Politisk kommunikation och sociala medier: TikTok, en politisk arena där popcornätande och öldrickande vinner

Abstract: The study aims to provide insights into political communication on social media, particularly the rise of right-wing populist parties among young voters and their connection to the theories of personification, populism, and dramaturgy. It focuses on how the Moderate Party adapts and structures its communication strategies on TikTok and Instagram in preparation for the 2022 election to engage followers. The study adopts a qualitative methodology through content analysis. By analyzing the selected material of the Moderate Party's communication on Instagram and TikTok, the study aspires to observe their strategies and interactions with voters. It draws upon established principles in rhetorical theories and concepts such as doxa, ethos, logos, and pathos, as well as Mral's three levels of interpretation: endorsing, negotiating, and opposing. The theoretical framework encompasses theories of political communication on social media, personification, populism, and dramaturgy. The results highlight the potential impact of personification and populist rhetoric and the long-term effects that TikTok, as a platform for political personification and populism, may have on democracy. We observe an increased personalization of politicians, making it easier than ever to interact with them. Simultaneously, there is a growing use of populist rhetoric among politicians, where attacking other parties becomes more important than emphasizing their own messages, thereby increasing the party's electoral prospects. The study also emphasizes the need to examine the long-term effects of TikTok as a platform for political personification and populism on democratic processes. In conclusion, the subject is still under exploration, and further research is required. It also acknowledges the increased proximity between politicians and citizens facilitated by social media, while noting the risk of prioritizing popularity and entertainment over substantive politics. The importance of continued research to understand these potential consequences and their implications for democracy is emphasized.