How TikTok can potentially get a president elected
Corneliu Bjola, a Romanian-born professor of Digital Diplomacy at the University of Oxford, discussed with DW how social media manipulation can drive election outcomes. Many experts believe TikTok played a pivotal role in advancing Calin Georgescu, a little-known far-right, pro-Russia candidate, to the runoff of Romania’s presidential election on November 24. Georgescu now faces progressive liberal Elena Lasconi in the final round.
Bjola described the campaign as unprecedented, not only in Romania but also in broader European and American contexts. Traditionally, social media complemented traditional campaigns—those featuring public appearances and debates. However, Georgescu's campaign reversed this dynamic. Lacking party infrastructure, networks, or even a well-known biography, his campaign relied almost entirely on social media. While other candidates invested heavily in traditional methods, Georgescu claimed zero funding, though credible sources estimate campaign costs at over €2 million from unknown origins.
A critical tactic involved leveraging TikTok influencers. Initially, these influencers were not instructed to promote Georgescu directly but to describe traits of an ideal candidate, such as “integrity,” “independence,” and “professionalism.” This technique, known as priming, subtly shaped audience expectations. Viewers began associating these qualities with Georgescu through keywords and themes introduced by influencers, many of whom were unaware of their indirect role in his campaign. Some later expressed regret for unknowingly supporting him.
The campaign then transitioned to another method: coordinated use of hashtags, like "vote Georgescu," in comments on TikTok clips. This strategy combined astroturfing—creating the illusion of widespread grassroots support—with bots and trolls to amplify Georgescu’s visibility. By crafting the appearance of organic momentum, his campaign cultivated credibility and word-of-mouth dissemination.
Bjola emphasized the shift in campaign dynamics, where digital platforms like TikTok now dominate as primary arenas. Georgescu’s campaign highlights how sophisticated manipulation techniques can achieve substantial political gains despite limited public recognition or traditional resources.
blogpay
Total Comments: 0