Wallace, MacKenzie B. Politics in 30 Seconds: How TikTok's Emotional Appeals Influence Gen Z Voters. Thesis. Radford University Scholars' Repository.
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Abstract
TikTok has become a powerful platform for political messaging, especially among Gen Z voters who are exposed to emotional content embedded within a mix of entertainment and political discourse. This study explores how emotional appeals in TikTok videos from the 2024 U.S. presidential candidates, Donald J. Trump and Kamala Harris, influence political information efficacy (PIE) and political cynicism among Gen Z voters. Political information efficacy is the confidence individuals have in their political knowledge (Kaid et al., 2007), while political cynicism refers to the level of distrust and negative perceptions individuals hold toward politicians and political institutions (Agger et al., 1961). Using Affective Intelligence Theory, this research examines how emotionally charged political content affects young voters’ political perceptions. A pre-test/post-test experimental design was used to measure changes in PIE, cynicism, and emotional state before and after exposure to political videos. The findings reveal that while emotional content on TikTok appears to emotionally engage Gen Z voters, it did not lead to significant changes in political information efficacy or political cynicism. The results suggest that the emotional appeals may have activated the dispositional system, reinforcing pre-existing political beliefs rather than prompting reevaluation or change. This reinforcement could explain the absence of significant shifts in confidence or trust. These results contribute to political communication research by distinguishing between emotional engagement and attitude: Minal change. Future studies should explore the long-term effects of emotional appeals and the role of political identity in shaping how young voters respond to emotionally charged political messaging.
| Item Type: | Thesis |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Radford University > College of Humanities and Behavioral Sciences > School of Communication |
| Date Deposited: | 15 Jun 2025 00:59 |
| Last Modified: | 15 Jun 2025 00:59 |
| URI: | http://wagner.radford.edu/id/eprint/1185 |
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