09:30 - 11:10
P11-S285
Room: 1A.08
Chair/s:
Tobias Widmann
Discussant/s:
Sophie Mainz
Thirst Traps and Quick Cuts: The Effects of TikTok ``Edits" on Evaluations of Politicians
P11-S285-3
Presented by: KEVIN MUNGER
KEVIN MUNGER 1, Valerie Li 2
1 European University Institute
2 Penn State University
TikTok and the associated technologies for recording and editing short-form video constitute a large and growing portion of online communication. Previous modalities of social media, including static images and especially text, engendered significant attention to the facticity of the communication: was a statement true or false? Did an event actually take place? For a certain genre of stylized, highly edited short-form video, this is besides the point -- which is to produce a compelling video that portrays a prominent figure in a particular light. We conduct an experiment to evaluate whether ``edits" of prominent politicians can change voter perceptions. We find that ``thirst trap" edits cause an increase in perceptions of politician attractiveness, and that ``badass" edits improve overall evaluations of Trump (but not Biden). Descriptively, we present a distribution of the evaluations of the attractiveness Trump, Biden and RFK Jr, demonstrating significant variation.
Keywords: TikTok, visual politics, video, media effects

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