In the realm of modern politics, the sway of social media holds immense power, with platforms like Instagram and Tiktok serving as pivotal arenas for shaping or dismantling political movements.
A notable demonstration of this phenomenon unfolded during the recent New York Mayoral election. Despite being an Irish resident in London, my Instagram feed was inundated with updates on Zohran Mamdani’s successful mayoral campaign in New York City.
The dynamics of hope and animosity prove to be highly infectious, and social media serves as a potent tool for both. Nigel Farage, in particular, excels at condensing contentious narratives into easily shareable soundbites that resonate strongly with his followers.
A recent report by the charity Demos delved into the perspectives of 16-year-olds, drawing insights from workshops involving over 700 young individuals nationwide. The report shed light on their views on social media, politics, the state of the nation, and their aspirations.
According to the findings, mainstream politicians struggle to effectively engage with young audiences. While Nigel Farage may not evoke universal fondness, his adept use of social media and candid communication style earn him admiration. Conversely, Keir Starmer, the Prime Minister, faces the challenge of being perceived as invisible rather than disliked.
Keir Starmer’s foray into the realm of social media communication, particularly through Tiktok, signals a positive step towards capturing the attention of Generation Z. Despite the recent launch of his Tiktok account, which has already garnered 26.5k followers, there is a considerable distance to cover to match the substantial following of Nigel Farage, who boasts 1.4 million followers on the platform.
The Demos report underscores the pivotal role of Tiktok in fostering democratic engagement among young individuals. For many, Tiktok serves as a primary source of news consumption, outpacing traditional media channels in terms of speed and relatability to their daily lives.
To resonate with the younger electorate, political posts must exude vibrancy, freshness, and authenticity. This approach is crucial for political figures as it influences the formation of political identities even before policy discussions ensue.
The era of viral content dictates a new landscape for political engagement, where memes often precede substantive encounters with political figures. Keir’s initial Tiktok endeavors may have faced some hurdles, with calls for Larry the Cat to assume the role of Prime Minister, but his videos have garnered substantial viewership.
Labour faces an uphill battle in the realm of social media, yet their efforts to adapt and engage with newer communication channels signify a willingness to compete in this evolving arena, despite entering the game relatively late.