In America, the political discussion revolves around Cute winter boots

Let's not be misled by the name, which might evoke yet another discussion about fashion trends: the hashtag #cutewinterboots has nothing to do with the latest Moon Boot or UGG model. Instead, it refers to a growing trend in the United States aimed at discussing political topics without the risk of being banned, thus bypassing the algorithm’s censorship.

Cutewinterboots: when a hashtag becomes a political message

But let’s take a step back: a few days after Donald Trump’s recent inauguration, some TikTok users began posting videos expressing their opposition and disappointment towards the conservative leader, using #cutewinterboots to evade increasingly persistent content blocks flagged as "policy violations." This phenomenon quickly evolved into a full-fledged community of people exchanging opinions on executive orders from the White House, the legitimacy of elections, local protests, and guidelines on staying safe during demonstrations. We are living in an unprecedented historical moment, one that often feels dystopian—never before has 1984, George Orwell’s masterpiece, felt so relevant. By exploiting the well-known social media algorithm, designed to promote content sharing for marketing purposes—just like advertised clothing items, users attempt to outmaneuver the platform. In today’s socio-political landscape, this algorithm tends to favor the spread of certain topics, including pro-MAGA debates—becoming a real-life Big Brother.

TikTok and Censorship: the case of hidden hashtags

To amplify activism-related messages, widely viewed hashtags such as #bridgerton or #taylorswift are also being used, as confirmed by a recent article from The Economic Times. Often, users advise each other to "stay safe from the ice," a reference to the U.S. Immigration and Customs Enforcement (ICE), the federal agency responsible for border and immigration control. In this context, "winter boots" symbolize protest and resistance against the authoritarian policies of the American right wing.

TikTok and censorship: the case of hidden hashtags

Some users confirm: "Many people have started noticing that if you openly say the MAGA leader’s name in a video, you either get shadow-banned or completely censored. The only way to talk about him without the video being removed is by using the word 'boots'”, as reported by The Independent. Among the examples cited, one refers to an audio clip from Donald Trump’s victory rally in Pennsylvania, where he discussed election fraud and shady strategies to secure the presidency in time for the Olympics and the World Cup.

Digital Activism: strategies to bypass online censorship

The viral expression originates from a passage in which American actor Taylor Holmes, known for The Christmas Carol, reads the poem Boots by Rudyard Kipling, which resurfaced after the trailer for Danny Boyle’s recent film 28 Years Later. As a result, TikTok creators began using “cutewinterboots” as a code—usually, the real message is displayed in the background of the video.

Similarly, the hashtag #Diorbags, launched by TikToker Bethenny Frankel, serves as a coded reference to recent drone sightings in states like New Jersey.

And censorship doesn't stop there. Ben & Jerry’s, an unmistakable brand in the U.S., is known not only for its iconic Cookie Dough and Chocolate Brownie ice cream, filling millions of American freezers, but also for its strong stance on social justice. The company has supported various causes, including environmental protection and human rights equality. Recently, Ben & Jerry’s sued its parent company, Unilever, for attempting to silence pro-Palestinian statements. This has placed the beloved ice cream brand among the hashtags driving political discussions on TikTok.

Shadow-Banning and Algospeak: the evolution of political communication

In a society that is rapidly regressing in terms of civil rights, there is a growing number of tactics to silence anyone who opposes MAGA policies—even on virtual platforms that are supposed to be democratic. The close ties between Silicon Valley giants and the tycoon further reinforce this censorship. In the age of shadow-banning, algospeak—the coded language used to discuss certain topics—seems to be the only remaining alternative to preserving freedom of speech.