Politician Using Tiktok to Garner Voter’s Support

Noor Afzaliza Nazira Ibrahim, Mohd Sufiean Hassan, Zuliani Mohd Azni, Fatimah Yazmin Yahaya, Siti Nur Izyandiyana Ab Hadi, Maizatul Haizan Mahbob, Nazri Kahar and Siti Nurshahidah Sah Allam
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Noor Afzaliza Nazira Ibrahim: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Mohd Sufiean Hassan: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Zuliani Mohd Azni: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Fatimah Yazmin Yahaya: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Siti Nur Izyandiyana Ab Hadi: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Maizatul Haizan Mahbob: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Nazri Kahar: Faculty of Communication and Media Studies, Universiti Teknologi MARA, Cawangan Melaka Kampus Alor Gajah, KM 26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Siti Nurshahidah Sah Allam: Centre for Research in Media and Communication, Universiti Kebangsaan Malaysia Bangi, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 1835-1842

Abstract: Politicians are increasingly turning to TikTok to garner voter support, leveraging the platform’s extensive reach and strong appeal to younger demographics. By creating short, engaging videos, they have the opportunity to humanize themselves, communicate their policy ideas, and participate in trending challenges, all of which make their messages more relatable and shareable. The format of TikTok allows politicians to showcase a different side of their personalities, using humour, creativity, and authenticity to build a connection with their audience. Through TikTok’s algorithm, which favours viral content, these videos have the potential to reach millions of viewers quickly, amplifying the politicians’ messages far beyond their immediate followers. This viral potential is crucial in helping politicians connect with voters on a more personal level, as the platform’s interactive features—such as duets, stitches, and comment sections—allow for direct engagement and real-time feedback. Furthermore, TikTok’s dynamic, participatory nature enables politicians to engage with their audiences more conversationally and informally, which can be particularly appealing to younger voters who are less engaged with traditional media outlets like television or newspapers. By tapping into this method, politicians can mobilize and influence voters more effectively, reaching individuals who may not typically follow politics or participate in elections. This approach not only expands their audience but also builds a sense of community and loyalty among followers, enhancing their overall campaign strategy. As digital platforms continue to shape the landscape of political communication, TikTok stands out as a powerful tool for modern political engagement.

Date: 2024
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