Cartes-Barroso, Manuel J.García-Estévez, NoeliaMéndez Muros, Sandra2025-02-262025-02-2620252673-5172https://hdl.handle.net/11441/169388This study analyses the emotional communication strategies employed by farright party leaders on TikTok during the 2024 European elections, focusing on their appeal to voters. Combining quantitative and qualitative content analysis of 472 videos from 27 leaders in 24 countries, the research examines the dominant emotions, themes, stylistic resources, and their impact on engagement. The results reveal a dual strategy that combines positive emotions such as hope and ambition, which generate the highest levels of engagement, with negative emotions such as fear and uncertainty, which emphasise crisis narratives. Leaders who balance optimism with polarising narratives show greater resonance, particularly with audiences. The findings underscore the growing role of Tik- Tok in far-right political communication and demonstrate its effectiveness in mobilising emotional engagement among young people. Despite limitations, the study highlights the sophistication of emotional strategies in digital political communication and provides insights into how far-right leaders use TikTok to influence voter behaviour.application/pdf28 p.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/Political communicationTikTokFar-right partyEmotional communication strategiesEuropean electionsinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccesshttps://doi.org/10.3390/journalmedia6010033