The next session of the ICA 2024 conference that I’m in starts with Christian Pipal, whose interest is in political communication and viewer engagement on TikTok. He begins by noting the use of TikTok by the Austrian presidential candidate (and subsequently president) in Austria, Alexander van der Bellen, who both announced his candidacy there and posted the requisite dancing videos.
TikTok may be especially attractive to political candidates because of its younger audience profile, but is this dancing or talking politics? Candidates have explored some very different communicative styles that seem to work for them on this platform: comedic, documentary …