DMRC Chief investigator and Senior Lecturer in the School of Communication of Queensland University of Technology (QUT), Dr Aljosha Karim Schapals highlights how political parties have harnessed TikTok’s power, creating viral content that captures the youth vote in the 2024 UK General Election. Labour’s 8-second clips, such as “POV: Rishi Sunak’s searches,” have garnered millions of views. Despite the humorous approach, critics argue these videos lack substantive policy discussions, focusing instead on ridiculing opponents. The trend underscores a shift in political engagement, with 34% of young voters using TikTok as their primary news source.
Read the full article at Election Analysis.uk here.
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