Op TikTok ontmoeten jongeren voor het eerst politici, en dat is niet zonder gevolg
Hoe bereik je als politicus een generatie jongeren die meer aandacht heeft voor haar smartphonescherm dan voor de politiek? Door zelf video’s op TikTok te posten uiteraard. Maar win je daar ook daadwerkelijk zieltjes mee? Of knappen jongeren net af op zulke video’s? Voor mijn masterproef onderzocht ik of Vlaamse leerlingen uit de derde graad meer geneigd waren om voor een politicus te stemmen na het zien van een van zijn TikTok-filmpjes.
Met dit onderzoek won ik de thesisprijs van de Master Politieke Communicatie op de Universiteit Antwerpen. Het zaadje voor dit thesisonderwerp werd enkele jaren geleden geplant toen mijn broer op een dag thuiskwam met een Vooruit-lidkaart. Toen ik hem vroeg waarom hij zich had aangesloten bij de politieke partij, vertelde hij me dat de filmpjes van Conner Rousseau op TikTok hem hadden overtuigd. Toen begon het bij mij te dagen dat de app weleens een belangrijk instrument kon zijn voor politici om jongeren te bereiken.
Het is net de generatie jongeren actief op TikTok die het moeilijkst is warm te maken voor de politiek. Holmstock: Tijdens mijn onderzoek peilde ik naar de politieke interesse van de leerlingen op een schaal van 0 tot 10. Het gemiddelde cijfer van alle 190 bevraagde jongeren was 3,7 op 10. Maar terwijl de desinteresse groot is, weten we ook dat 59% van hen zegt bij te leren over politiek via TikTok. Een smartphonefilmpje van 30 seconden volstaat dus om een anders onverschillige doelgroep van toekomstige kiezers te bereiken.
Conner, Jos en Tom
Om na te gaan of TikTok-filmpjes ook daadwerkelijk het stemgedrag van de jongeren kunnen beïnvloeden, trok ik naar vijf middelbare scholen in Lier en Antwerpen. Vooraf maakte ik een analyse van ‘het oeuvre’ van de drie populairste politici op TikTok: Jos D’Haese, Conner Rousseau en Tom Van Grieken. Hun video’s verschilden onderling sterk in stijl en boodschap. De video’s van Jos D’Haese tonen hem voornamelijk wanneer hij spreekt in het parlement. Hij praat vooral over jongerenthema’s als inschrijvingsgeld en openbaar vervoer. Tom Van Grieken filmt zichzelf terwijl hij het heeft over zijn stokpaardjes zoals veiligheid en migratie. Conner Rousseau geeft zijn publiek dan weer al eens vaker een inkijk in zijn privéleven. Zo zien we hoe de Vooruit-voorzitter de hond uitlaat of gaat padellen met vrienden.
Leerlingen moesten met een cijfer op tien aangeven in welke mate ze zouden stemmen op de drie politici, zowel voor als na het zien van een TikTok-video. Voor Jos D’Haese, nochtans de populairste van de drie op de app, bleef de stemintentie nagenoeg gelijk ( 6,1 naar 5,6). Bij de andere twee politici gebeurde er wel iets opvallend. De gemiddelde stemkans voor Tom Van Grieken daalde na het bekijken van het filmpje (waarin hij kritiek gaf op de andere partijen) van 5,2 naar 2,7. Conner Rousseau klom na het tonen van een persoonlijk filmpje dan weer van 2,4 naar 5,0. Deze cijfers zijn natuurlijk afhankelijk van heel wat factoren, maar het toont alvast aan dat jongeren met weinig kennis van en interesse in de politiek, sterk beïnvloedbaar zijn.
Pril onderzoeksgebied
‘TikTok als politiek communicatiemedium’ staat als onderzoeksgebied nog in zijn kinderschoenen. Op beleidsniveau woedt volop de discussie of het platform al dan niet moet worden verboden, terwijl binnen de wetenschappelijke literatuur over TikTok en politiek nog zéér beperkt blijft. Tijdens mijn onderzoek vond ik geen enkele Belgische bron. Opvallend, want de invloed die ik heb kunnen vaststellen is nochtans opmerkelijk.
Politici die TikTok inzetten, moeten zich bewust zijn van de filmpjes die ze delen met hun publiek. TikTok-video’s zijn kort en bondig. Dat gaat vaak ten koste van belangrijke context. Het weerwoord van de bevoegde minister op de tussenkomsten in het parlement van Jos D’Haese is telkens weggeknipt uit de montage. En wanneer Tom Van Grieken een fragment toont van migranten die slaags met elkaar raken, wordt over de omstandigheden van die beelden met geen woord gerept. Zulke omkadering is nochtans broodnodig om het grotere plaatje te begrijpen.
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