Hijacking #Pride : how right-wing actors in Germany tried to piggyback on the pride-movement to spread patriotic and anti-queer narratives on TikTok

Abstract

This study examines the hijacking tactics and dynamics on TikTok through a case study of the #Stolzmonat campaign. Despite the platform's limited accessibility and searchability, a mixed-methods approach was used to collect and analyze 810 TikToks related to the campaign. The findings reveal a strong association between #Stolzmonat and the German right wing populist party AfD, as well as right-wing extremist accounts. Co-occurring hashtags indicate a government-opposing network with connections to other stirring issues like climate change. Qualitative analysis highlights the involvement of right-wing initiators, queer accounts as part of a significant counter-movement, amplifier accounts on both sites, and ties to Russian propaganda accounts and conspiracy communities. This case study serves as an initial exploration of hijacking on TikTok and suggests the potential for further research on the involvement of malicious communities in social media hypes.