Political influencing, from memes to everything in between

Luxon TikTok video. Source: @chistopherluxonmp and Newshub.  

In light of the American 2024 presidential election, the democrats have adopted interesting campaign tactics to target the youth demographic. If you are chronically online like me, you would instantly know what I am referring to is Kamala Harris’ 2024 “Brat Summer”. This campaign started when Biden stepped down as the democratic candidate for the 2024 election. This prompted TikTok users to hype up Vice President Harris as the next presidential candidate, and what better way to do that then make edits of Harris to music from Charli XCX’s album Brat.  

The democrats embraced the trend, with the official democratic TikTok page posting an edit of Harris to Chappell Roan’s “Femininomenon”. Utilising TikTok as an aspect of their 2024 political campaign.  

Why not embrace trends as a political candidate or a political party? Although the use of social media is not new within the realm of politics, the use of trends particularly on TikTok is something that is not always seen within politics. With many political parties and politicians sticking to Facebook and Instagram, posting curated photos with long captions. This type of content is not something that a younger generation might typically engage with.  

The utilisation of TikTok trends may be a newer thing in American politics, but as seen in our last election, our politicians love to dapple in posting social media content.  

Take Christpher Luxon for example, when he’s not busy being the self-described “King of TikTok”, he dabbles in being the Prime Minister. With the TikToker making his debut last year during Nationals election campaign, posting basic influencer content where Luxon was in a full suit standing over a sink showing us his skincare routine - or when he was standing in front of the camera trying to figure out what tie went with his outfit in his, “get ready with me for another day on the campaign trail” video. 

There was also his infamous video that was posted after he was in parliament. That I can’t even begin to describe other than a full-blown jump scare. 

If you know, you know.  

Like most influencers, his videos came under scrutiny this year when people found out that he had a team of seven working on his videos and those people were partly paid using taxpayer money.  

Although he did not post a classic influencer apology, he did take to the media saying "I'd just say to you we've got a very good social media programme - it's very important. I can talk directly to the New Zealand people, as well as talking through you guys and the traditional media channels as well." 

It’s not just the leader of the National party who has taken to posting TikToks. The Labour Party have a page and is constantly pushing out content. However, their page differs to Luxon’s, as now that they are the opposition party, they stick to posting memes which make fun of the coalition government.  

Now this type of content is not new, and is seen by political parties’ across the world - but it doesn’t make it any less funny. Most recently, Labour have taken to posting cat related memes to make fun of different policies that have been put into place by the National government.   

The use of memes can be interpreted as the politicians’ using internet humour to appeal to a younger audience - although this cannot be confirmed.  

Screengrab of TikTok made by @nzlabourparty. Source: @nzlabourparty on Tiktok.   

Labour is not the only party that sees the appeal in reaching out to a younger audience. New Zealand First MP Shane Jones took to making Bart Baker style parody videos during the 2023 election.  

Taking classic songs such as “Don’t Stop Believin’” by Journey and “In Da Club” by 50 Cent - spoofing the lyrics to relate to his policies and the NZ First campaign.  

Although I would not like to admit it his songs were catchy, in my opinion his most catchy spoof was his spoof of “Another one Bites the Dust” by Queen. Where he sung the lyrics: “how do you think we are going to get along with this co-governance?” “Shane Jones back, we are looking for seats, hard on crime - you know,” and the chorus, “Shane Jones vote for us”.  

Screengrab from @shanejones.nz. Source: @shanejones.nz on Instagram.  

Shane Jones told Stuff reporter Sam Smith in Stuff article titled Singing with a believin’ Shane Jones this 2023 election that the “aim of doing the videos was to connect more with younger voters and encourage them to register to vote” with Jones acknowledging that “[his videos] have made him more visible amongst younger people”.  

Although Jones has not publicly said why he choose to make music spoofs, the intent behind these videos seems to have worked with many of his comments calling him a G.O.A.T - greatest of all time.  

Although Labour and National have not come out publicly and said it, the intention behind posting these types of videos is to appeal to a younger voting base to show they are relatable and can connect with us via our humour. By jumping on trends, it makes us think that these people are in the know with us – the online generation.  

This can be seen in the comment sections of most of the TikToks that have been identified in this article. In the comment section of Labour’s TikTok account, you can often find comments using the laughing emoji or referencing the memes that have been used on the post.  

During the election campaign Luxon often received comments from people hyping him up. With comments under his “GRWM” video such as “[l]ove that he’s getting amongst it and actually isn’t terrible”, “you go girly pop” and “[l]ove the GRWM video!! Voting for you!” 

Although these were the responses found on Luxon’s page, I asked students what they thought when seeing these videos during the election. One responded “they [the videos] come across as insincere and patronising, I feel as though I am being talked down to by someone who doesn’t truly believe in the medium he is using” 

In relation to MPs and political parties using TikTok in general, third year Political Communications student Tarek said, “I don’t think TikTok is a particularly appropriate medium for all politicians to use… I think trends can be funny, they don’t substitute for communicating messages in a way that is clear and substantial.” 

Finally, one student pointed out an important notion that I would like to end this article on, “when I watch these videos I still know they’re a politician… they are posting these videos to seem more personable.”