The Meme War: How Young Voters Are Reacting to Political Campaigns on TikTok
The 2024 UK general election is underway, and with it comes a new battleground: TikTok. Gone are the days of traditional campaign posters and televised debates. This year, political parties are waging a meme war, using the viral video platform to capture the attention of young voters, particularly Generation Z.
The Fight for Gen Z
The UK Labour and Conservative parties have both realized the potential of TikTok, dedicating significant resources to engaging with the platform’s younger audience. Labour’s efforts are particularly evident, with their TikTok account gaining over 200,000 followers since the election was announced. These numbers are impressive, considering the relatively short timeframe and the sheer volume of content they’ve produced.
The Memes: Amusing or Insulting?
The meme war has been a rollercoaster of reactions, particularly from the younger voters who are the platform’s primary audience. Some find it amusing and engaging, using the memes to spark conversation and learn more about political issues. Others, however, view the tactic as infantilizing and disrespectful, a trivialization of serious political matters.
"Surprise! Surprise!": Labour’s TikTok Strategy
Labour has embraced the lightheartedness of TikTok, using viral formats and memes to grab attention and foster a sense of connection with Gen Z. Their strategy is evident in their viral "Surprise! Surprise!" meme, referencing the famous catchphrase of British television personality Cilla Black. The meme subtly mocks the Conservative Party’s proposed policy of mandatory national service at age 18.
The Conservative Counter-Offensive
The Conservatives, on the other hand, have adopted a more straightforward approach. Their TikTok content, often featuring blank slides and titles like "Here are all of Labour’s policies," appears to be a bid to highlight their perceived lack of concrete policy proposals, employing a tactic known as “trolling” to generate online engagement.
Beyond the Memes: Policy and Perception
While the meme war has dominated headlines, it is important to recognize the underlying power of TikTok. "The most important power of TikTok isn’t how much it stays on the platform, but how much it travels," says Hannah O’Rourke, cofounder of Campaign Lab. This "travel" means that even if a meme doesn’t resonate with every user on TikTok itself, it can still spread to other platforms, increasing the exposure of the participating parties and their policies.
The Student Perspective: Mixed Reactions
The youthful energy of the 2024 election is particularly evident in the student body at the University of Bristol, a constituency where both Labour and the Green Party are vying for votes. Students interviewed for this article expressed diverse opinions on the meme war:
- Some students, like Ed Sherwin, believe that memes are "pathetic and insensitive" given the current economic and political climate. They argue that the humor trivializes the seriousness of the election and overlooks the gravity of issues facing the country.
- Others, like Charlie Siret, find the memes "transparent and embarrassing," criticizing the parties for their apparent lack of awareness about how young voters perceive them.
- Still others, like Grace Shropshire, raise a more fundamental concern: "The use of memes infers that young people need a simplified version of politics—we are more intelligent than they give credit for."
The Impact of Simplification
The critique of simplification is particularly significant. While memes can be effective tools for attracting attention and sparking conversation, they require concise messaging that may oversimplify complex political issues. This can be a double-edged sword: while it might make politics more accessible, it can also reduce the richness of political discourse.
The Future of Political Communication
The meme war on TikTok highlights the changing landscape of political communication. Social media platforms are shaping the way younger generations engage with politics, and parties are responding in kind. However, the effectiveness of this approach is still being debated.
The Verdict: It’s Not Just About the Memes
Whether it’s humorous or cringeworthy, the meme war has undeniably captured attention. But the real question is whether this tactic translates into genuine voter engagement. Will these TikTok-fueled interactions lead young voters to dive deeper into policy analysis, or will they remain a fleeting source of entertainment? Ultimately, the real impact of the meme war remains to be seen, and its consequences will likely influence the future of political communication in the UK and beyond.
