TikTok and Democratic Recession: An Analysis of the Trump and Harris 2024 Campaign
- Jaime Andrés Wilches Tinjacá Francisco José de Caldas District University https://orcid.org/0000-0002-4425-9394
- Hugo Fernando Guerrero Sierra Military University Nueva Granada https://orcid.org/0000-0002-7280-1662
- César Augusto Niño González La Salle University https://orcid.org/0000-0002-1417-6643
Abstract
The United States presidential elections were characterized by the absence of scenarios representing ideologies in dispute over the orientation of the societal model. Instead, a trend was evident in which apathy towards deliberative democracy and the hyper-personalization of candidates were exacerbated. This article analyzes the impact of TikTok on the described trend through the study of the political campaigns of Donald Trump and Kamala Harris during the 2024 electoral contest. The method uses content analysis based on three dimensions (thematic, technical, and emotional), with a corpus of 406 TikToks published on the official accounts of the candidates and generated by third parties. The results show that TikTok has become a crucial tool for political communication, allowing direct interaction with voters. This does not imply a constant production of communicative pieces but rather transforms influence into the strategic ability to viralize content and project charismatic traits of politicians. The discussion highlights how TikTok has transformed politics into a spectacle, where authenticity and emotional connection prevail over rationality and information verification. The research is novel in providing evidence of TikTok's impact on contemporary democracies and electoral marketing, emphasizing the need for new theories on information manipulation and media literacy in the digital age.
Author Biographies
Doctor Cum Laude en Comunicación de la Universidad Pompeu Fabra de Barcelona, magíster en Estudios Políticos y Politólogo de la Universidad Nacional de Colombia, especialista en gestión de ciudad y territorio de la Universidad Externado de Colombia, comunicador social y periodista de la Universidad Central. Experiencia de 16 años en la coordinación de proyectos de docencia, investigación y extensión social. Creador del Canal de YouTube Clase Abierta. Profesor titular de la Facultad de Ciencias y Educación de la Universidad Distrital Francisco José de Caldas - Bogotá.
Doctor Cum Laude en Relaciones Internacionales y Globalización, M.A en Derecho Internacional Público y Relaciones Internacionales y M.A en Cooperación Internacional por la Universidad Complutense de Madrid (España). M.A en Gobernabilidad y Gestión Pública por el Instituto Ortega y Gasset (España). M.A en Estudios Estratégicos y Seguridad Internacional de la Universidad de Granada (España). Abogado de la Universidad Nacional de Colombia. Profesor titular de la Facultad de Relaciones Internacionales, Estrategia y Seguridad de la Universidad Militar Nueva Granada-Bogotá.
Doctor en Derecho Internacional y Doctorando en Estudios Internacionales de Paz, Conflictos y Desarrollo. Magister en Seguridad y Defensa Nacionales, Profesional en Política y Relaciones Internacionales. Temas de interés: violencia, conflicto, seguridad, terrorismo y geopolítica. Columnista y analista en diferentes medios de comunicación nacionales y extranjeros. Autor de varios capítulos de libros y artículos en revistas indexadas. Profesor asociado de la Facultad de Economía Empresa y Desarrollo Sostenible de la Universidad de La Salle - Bogotá.
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