Disinformation in presidential campaigns on TikTok: the case of the 2024 presidential elections in Mexico

Daniella Pérez Muñoa

SAP Netnography, 2025

Abstract: This study analyzes the misinformation spread on TikTok during the 2024 Mexican presidential campaign, with an emphasis on its possible influence on electoral behavior. The research is based on the context of the growing use of social media as a space for political communication, where TikTok has established itself as a key platform due to its capacity for virality and its reach among young audiences. The most relevant hoaxes debunked by the fact-checking sites Animal Político and Verificado between March and June 2024 are examined, categorizing their textual and visual narratives, as well as their discursive resources and manipulation strategies. The methodology combines content analysis, critical discourse analysis, and semiotic analysis, along with interviews with fact-checkers and specialists in political communication. The areas analyzed include political gender violence, the delegitimization of political actors, the use of deepfakes, and strategies to reconfigure the political agenda. This work seeks to contribute to the understanding of how false content can influence voting intentions, the perception of candidates, and the civic engagement of citizens, particularly young voters. The results aim to contribute to the academic debate on the challenges facing democracy in the digital age and the need to strengthen verification practices and media literacy.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net2025165

DOI: 10.62486/net2025165

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