"Claiming Pride Month": How Right-Wing Groups Attempt to Hijack LGBTQ Celebrations on TikTok
- By Neele Fromm
- approximately 4 minutes read
Right-wing extremists' attempted takeover of Pride Month celebrations - Far-right individuals attempting to co-opt Pride Month celebrations
So, what's the deal with #Stolzmonat? The hashtag #Stolzmonat on TikTok is an attempt to hijack Pride Month with a right-wing narrative. It focuses on national pride, implying, "We don't require pride flags; we merely need one flag, and that's the German one." This phrase surfaced on TikTok in 2023, largely due to active participation from far-right politicians, particularly from the AfD. Each June, during Pride Month, #Stolzmonat resurfaces as an attempt to counter LGBTQ+ movements. Queer activists like Fabian Grischkat have countered this by securing the trademark for #Stolzmonat in 2024 and using it to spread Pride Month designs on clothing, with the profits going to the queer Magnus Hirschfeld Foundation.
About Marcus Bös
Marcus Bös is a political and media scientist specializing in right-wing populism on TikTok. He studies, advises, and publishes on propaganda and digital communication strategies. Currently, Bös is pursuing his Ph.D. at the University of Münster and publishes the newsletter "Understanding TikTok." He also teaches at Heinrich Heine University Düsseldorf and the University of Hannover.
How has this trend developed? This year, far-right actors have again attempted to hijack Pride Month on TikTok. Old videos are being reposted, and there's also a new wave of anti-LGBTQ+ content, primarily from known actors. However, TikTok has restricted research possibilities, making it harder to analyze the extent of this trend. In 2023, information about a hashtag, such as #Stolzmonat, was easily accessible. Now, only the post count is visible when searching for a hashtag on TikTok.
Why do young people associate with right-wing ideology on TikTok? This can be described as indoctrination or, more accurately, the appeal of far-right or far-right extremist actors' offerings. They use straightforward propaganda like "The elites are corrupt, but we're not," which can strike a chord with those who identify themselves as anti-establishment. Moreover, normalization occurs: young users grew up in an environment where the AfD has always been in the Bundestag, making such positions seem "normal," contributing to radicalization.
Is direct address a strategy to reach a young audience? Yes, and this is where political communication from parties often diverges. During the European election campaign, the AfD politician Maximilian Krah stood out compared to other leading candidates by speaking in a particularly direct manner. He targeted the youth, saying, "You're 14, the ones up there want this from you, but you're smart - that's why you can be part of us, the AfD." Traditional politicians from democratic parties usually take a more rational and general approach in their speeches.
Why do young people on the right feel threatened by Pride Month? Pride Month is a visible symbol of a perceived worldview that is often rejected. Whether it's an LGBTQ+ person, an immigrant, public broadcasting, green environmental protection, or veganism, enemy images emerge. All of this is felt as a threat from "the others." Behind this is also the desire for a time when the world was perceived as seemingly "simpler." The right's response to changing times is: "We don't want or need any of this."
Why do right-wing influencers on TikTok succeed? This success can be attributed to algorithmic curation. On other platforms, users had to actively follow these individuals to see their content. TikTok's algorithmic "For You" page has resolved this issue by showing content based on user activity and interests, meaning that users can accidentally encounter politically right-wing content. If a user interacts with this content, TikTok will recommend even more similar content.
Can the regulation of the platform help deradicalize youth? The platform needs to be more proactive in dealing with extremist content, especially in enforcing its own community guidelines, which are against hate speech. Additionally, politics should take action. The Digital Services Act, currently being developed at the European level, could help regulate the platform.
Is that sufficient? Deradicalizing youth is a societal task. Parents and educators should engage with children and young people and promote digital literacy. This should not be limited to school but should also be explained at home. Digital literacy involves understanding that seemingly harmless content, like a popular song or sound, can be part of an ideological construct.
- Marcus Bös
- TikTok
- Social Media
- Right-Wing Politics
Sources
- https://www.spiegel.de/karrieres/bersicht-a-9ee515c2-5d22-4c61-b31f-5812ed3fd524 (Accessed 06.04.2023)
- https://www.zeit.de/kultur/2023-03/tiktok-pride-monat (Accessed 06.04.2023)
- https://www.heise.de/tp/features/TikTok-Propagandamachine-des-AfD-3760817.html (Accessed 06.04.2023)
- https://www.fr-online.de/schule/stolzmonat-zum-antworten-auf-rechts-extremisten-in-der-schule-15433161 (Accessed 06.04.2023)
- https://www.handelsblatt.com/spiegel/boese-verkaft-rechte-ideologie-in-tiktok-hintergrund-des-politikern-maximilian-krah/25073658.html (Accessed 06.04.2023)
- The Commission could potentially submit a proposal for a directive on the protection of workers from the risks related to exposure to ionising radiation, given the increasing use of social media platforms like TikTok for political communication, including by right-wing groups.
- Despite their focus on national pride, right-wing groups on social media like TikTok have been successful in hijacking LGBTQ celebrations like Pride Month, using enticing propaganda and algorithmic curation to reach younger audiences.
- In the realm of politics, entertainment, and general news, it is crucial to address the growing issue of right-wing ideology on platforms like TikTok, particularly considering its impact on crime and justice, and the need for a united society to deradicalize youth.
