CHIDOZIE, Cecilia Chibunma,
EZE, George Ogazi Mani
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CHIDOZIE, Cecilia Chibunma
Department of Mass Communication, Faculty of Humanities, Ignatius Ajuru University of Education, Port Harcourt, Nigeria.
ORCID: 0009-0002-7116-9105
Abstract
This study examined the fascinating overlap between social media performance and political communication, focusing specifically on TikTok as a platform for the mediatisation of power among Nigerian politicians. It investigated how political figures are harnessing TikTok’s unique visual and algorithmic features to shape their public personas, rally support, and sway public opinion. The content analysis of select TikTok campaigns from the 2019 and 2023 electoral cycles, the research uncovered common strategies like humor, music, dance, and hashtag activism that boost visibility and resonate politically. The findings showed that TikTok allows politicians to sidestep traditional media gatekeepers, connect with younger audiences, and build emotional ties with viewers. However, the platform's performative aspect also brings challenges, such as the risk of misrepresentation, the rise of populism driven by virality, and the potential erosion of political credibility. This research enhanced our understanding of digital political communication in sub-Saharan Africa and sheds light on the broader implications of mediatised political power in today’s democracies.
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