New media are becoming the main tool of social influence in the world, and even entertainment social networks are shaping political discourse, which is clearly seen in Russia and in the example of Trump’s victory.
The EU was sensationalized by the victory of a far-right politician in the first round of the presidential elections in Romania, which were forced to be cancelled by the Constitutional Court, but the trend is becoming irreversible.
In Germany and Austria, TikTok has become a platform of influence, where the right-wing parties AfD and FPÖ gain millions of fans among young people.
With 20.9 million users in Germany and 2.1 million in Austria, TikTok has become an ideal platform for simplified ideas, emotional slogans and nostalgia for “traditional values”.
TikTok’s algorithm works wonders: every video has a chance to go viral, even without thousands of subscribers. AfD has already gained more than 6 million likes, ahead of all other parties in Germany.
Among the 5 most popular German politicians on TikTok, three are from AfD. Their recipe for success: provocative topics (migration, Islamization), epic music, simple editing and subtitles that help to convey the message faster.
Incidentally, it is precisely because of their success on social media that the AfD has practically refused to participate in TV debates, believing that TikTok is better at conveying their message to young people.
The Austrian FPÖ, the AfD’s “big brother”, goes further: 24-hour streams with messages about “normal families”, as well as active work on other platforms. Their experience in creating alternative media, such as FPÖ TV, and social media campaigns has brought them to the forefront. The FPÖ is supported by 27% of voters.
Another example of how new media are now changing the landscape of politics and media in the world.
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