By /

Federico Adamo

Tension on TikTok: How Political Trends Spread

Biography

Federico Adamo is a fourth year professional communications student at Toronto Metropolitan University. Federico enjoys exploring independent artists in the music, film, gaming, and visual arts spheres and experiencing the artist’s views through his own perspectives. From this, he has pursued the study of communication and graphic design with a focus on using design as a communications medium. Federico is deeply interested in technology and its ability to connect people with one another.

Details of Project

This project explores the spread and reception of political messages on the social media platform TikTok. TikTok is one of the fastest growing social media platforms today with over 1 billion users, most of which are below 30 years of age. This means that TikTok is an important platform for reaching young voters and future voters and should be heavily considered when crafting political messages for these groups. By using the social media monitoring tool Brand24, sentiments and related content were analyzed to discover how this audience interacts with these messages. It was found that negative sentiments heavily outweigh positive sentiments and that messages with negative sentiments tend to relate back further to content that also shares negative sentiments.

Lightning talk

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