TikTok i X jako narzędzia komunikacji politycznej w kampanii parlamentarnej w 2023 roku w Polsce
TikTok and X as Tools of Political Communication in the 2023 Parliamentary Campaign in Poland

Summary/Abstract: The article presents the results of an analysis of the social media activity of selected Polish political parties and their leaders on TikTok and Twitter (now X) during the final two weeks of the 2023 parliamentary election campaign. The study combines quantitative and qualitative approaches – examining both communication metrics (number of posts, interactions, and views) and the dominant rhetorical styles used in the content. The findings reveal a clear dominance of the confrontational style across both platforms. Despite having significantly fewer posts, TikTok proved to be more effective in generating user engagement. The analysis confirms hypotheses regarding the emotional and polarizing nature of political communication on social media, as well as platform-specific differences in content strategy. The study contributes to the growing body of political communication research in Poland and highlights theneed for further in-depth studies of rhetorical and strategic practices in digital media environments.

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