Securing the Youth Vote: A Comparative Analysis of Digital Persuasion on TikTok Among Political Actors

In the context of “pop politics” and “politainment,” irruption TikTok has changed landscape social media become fastest-growing application among young people. Based on peculiarities platform’s affordances political personalization approach, we explore differences between parties leaders in terms digital persuasion Spain Poland. This work contributes to scarce knowledge about strategic use for purposes. It also attempts fill gap comparative research into practical uses different contexts. The study explores three classical appeals—pathos, ethos, logos—based a visual, quantitative analysis <em>N</em> = 372 videos posted official profiles main from January 1st March 31st, 2022. Differences were found how used TikTok’s as well rhetorical resource they persuade. We noted more rational resources (logos) case emotional resources<em> </em>(pathos) leaders. Further, rare presence personality actors (ethos), along with their unusual privatization role, indicate that is far being considered part strategy.