ABSTRACT
This chapter explores persuasion on TikTok through the construction of a common social identity by one of the most followed Finnish right-wing populist politicians on the platform, Sebastian Tynkkynen. By analysing 277 of his TikTok videos published before the 2023 Finnish parliamentary elections, this chapter studies how Tynkkynen uses multimodal and discursive strategies to construct populist leadership and a shared social identity on the platform. A multimodal critical discursive psychological (MCDP) analysis demonstrates how identity leadership is built by engaging in the antagonistic construction of ‘us’ and ‘them’ and by fostering a shared social identity within the in-group (through celebration and victimisation) while simultaneously blaming the out-group (through mockery and irony). TikTok was found to serve as a favourable platform for populist actors to reach diverse audiences, engage with followers, and create and mobilise a common social identity through multimodal means. This study underscores the intricate interplay between multimodal communication, identity construction, and populist leadership in contemporary political discourse, where music and interaction with followers play a crucial role.
