Identidades políticas no TikTok

o efeito das estratégias de Lula e Bolsonaro no engajamento jovem nas eleições de 2022

Abstract

TikTok is currently a platform with unique characteristics: part social network, part streaming service, the Chinese app has become woven into the cultural fabric of younger generations. It serves as both a catalyst and a driver of its own digital language, compelling newcomers to adapt their identity to this medium if they wish to communicate effectively within this environment. In this article, we analyze the posts of candidates Jair Bolsonaro and Luiz Inácio Lula da Silva during the official 2022 electoral campaign period, exploring how these politicians adjusted their communication for the young audience prevalent in TikTok culture. The results show that both candidates adapted their strategies and language to connect with the app's target audience, achieving different outcomes. As a theoretical contribution, this article offers methodological approaches for research on and within the platform, further discussing the platform's impact on studies of digital culture.