When politics is dancing : A quantitative content analysis of political youth organizations’ communicative strategies and political communication on Tiktok

This study examined how social media is used in political communication, with a specific focus on Tiktok and political youth organizations. The purpose of the study was to deepen the understanding of how SSU and MUF communicate with young people on the platform. The content was analyzed using a quantitative content analysis of all 242 videos published by SSU and MUF on Tiktok over one year. The analysis was based on the theories of social media logic and personalization. This study contributes to research on political communication by showing how youth organizations adapt their communication to the format and audience on Tiktok. The study shows that SSU and MUF currently focus on topics such as foreign policy, equality and tax policy. They adapt their communication to the platform by using hashtags, music and personalization. They primarily communicate with their audience in the comment sections, while the content of the videos is often informative. Humor and game framing are prominent features, especially when attacking opponents, while issue framing is less common. The study focuses solely on the politicians' communication. Therefore, future research could examine audience engagement and how they are influenced by this type of communication.