While TikTok has established itself as a new platform for political communication, its role during elections remains understudied by researchers. In this article, we present a content analysis of actor dynamics and ideological content characteristics on TikTok during the early phase of the 2022 election campaign in Sweden, combined with an analysis of how political orientation and utilization of TikTok’s platform features impact user engagement. Results reveal that party youth organizations had a prominent presence during the campaign, while traditional party actors were less established. TikTok tends to lean toward right-wing content, with right-wing praise being a significant predictor of user engagement. Semiotic resources such as stickers and emoticons but also added music, were widely used platform features, but these features had no or weak negative effects on user engagement. Added speech, particularly when praising right-wing politics, positively influenced user engagement, suggesting the importance of verbal communication on a platform characterized by multimodal experimentation.

中文翻译：

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TikTok 上的右翼浪潮？瑞典 2022 年初竞选期间的意识形态取向、平台功能和用户参与度


尽管 TikTok 已成为政治沟通的新平台，但研究人员仍未充分研究它在选举中的作用。在本文中，我们对 2022 年瑞典竞选初期阶段的 TikTok 上的参与者动态和意识形态内容特征进行了内容分析，并结合了 TikTok 平台功能的政治取向和使用如何影响用户参与度的分析。结果显示，政党青年组织在竞选期间占据显着地位，而传统政党参与者则不太知名。 TikTok 往往倾向于右翼内容，右翼赞扬是用户参与度的重要预测指标。贴纸和表情符号等符号资源以及添加的音乐是广泛使用的平台功能，但这些功能对用户参与度没有或只有轻微的负面影响。添加的言论，特别是在赞扬右翼政治时，对用户参与度产生了积极影响，这表明在以多模式实验为特征的平台上进行口头交流的重要性。