of the work?
The paper aims to analyze relevant studies regarding social media as a medium for political communication, examining message structures, platform mechanics, and how politicians utilize visual tools to connect with voters.
Which scientific methods and approaches are utilized?
The paper relies on a comprehensive literature review and qualitative analysis of existing empirical studies, academic research, and statistics concerning online political behavior and media effects.
What topics are addressed in the main body of the work?
The main body details the evolution from traditional mass media and Web 1.0 to Web 2.0 social networks, the specific architectural and algorithmic features of TikTok, and the trend toward political personalization.
Which keywords best characterize the research?
Key terms include political communication, social media, TikTok, personalization, visual politics, algorithms, filter bubbles, and civic participation.
How does the author describe the shift from traditional media to social media in politics?
The author notes a transition from a passive one-way 'communication triangle' (mass media, politics, citizens) to interactive, decentralized digital networks that enable both top-down and bottom-up communication.
What role does visual content and personalization play on TikTok according to the text?
Visual content on TikTok fosters political personalization by allowing politicians to present themselves more informally and authentically as regular individuals, thereby narrowing the psychological distance to younger voters.
- Arbeit zitieren
- Anonymous (Autor:in), 2026, Political communication facilitated by new technologies. TikTok – a new political arena, München, GRIN Verlag, https://www.grin.com/document/1772825
