TikTok Political Performances and the Mediatisation of Power among Nigerian Politicians
Year: 2026
Type: article
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.
Institution: Ignatius Ajuru University of Education
Language: English
Topic: Social Media and Politics
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7221325540
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