The rise of TikTok elections: the Australian Labor Party’s use of TikTok in the 2022 federal election campaigning

Abstract

TikTok is an influential social media platform. During the 2022 Australian Federal election, the major political parties used TikTok as a campaigning tool. This research analysed the TikTok videos from the Australian Labor Party (ALP). The analysis primarily considered how the posts use visibility labour and other TikTok-based performance tools. It was found that they actively engaged in visibility labour, and employed popular culture to frame political issues. For youth who may not be politically active, cultural references can serve as a shared symbolic resource, aiding them in navigating political expression. This makes such references crucial, as they can help engage young users. Although TikTok utilises a short-form approach, the videos can contain substantial content that has the power to persuade viewers. The ALP used popular culture trends and more traditional techniques such as negative campaigning and humour, to attract supporter attention, denigrate the opposition and, attract the attention of all voters.