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The Role of TikTok in Shaping Political Preferences During European Elections in Bulgaria

Europe (Central and Eastern)
Democracy
Elections
Media
Social Media
Communication
Electoral Behaviour
Narratives
Kaloyan Velchev
University of Sofia
Daniel Smilov
University of Sofia
Ruzha Smilova
University of Sofia
Kaloyan Velchev
University of Sofia
Studying the 2024 European Elections in Ten Countries on Short-Video Platforms: Methodological Challenges and (Un)expected Results

Abstract

The emergence of social media platforms as influential actors in political communication has reshaped election dynamics worldwide and the last EP elections provide some very convincing evidence. This study explores the impact of TikTok on the European elections in Bulgaria. By analyzing campaign key narratives on TikTok, user-generated content, and interaction trends on TikTok, the research identifies key patterns of engagement and tries to answer the question how social media are changing party politics and voter preferences. This study contributes to the understanding of digital media’s influence on democratic participation in Eastern Europe.