With the role social media plays in our everyday life, everything has been converted to fit an
online platform. Celebrities, brands and shows have all shifted to cater to the online
audience. We even see this with politicians around the world. Seeing Mamdani’s
monumental win in the New York mayoral elections and how much he used social media to
push his candidacy made me think about how platforms such as TikTok and Instagram have
shaped modern political figures.
With the online world at our fingertips, has this made politicians more authentic or just better
at faking it? Mamdani’s content overtook my FYP, even all the way in England; his direct
videos about the changes he would make, and his humorous interviews with other smaller
creators helped create an unfiltered young politician for the people. We also see this with our
current political parties. The Labour Party has that polished, older look blended with Gen Z
humour; the Green Party has risen with younger voters, with its activism evident through
Zack Polanski; and even Reform can gain views by making outrageous claims and adopting
anti-establishment rhetoric. All this said, it must be considered that the line between
authenticity and a strategy to gain opinions and share the message is thin. Is Gen Z fully
convinced by every social media technique that is used?
The short-form, minute-long videos on TikTok, which can be published multiple times a day,
have allowed politicians to address the ‘micro-concerns’ voters have. Gen Z in general
engages heavily with TikTok, with women potentially using the platform to learn about
politics, general news, climate and even feminism. The most successful politicians are those
who have mastered TikTok to show relatability and understanding without sounding
condescending towards younger voters.
So how do politicians do this? Mamdani is a direct example of successfully connecting with
his audience. He has branded himself through direct-to-camera sincerity. He speaks casually
and plainly, no cuts, just him alone talking. This creates the impression that Mamdani is
speaking with the people rather than at them. He uses ‘micro-storytelling’, such as short
anecdotes, whilst walking around New York City to voice the everyday frustrations to
connect with the everyday voter. A connection that has strengthened among Gen Z women
alike, as it is easy to feel like he is a peer rather than an authority figure. The celebrations
after the win are enough to show you how Mamdani connected with New York voters.
Whilst there is no direct equivalent to Mamdani in the UK, each party uses their own
techniques to connect with the voters online. Labour’s message tends to be stable and
reliable, but often serious, lacking the personal tone that makes it feel more personable.
TikToks are frequently used to clarify policy or humanise their leadership. Still, the vast gap
between anyone speaking directly to the camera makes it feel static. Labour is intense in its
professionalism, but with this day and age of yearning for relatable politicians to represent
the people, does this instead alienate younger female voters? Â
Over the past year, the closest the UK has come to a relatable, well-liked Politician is Zack
Polanski, leader of the Green Party. Leading an aesthetic of low-budget, honest work, much
like Mamdani, much of their online content is low-production, grassroots, and emotion-
driven. It appeals heavily to climate-conscious voters and feels the closest to an authentic
culture of all the parties. It is earnest and straightforward with the most recent appearance at
a Rizzle Kicks show furthering the message of Polanski being there for the everyday person.
However, most shocking of all is the rise of Reform among the younger voters. There is a
style of ‘telling the hard truths’ in their communication, using TikTok to amplify outrage and
frustration. Nigel Farage uses ‘authenticity’ by being combative rather than relatable,
resonating with an audience that values anti-rhetoric by addressing fears and problems in the UK. It could be argued that it’s not ‘authentic,’ but it reflects the rising tension some
voters are feeling.
But why go through all this effort for just the young voters? With the rise of parasocial
relationships, there is an increasing tendency to evaluate politicians. Questions such as
whether they are consistent, whether they share personal struggles, whether they are
comfortable on camera, and whether they embody honesty are constantly going through a
viewer’s head. In so, politicians now behave like creators by building personal brands,
responding to trends, relying on personality loyalty as videos and opinions can be shared
within seconds – positive and negative.
The importance of authenticity on TikTok has risen as traditional journalism has declined.
Politicians can now bypass the press and go straight to the phone screen. No longer is it the
case that the BBC decides what is political, or that the Sun decides who wins it for
politicians, as seen in Tony Blair’s case. There is now a new form for voices to be heard, as
seen in Mamdani, who would have previously been invisible due to the Democratic Party’s
lack of backing. There are new forms of accountability, new emotional bonds and new
spaces.