TikTok Use in Municipal Elections: From Candidate-Majors to Influencer-Politicians

Abstract

TikTok is without any doubt the most successful social network among Gen Zers and, consequently, is increasingly becoming their preferred place to discuss, share opinions, rally around social issues, and express political alignments. Accordingly, both politicians and political parties around the world are joining the platform to connect with young voters: previous exploratory studies, however, have shown that most political actors struggle to adapt to the platform’s affordances, appearing cringy, out of touch, or simply using TikTok as an «old medium», without utilizing it to enhance interaction with citizens. This article contributes to the emerging stream of literature looking at the political uses of this platform in electoral campaigns by studying its application in a local election, focusing on how Ada Colau, candidate mayor for the 2023 Barcelona Municipal elections, has integrated TikTok in her communication strategy. Applying an affordance-based multimodal content analysis of all the tiktoks posted during the campaign, the paper discloses that, although not fully exploiting the platform’s affordances –in particular its participatory potential– the candidate optimally adapts to its vernaculars and cultural environment, constructing a highly recognizable personal style, which seems to borrow and implement the marketing techniques used by influencers and internet celebrities. Therefore, the study concludes that Ada Colau can be considered an example of a new category of celebrity politician, the «influencer-politician», suggesting that future research should dig deeper into this novel dynamic of hybridization and cross-pollination between politics and digital cultures.