Младостта (не) е порок в TikTok: предизборната кампания на Gen Z кандидатите през 2026 г.
Youth Is (Not) a Vice on TikTok: the 2026 Election Campaign of Gen Z Candidates
Author(s): Lora SimeonovaSubject(s): Politics / Political Sciences, Social Sciences, Communication studies, Politics and communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: TikTok; political communication; Generation Z; politainment; performative authenticity
Summary/Abstract: This study examines the communication strategies of five Gen Z candidates on TikTok during the 2026 parliamentary election campaign in Bulgaria. The findings indicate no straightforward relationship between algorithmic visibility, user engagement, and electoral success. The analysis highlights the growing role of performative authenticity, platform adaptation, and politainment in Gen Z political communication.
Journal: Медиалог
- Issue Year: 2026
- Issue No: 19
- Page Range: 49-77
- Page Count: 29
- Language: Bulgarian
