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In the last weeks before voting for the President of Romania in November 2024, TikTok Stories that previously spent years writing about jewelry or fashion suddenly started to inspire a well-known politician named Calin Georgescu.
His posts, promoting hardline views on immigration and anti-Semitism, were viewed 120 million times before the vote. Georgescu, who previously voted by single digits, surprised viewers by winning the first round with 23 percent of the vote.
In the Netherlands, Adriana Iamnitchi was watching. As the chair of computational social sciences at Maastricht University, he leads research on social disturbances. They wanted to know how pro-Georgescu content monetizes TikTok through hidden marketing and political issues.
