Affective Transfer in Digital Media Systems: Rethinking Political Legitimacy in Platform-Mediated Public

Contemporary political crises have exposed the limitations of traditional political marketing instruments for building and sustaining legitimacy, particularly in contexts of widespread citizen rejection and low emotional identification with political leaders. Within platform-mediated communication environments—especially digitally mediated ecosystems such as TikTok—this article argues that a new mechanism has emerged: affective transfer as a form of mediated affective circulation. This mechanism operates when positive affect is not generated by political leaders themselves but by external, non-institutional mediators, and subsequently circulated and reinforced through platform logics of visibility, virality, and engagement. Adopting a qualitative and interpretive case study approach, the article examines how the circulation of a non-institutional humorous performance on TikTok may have contributed to processes of public acceptance for a sitting president in a context of acute institutional crisis. The findings suggest that the repeated circulation of such content stabilises recognizable affective codes and enables their symbolic association with presidential leadership, potentially facilitating indirect forms of legitimation without direct affective production by the leader. The article contributes by (1) conceptualizing affective transfer as a distinct interpretive mechanism within platformed communication environments; (2) differentiating it from charisma, populism, and traditional persuasion; and (3) demonstrating its implications for rethinking political legitimacy as a process that may be shaped by distributed affect within digitally mediated environments.