Asset Details
Do you wish to reserve the book?
Quality vs. Populism in Short-Video Political Communication: A Multimodal Study of TikTok
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Quality vs. Populism in Short-Video Political Communication: A Multimodal Study of TikTok
Do you wish to request the book?
Quality vs. Populism in Short-Video Political Communication: A Multimodal Study of TikTok
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Quality vs. Populism in Short-Video Political Communication: A Multimodal Study of TikTok
2026
Overview
The article examines how framing and actor identity structure attention in short-video politics using a country-level corpus from Ecuador. It assembles 4612 public TikTok videos from official accounts and politically salient hashtags, extracts multimodal text via automatic speech recognition and on-screen OCR, and constructs two continuous indices: a quality index (programmatic, efficacy-oriented content) and a populism index (antagonistic, people-versus-elite cues). Engagement is modeled as a fractional response (binomial GLM with logit link), with robustness checks using OLS on logit(ER) and Poisson counts with an offset for log(plays + 1). Models include affect (positive sentiment and anger), hour/day controls, and actor fixed effects (leader, creator, institution, party, and media). The indices display construct validity: quality aligns with positive/joyful tone and populism with anger. Net of controls, populism is positively and consistently associated with engagement across estimators; quality is small and often null or negative. Effects are heterogeneous: leaders gain under both frames, creators primarily under populism, and media modestly under populism, while institutions face penalties under both, and parties show limited returns. Monthly series reveal event-linked intensification of populism, and hashtag networks are modular, mapping onto institutional, partisan, and creator ecosystems. A design analysis identifies a non-populist pathway—benefit-first micro-explanations, concise captions, targeted hashtags, and joyful/efficacy affect—that raises engagement without antagonism. The study contributes a reproducible, open-source pipeline for survey-free, multimodal framing measurement and clarifies how persona × frame interactions and meso-level discursive structure jointly organize attention in short-video politics.
