The political irruption of short videoIs TikTok a new window for Spanish parties?

  1. José Gamir-Ríos
  2. Sebastián Sánchez-Castillo
Revista:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Año de publicación: 2022

Título del ejemplar: Special Issue: Social news diffusion: Platforms, publics, scenarios and dimensions of news sharing

Volumen: 35

Número: 2

Páginas: 37-52

Tipo: Artículo

DOI: 10.15581/003.35.2.37-52 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Objetivos de desarrollo sostenible

Resumen

Este trabajo analiza la utilización de TikTok por parte de los principales partidos españoles. El artículo estudia la intensidad de uso de la red social de vídeos cortos por las cuentas corporativas del Partido Popular, Vox, Podemos y Ciudadanos, sus narrativas y temáticas, y las visualizaciones obtenidas en función de ellas. La investigación aplica un análisis de contenido a los vídeos publicados por dichas formaciones desde la creación de sus cuentas hasta la finalización de 2020, periodo en el que el PSOE no estuvo presente. El corpus asciende a 182 unidades de análisis. Los resultados evidencian que la utilización partidista de TikTok se encuentra en un estadio embrionario y que su uso intensivo se limita a los partidos de reciente surgimiento, con unos resultados más favorables para las formaciones más polarizadas. Además, los partidos no se adecúan a los códigos narrativos propios de la plataforma, sin que ello influya en el impacto de sus publicaciones; sí que incide, en cambio, la diversidad temática. En general, la orientación ideológica de los vídeos es mayoritaria respecto a la sectorial, en consonancia con la polarización en la que se hayan inmersas las democracias occidentales.

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Fuente de los datos: Dialnet