Analyzing Radical Visuals at Scale: How Far-Right Groups Mobilize on TikTok

Research examining radical visual communication and its manifestation on the trending platform TikTok is limited. This paper presents a novel methodological framework for studying mobilization strategies of far-right groups on TikTok, employing a multi-modal approach that combines manual annotation, unsupervised image classification, and text extraction to analyze the dynamics of radical visuals at scale. Differentiating between internal and external mobilization, we use popularity and engagement cues to investigate far-right mobilization efforts on TikTok within and outside their community. Our findings shed light on the effectiveness of unsupervised image classification when utilized within a broader multi-modal framework, as each observed far-right group employs unique platform characteristics. While Conspiracists flourish in terms of overall popularity and internal mobilization, nationalist and protest content succeeds by using a variety of persuasive visual content to attract and engage external audiences. The study contributes to existing literature by bridging the gap between visual political communication at scale and radicalization research. By offering insights into mobilization strategies of far-right groups, our study provides a foundation for policymakers, researchers, and online platforms to develop proactive measures to address the risks associated with the dissemination of extremist ideologies on social media.