DataSet "Political communication on TikTok: from the feminisation of discourse to incivility expressed in emoji form"

In a context where there is permanent electoral campaigning, an increasing number of political communication experts are trying to unravel the resources used by government officials and their parties to influence TikTok users. From a broad perspective, the subject matter is not new, but it is topical; nonetheless, this research discloses a gap in the literature by amalgamating the recognition of idiosyncratic attributes of the feminisation of political discourse on TikTok with the analysis of the reactions (text and emojis) that the audiovisual content imbued by this trend elicits in users. The purpose is to ascertain whether the inclusive tone of the feminised rhetorical style can be extrapolated to TikTok and, if so, whether its particular characteristics mitigate expressions of incivility. To do so, the initial content posted (first seven months) on TikTok by the Spanish political platform Sumar with its leader, Yolanda Díaz, featuring prominently in most of the videos, were selected for scrutiny. A mixed methodology analysis of audiovisual content and comments showed that the anti-polarisation rhetoric and storytelling contributed to neutralising the extreme forms of flaming, although Sumar did not use a strategy tailor-made to suit TikTok.

在持续不断的选举竞选中，越来越多的政治传播专家致力于揭示政府官员及其政党用于影响 TikTok 用户所使用的资源。从宏观角度来看，这一主题并非新颖，但具有时效性；然而，本研究通过将政治话语在 TikTok 上的女性化特征的特殊属性识别与该趋势所蕴含的视听内容引发的用户反应（文本和表情符号）的分析相结合，揭示了文献中的空白。其目的是确定女性化修辞风格的包容性语调是否可以推广至 TikTok，以及如果可以，其特定特征是否能够缓解不文明的表达。为此，选择了西班牙政治平台 Sumar 及其领导人 Yolanda Díaz 在 TikTok 上发布的初始内容（前七个月），其中 Yolanda Díaz 在大多数视频中占据显著位置，进行深入研究。对视听内容和评论的混合方法分析显示，反极化修辞和叙事手法有助于中和极端形式的网络暴力，尽管 Sumar 并未采用专为 TikTok 定制的策略。