A study led by Universitat Internacional de Catalunya (UIC) and the Universitat Autònoma de Barcelona (UAB) reveals a “limited and inconsistent” use of the social media platform TikTok by political representatives during the 2024 European Parliament elections, based on an analysis of 189 posts published by the 10 leading candidates during the campaign.

The study, conducted by UIC researcher and vice-dean of the Faculty of Communication Sciences Núria Roca Trenchs and UAB researcher Laura Cervi, concludes that the candidates analysed “underuse the platform’s potential”. Núria Roca Trenchs, an expert in political communication, highlights that candidates continue to follow a traditional communication model: “We have found that, despite changing the channel, the communication culture remains the same. Social media promised to move beyond the one-way model of traditional media, but many politicians use it according to the same logic,” says the UIC lecturer.

Specifically, in 83.43% of the videos analysed, politicians use TikTok as a promotional tool. “The platform’s most interesting features, such as video replies to comments, reactions, duets and the incorporation of user-generated content, are being overlooked,” argues Roca. The study highlights that, although TikTok was incorporated into the election campaign, it was used according to the logic of television. According to the authors, most of the content analysed featured “controlled production and a closed message”.

The evolution of politainment

Núria Roca Trenchs points to a “fundamental shift” in the concept of politainment, which describes the fusion of politics and entertainment. “Politicians no longer need a media outlet to turn their content into entertainment; they can do it themselves. The problem arises when entertainment ceases to be the gateway to content and becomes the content itself,” notes the article’s co-author.

The study identifies higher engagement among populist parties, attributed to their greater adaptation to the platform’s cultural environment through the use of music, text and visual effects. The findings also show that emotional and controversial content attracts a higher number of views. “We can affirm that there is a certain affinity between the language of the platform and particular characteristics of populist communication: personalisation, emotion, simplification, the construction of an ‘us versus them’ narrative, and the clear identification of adversaries,” explains the UIC lecturer. 

More Spanish politics than European politics

The study highlights that 42.32% of video content focuses on Spanish politics, while European issues account for 22.22% of the total. In addition, according to the analysis, the actors studied “rarely invite audiences to engage actively in politics”. Politicians appeal to voters by asking them to vote for them: “None of the politicians analysed appears to regard TikTok as a channel for dialogue with their electorate,” the authors note.

Upcoming general election

Núria Roca Trenchs expects TikTok use to be widespread across all political parties in the run-up to the next Spanish general election: “It will move from being a complementary channel to becoming part of the core of parties’ digital strategies, particularly in the competition for younger voters,” says the communication expert. “The most important question is whether this adaptation will help explain politics more effectively or simply make the battle for attention more efficient,” she concludes.