"With the role social media plays in our everyday life, everything has been converted to fit anonline platform. Celebrities, brands and shows have all shifted to cater to the onlineaudience. We even see this with politicians around the world. Seeing Mamdani'smonumental win in the New York mayoral elections and how much he used social media topush his candidacy made me think about how platforms such as TikTok and Instagram haveshaped modern political figures."
"With the online world at our fingertips, has this made politicians more authentic or just betterat faking it? Mamdani's content overtook my FYP, even all the way in England; his directvideos about the changes he would make, and his humorous interviews with other smallercreators helped create an unfiltered young politician for the people. We also see this with ourcurrent political parties. The Labour Party has that polished, older look blended with Gen Zhumour; the Green Party has risen with younger voters, with its activism evident throughZack Polanski; and even Reform can gain views by making outrageous claims and adoptinganti-establishment rhetoric. All this said, it must be considered that the line betweenauthenticity and a strategy to gain opinions and share the message is thin. Is Gen Z fullyconvinced by every social media technique that is used?"
"The short-form, minute-long videos on TikTok, which can be published multiple times a day,have allowed politicians to address the 'micro-concerns' voters have. Gen Z in generalengages heavily with TikTok, with women potentially using the platform to learn aboutpolitics, general news, climate and even feminism. The most successful politicians are thosewho have mastered TikTok to show relatability and understanding without soundingcondescending towards younger voters."
Social media has shifted public communication and political campaigning onto online platforms. Politicians use TikTok and Instagram to present relatable personas and to address micro-concerns through frequent short videos. Mamdani's social media presence contributed to his New York mayoral visibility via direct messages and humorous creator interactions. Political parties adopt distinct online aesthetics to appeal to different voters: Labour blends polish with Gen Z humour, the Green Party attracts younger activists, and Reform leverages sensational, anti-establishment rhetoric. The boundary between genuine authenticity and strategic performance remains ambiguous, affecting Gen Z engagement and persuasion.
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