Communication Strategies and Online Political Attack

TikTok as a Global Electoral Battleground

Abstract

This research examines the strategies and tactics of political campaigns on TikTok, a rapidly growing platform, highlighting both successful methods and the ethical challenges tied to violent and polarizing content. Using a mixed-methods approach, the study identifies key strategies in successful political campaigns, such as hashtags, challenges, influencer collaborations, targeted messaging, and content adaptation. Dominant themes include "issue awareness" and "policy explanation." The study links specific TikTok strategies to campaign success while noting the negative impact of unregulated content on political discourse. The research offers practical recommendations for campaign strategists to adopt responsible strategies and calls for continued research in this evolving area of digital political campaigns.