Populist Right Parties on TikTok: Spectacularization, Personalization, and Hate Speech

Populist parties use social media as a fundamental element of their online communication strategies. This article aims to identify the strategies right-wing populist and politicians on TikTok by measuring set features videos: It evaluates presence hate speech in these messages identification certain groups “enemies” “the people,” also pays special attention differences engagement according entertaining or humoristic features. We apply content analysis transnational sample (<em>N</em> = 293) videos posted following TikTok: Vox Santiago Abascal (Spain), José Antonio Kast (Chile), UK Independence Party (UK). Findings show that while UKIP convey ideology values target state main enemy common person,” used same platform build project his image leadership broadcast content. Only 19% analyzed included elements. Not only was uncommon; it deterred terms number comments well. Contrarily, humour entertainment favoured engagement. conclude might downplay most controversial issues right.