“As the Canadian election looms on the horizon, a new player has emerged in the political arena: TikTok influencers. These social media sensations, known for their lip-syncing, dancing, and comical skits, are trading in their entertaining antics for impassioned pleas and pointed political commentary. And it’s paying off – in a big way. According to a recent report, TikTok influencers’ political posts are going viral in Canada, reaching millions of users and potentially swaying the opinions of a crucial demographic: young voters. But what does this mean for the future of political discourse in Canada, and can these influencers truly make a difference in the outcome of the election? As we delve into the world of TikTok politics, one thing is clear: the rules of the game have changed, and the players are no longer just politicians and pundits, but social media stars with a platform and a message.”
The Dominance of Top 100 Most-Viewed Accounts on TikTok
A recent report by Reset Tech has revealed that the top 100 most-viewed political accounts on TikTok have generated a staggering three-quarters of views, amounting to 1.3 billion out of 1.72 billion views. This dominance raises concerns about the disproportionate influence of a relatively small group of influencers, publishers, and amplifiers on Canadians.
Ben Scott, CEO of Reset Tech, notes that “social media appears to give us unlimited choice and freedom, but what we see is largely decided for us by the Big Tech companies.” He adds that “we may perceive TikTok as a platform of infinite channels, but it turns out a small number of influencers get the vast majority of online audiences.”
The Influence of U.S.-Based Influencers on Canadian Politics
Although homegrown content is responsible for the vast majority of news about Canadian politics, U.S.-based influencers are reaching far-more people per video. According to the analysis by Reset Tech, TikTok accounts from outside Canada posted only 13 per cent of videos about Canadian politics this year, but they accounted for 45 per cent of views.
Canadian posts about politics on TikTok accounted for 1.1 billion views, while non-Canadian accounts garnered about 918 million views between January and March. This trend raises questions about the impact of foreign influencers on Canadian politics.
The Role of Foreign Media Outlets
Right-Wing Foreign Media Outlets
Right-wing foreign media outlets from the U.S. and Britain, such as Fox News and the Daily Mail, are getting millions of views on TikTok, raising concerns about their influence on Canadian politics. According to Reset Tech, Fox News and the Daily Mail are ranked as the 15th and 17th most influential TikTok creators on Canadian politics.
This trend has implications for Canadian democracy, as foreign media outlets may not have the same level of understanding or commitment to Canadian politics as domestic outlets.
The Bigger Picture: Implications and Practical Aspects
The Blurred Lines between News and Influencers
Academics warn that people seeking political news are not drawing a distinction between news from traditional media and influencers on social media. Emily Laidlaw, the University of Calgary’s Canada Research Chair in cybersecurity law, notes that “algorithms would push more of the same content, which could mean that people watching one partisan video would get more of the same.”
This lack of distinction has significant implications for the way people consume and engage with political information.
The Need for Critical Thinking and Media Literacy
The report highlights the need for critical thinking and media literacy in the face of increasing influence of social media on political discourse. As social media platforms continue to play a larger role in shaping political opinions, it is essential for individuals to develop the skills to critically evaluate the information they consume.
This requires a concerted effort to promote media literacy and critical thinking, particularly among young people who are most active on social media platforms.
Conclusion
In conclusion, the recent report highlighting the surge in TikTok influencers’ political posts going viral in Canada as the election approaches is a telling sign of the times. As discussed, these social media personalities, often with massive followings, are leveraging their influence to shape public opinion and mobilize voters. The key takeaway is that this phenomenon is not only a reflection of the evolving media landscape but also a testament to the power of social media in modern politics. The report’s findings underscore the critical role that online platforms now play in shaping the narrative and influencing the outcome of elections.
The implications of this trend are far-reaching and multifaceted. As influencers continue to wield significant influence over their followers, there is a growing need for increased transparency and accountability in the digital sphere. Moreover, this development also raises important questions about the role of social media companies in regulating political content and ensuring the integrity of the electoral process. As Canada heads to the polls, it is crucial that policymakers, voters, and influencers themselves acknowledge the weight of their responsibilities in maintaining the integrity of the democratic process.
As we look to the future, it is clear that the intersection of social media and politics will continue to evolve and shape the contours of modern democracy. In this context, it is imperative that we remain vigilant and critically engage with the information we consume online. As we navigate this uncharted territory, one thing is certain – the future of democracy depends on our ability to harness the power of social media for good, rather than allowing it to undermine the very foundations of our democratic institutions. Ultimately, the question we must ask ourselves is: what kind of democracy do we want to build, and what role will social media play in shaping its future?