Double tap democracy: political authenticity in the TikTok era

Abstract

This study explores how political leaders use TikTok to construct and communicate political authenticity through strategies of immediacy, consistency and ordinariness. Through a combined qualitative and quantitative method, we take a case study approach and analyse 380 videos by the political leaders in Queensland, Australia. Immediacy, the most prominent authenticity type, demonstrates high engagement, reflecting the platform's demand for real-time interaction. The concept of ambivalent ordinariness, where politicians blend personal and political personas, emerges as a significant strategy. This is exemplified by videos showing personal activities like cooking, which humanise the political image. However, the study also acknowledges the paradox of performative politics, where strategic efforts to appear genuine may undermine perceived authenticity. The research contributes to understanding how social media platforms like TikTok can effectively contribute to political engagement, offering insights into the interplay between digital media strategies and authentic political communication.

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