Social media dynamics in the 2024-2025 Romanian presidential election campaign TikTok’s disruptive role and the enduring importance of journalism and legacy media
By Eduard-Claudiu Gross and Tanjev Schultz | This article investigates the interplay between social media, mainstream media, and democratic processes in Romania’s 2024–2025 presidential election, highlighting the pivotal role of media freedom and professional journalism in an era dominated by digital platforms. While social media, particularly TikTok, emerged as a powerful force capable of influencing political discourse and amplifying fringe candidates through algorithmic bias and coordinated inauthentic behavior, the study also underscores the enduring importance of legacy media as a space for public debate, critical questioning, and accountability. The case of the finally winning presidential candidate Nicușor Dan illustrates how a combination of traditional media appearances and creative engagement on platforms like TikTok and Meta can overcome the asymmetries of algorithm-driven information flows. Consistent visibility in mainstream media, combined with adaptive strategies in the social media landscape, remains a winning formula. The Romanian experience offers lessons for democracies navigating the challenges of maintaining electoral integrity and media pluralism in the face of digital manipulation techniques and regulatory challenges.