Original scientific paper
https://doi.org/10.20901/an.23.03
The Role of Tiktok in Shaping Political Outcomes During the 2024 European Parliament Elections in Bulgaria
Ruzha Smilova
; Sofia University, Sofia, Bulgaria
Kaloyan Velchev
orcid.org/0009-0002-2789-1918
; Sofia University, Sofia, Bulgaria
Daniel Smilov
; Sofia University, Sofia, Bulgaria
Abstract
This article examines the role of TikTok in shaping political visibility and electoral competition during the 2024 European Parliament elections in Bulgaria. The study asks whether TikTok functions as a neutral campaign tool or whether its architecture structurally advantages particular types of political actors, especially populist and anti-establishment movements. Drawing on data collected within the CO3 research project, including over 40 hours of platform observation and 1,700+ recorded videos, the analysis explores patterns of content dissemination, user engagement, and narrative framing. The findings suggest that TikTok’s algorithm prioritizes emotionally charged, personalized, and simplified content, which aligns
closely with populist communication styles. As a result, outsider political actors can achieve high levels of visibility and rapidly build political relevance. The Bulgarian case demonstrates how TikTok facilitates the emergence of new political actors such as Velichie and MECH, which leveraged the platform to mobilize support despite minimal mainstream media presence. At the same time, the study highlights the limits of platform influence: TikTok does not directly determine electoral outcomes, and its effects are mediated by broader socio-political dynamics, including voter disengagement and party system volatility. Overall, the article argues that TikTok reshapes the logic of political competition by shifting legitimacy from institutional
authority to platform affordances and visibility, thereby reinforcing antiestablishment narratives and transforming the democratic process.
Keywords
TikTok; Bulgaria; EU parliament elections; political communication; polarization; political parties; populism; social media politics; algorithmic visibility
Hrčak ID:
347969
URI
Publication date:
18.6.2026.
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