City administrator employs TikTok for various purposes
In the district of Regensburg, Beratzhausen has made waves in the political sphere with its forward-thinking communication strategy. The CSU mayor, Matthias Beer, has been using TikTok and the "Lerche & Baer" podcast to engage local residents in a humorous and entertaining manner, earning them the Staatsanzeiger Award in the category "Mayors on a Mission".
The jury commended Beratzhausen's approach as a model for active citizen involvement in political processes. By using modern digital channels like TikTok and podcasts, the district is successfully engaging younger generations who are more likely to be found on these platforms.
Matthias Beer's TikTok channel, "@tiktok_buergermeister", offers a unique insight into the town hall, political commentary, and answers to citizens' questions. Beer avoids using agencies in his TikTok communication and emphasizes authenticity and self-irony. This approach has resonated with the community, as indicated by thousands of views and an active TikTok following.
The "Lerche & Baer" podcast, which Beer co-hosts with an SPD mayor colleague, provides a relaxed exchange of different political perspectives. Unlike heated debates, this podcast aims to make local politics accessible and understandable, fostering a sense of community and encouraging active participation.
The Staatsanzeiger Award recognizes Beratzhausen's efforts in modernizing political communication. The district's innovative strategies serve as a platform for sharing and learning about innovative political communication approaches.
The impulse lectures offer a chance to learn from the six awarded projects, including Beratzhausen's. These lectures provide an opportunity to gain insights into innovative political communication strategies and serve as a platform for further discussion and learning. Registration is available for those interested in attending.
Coverage of the current Staatsanzeiger Award can be found online. For those who wish to stay updated on the latest trends and developments in political communication, a Staatsanzeiger subscription is required to save articles and topics.
The use of TikTok and podcasts in political communication is not limited to Beratzhausen. A study by the Bertelsmann Stiftung found that 86% of Germans aged 16–34 play digital games and often use platforms like TikTok to discuss social and political issues. Young people are more likely to participate in democratic processes, such as signing petitions and social media political commentary, on these platforms compared to the average population.
Platforms such as TikTok allow politicians and civic leaders to present political content in engaging, bite-sized videos that better capture young people's attention compared to traditional media. Podcasts provide a more in-depth but still accessible format where younger audiences can engage with political ideas and local issues at their own pace.
By employing TikTok and podcasts, local leaders like Matthias Beer can better harness the political energy of younger citizens by communicating transparently and interactively on platforms they use daily. This approach fosters trust and mobilizes them to participate actively in democratic processes.
In conclusion, the innovative communication approach of Beratzhausen and Matthias Beer serves as a shining example of how modern digital channels can be used to engage younger generations in political processes. By meeting them on platforms they frequently use and where they feel comfortable discussing current socio-political topics, politics becomes more accessible and relatable, encouraging active participation through interactive, informal, and creative content formats.
[1] Bertelsmann Stiftung. (2021). Digital Natives: Young People and the Future of Democracy. Retrieved from https://www.bertelsmann-stiftung.de/en/research-projects/digital-natives/
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