TikTok ve volební kampani: komunikační strategie Petra Fialy a Andreje Babiše měsíc před volbami

Hykl, Pavla

This master's thesis analyzes the communication strategies of Petr Fiala and Andrej Babiš on the social media platform TikTok during the final month preceding the 2025 elections. The objective was to clarify the extent of their adaptation to the platform's algorithmic logic and their use of infotainment elements to engage a younger audience. Methodologically, the study is based on a mixed-methods approach, combining quantitative and qualitative analysis of 135 videos from their official profiles. The research confirms that the level of digital response on TikTok depends more on the technical and aesthetic quality of the content than on a politician's historical follower count. The thesis concludes that political communication on this platform is taking on the character of a digital spectacle, where the ability to effectively trigger the algorithm becomes an essential condition for maintaining visibility-though this does not necessarily correlate directly with electoral success in the offline environment.

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