The Utilization of Social Media by Far-Right Political Parties: A Study on Victory Party

Abstract

The present study aims to examine the Victory Party's communication strategies on TikTok, thereby contributing to the body of literature concerning the role of TikTok in the political communication processes of far-right political parties. The research encompassed a content analysis of 171 videos published between September 4, 2021, and May 3, 2023. The analysis categorized these videos in terms of their thematic content, linguistic structures, formats, objectives, emotional tones, engagement metrics, lexical choices, and spokespersons. The findings indicated that the Victory Party's TikTok content was primarily shaped by nationalistic motivations, as evidenced by the omission of local languages. Additionally, the lack of accessibility features, such as subtitles, restricted access for individuals with disabilities. The content failed to conform to TikTok's dynamic structure, resulting in suboptimal engagement rates. Furthermore, the analysis identified xenophobic discourse targeting immigrant populations, which had the potential to exacerbate societal polarization.