Several weeks before election day, undecided voter Gabriela is bombarded with a deluge of political content tailored to her interests on social media platforms like TikTok and X (formerly Twitter).’ Because each app presents a unique set of messages and narratives, Gabriela’s experience mirrors the increasing role targeted political advertising plays in shaping voters’ perceptions and choices.’

On TikTok, Gabriela watches lively, entertaining clips of influencers speaking about various political issues directly relevant to her life so they seem accessible.’ Many content contributors share their thoughts on climate change, changes in healthcare policy, or social justice, frequently using comical and innovative ways of communicating their views. Such a platform would prioritize genuine connection and thus find a more individualistic touch that appeals more to this age group of voters. She says I can connect with these creators; they make complex issues seem more accessible and less intimidating.

The politics fight on X.

Gabriela’s experience on X is an entirely different tone and content style. Here, she sees the mix of official campaign messages, partisan commentary, and heated debates among users. The discourse tends to be more polarized, with solid opinions dominating the conversation. Political figures and parties use the platform for policy statements and rallying the bases, making it a hotbed for fervent discussions and clashes of ideology. Gabriela notes, “It feels more aggressive on X, with people pushing their agendas.’ It can be overwhelming at times.”(More)

Although TikTok is found to provide content relevant and engaging to its audience, there is a partisan cleavage of voters in which feelings are complex. It goes to the extent where one tries to find her stand for the dichotomy of getting a political identity, like when Gabriela tries to give meaning to her political self-concept. The variety is in the messaging style. Different styles represent some tendencies in digital campaigning because their purposes and audiences may differ.

Algorithm Determination of Political View End

The content that Gabriela is being fed on TikTok and X shows how algorithms shape opinion. On TikTok, the algorithm focuses on making a feed of content users would likely be interested in. Therefore, it promotes organic engagement and personalization. The algorithm on X often shows trending topics and subjects users to extreme opinions and heated debates.’

‘With increased content exposure on both platforms, Gabriela has become aware of how algorithms influence perception and steer views into bias. “It’s interesting to see how the same issues can be presented so differently,” she says. “It makes me think about what I believe and how these messages influence my decisions.”

Impact on Undecided Voters

‘The competing messages and communication styles present opportunities and challenges for undecided voters like Gabriela. ‘Engaging content on TikTok may inspire civic participation and inform citizen decisions. At the same time, the intense debates on X can further complicate the already difficult process of choosing a candidate.’ She appreciates the need to get diverse sources of information for an informed choice.

As elections draw near, Gabriela’s experience tells a microcosm of the more general landscape of political involvement in the digital age. The interplay between platforms and their respective messaging strategies will underscore the importance of recognizing how social media affects public opinion and voting behaviour.