Biblioteca Digital de VanguardiaEngagement of the Spanish, English and German health ministries on TikTok
During the pandemic caused by Covid-19, government-dependent institutions had to take on numerouschallenges, including communication efforts to inform citizens about the situation. One of the main communication channels was social networks and, among them, the emerging social network TikTok. This st...
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| Formato: | Revistas |
| Lenguaje: | Español Inglés |
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Universidad Politécnica Salesiana (Ecuador)
2022
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| Acceso en línea: | https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07 |
| _version_ | 1782340262876413952 |
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| author | Forja-Pena, Tania |
| author_facet | Forja-Pena, Tania |
| author_sort | Forja-Pena, Tania |
| collection | Revista |
| description | During the pandemic caused by Covid-19, government-dependent institutions had to take on numerouschallenges, including communication efforts to inform citizens about the situation. One of the main communication channels was social networks and, among them, the emerging social network TikTok. This study addresses the analysis of the engagement of three European ministries of health, that of Spain, the United Kingdom and Germany, on the social network TikTok. The objective of the study is to conclude which are the communication strategies of each profile and which content achieved greater engagement with users. These countries are the only ones that have a profile on the social network, and they were created during the pandemic caused by Covid-19, so the work of the ministries and the content created on TikTok was influenced by the health situation. In this study, the methodology used was content analysis, studying each of the profiles of the health ministries and each of the published videos. Each country took on the challenge differently, Germany was the profile that created the most content and the one that achieved the highest levels of engagement; The United Kingdom only published eight videos, but it achieved very high engagement figures and Spain, unlike its European peers, achieved more humble engagement levels. |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-5707 |
| institution | Universitas |
| language | Español Inglés |
| publishDate | 2022 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-57072022-02-24T16:24:44Z Engagement of the Spanish, English and German health ministries on TikTok Engagement de los ministerios de sanidad español, inglés y alemán en TikTok Forja-Pena, Tania Engagement TikTok Covid-19 politics health Spain United Kingdom Germany Engagement TikTok Covid-19 Política Sanidad España Reino Unido Alemania During the pandemic caused by Covid-19, government-dependent institutions had to take on numerouschallenges, including communication efforts to inform citizens about the situation. One of the main communication channels was social networks and, among them, the emerging social network TikTok. This study addresses the analysis of the engagement of three European ministries of health, that of Spain, the United Kingdom and Germany, on the social network TikTok. The objective of the study is to conclude which are the communication strategies of each profile and which content achieved greater engagement with users. These countries are the only ones that have a profile on the social network, and they were created during the pandemic caused by Covid-19, so the work of the ministries and the content created on TikTok was influenced by the health situation. In this study, the methodology used was content analysis, studying each of the profiles of the health ministries and each of the published videos. Each country took on the challenge differently, Germany was the profile that created the most content and the one that achieved the highest levels of engagement; The United Kingdom only published eight videos, but it achieved very high engagement figures and Spain, unlike its European peers, achieved more humble engagement levels. Durante la pandemia provocada por el Covid-19, las instituciones dependientes de los gobiernos tuvieronque asumir numerosos retos, entre ellos los esfuerzos de comunicación para informar a la ciudadaníasobre la situación. Uno de los principales canales de comunicación fueron las redes sociales, incluida laemergente red social TikTok. Este estudio analiza el engagement de tres ministerios de sanidad europeos,el de España, Reino Unido y Alemania, en la red social TikTok. El objetivo del estudio es concluir cuálesson las estrategias de comunicación de cada perfil y qué contenidos lograron un mayor engagementcon los usuarios. Estos países son los únicos que tienen perfil en la red social y fueron creados durantela pandemia provocada por la Covid-19, por lo que la labor de los ministerios y el contenido creado enTikTok se vio influenciado por la situación sanitaria. En este estudio se utilizó la metodología de análisisde contenidos, estudiando cada uno de los perfiles de los ministerios de sanidad y también cada uno delos vídeos publicados. Cada país asumió el reto de manera diferente, Alemania fue el perfil que creó máscontenido y logró los niveles, más altos de engagement; Reino Unido solo publicó ocho vídeos, peroconsiguió unas cifras de engagement muy elevados y España, a diferencia de sus compañeros europeoslogró unos niveles de engagement más humildes. Universidad Politécnica Salesiana (Ecuador) 2022-03-22 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf application/zip text/html https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07 10.17163/uni.n36.2022.07 Universitas; No. 36 (2022): (March 2022-August 2022): Elections in the U.S. and Latin America: campaigns, electoral behavior, polarization and protests; 173-194 Universitas; Núm. 36 (2022): (marzo 2022-agosto 2022): Elecciones en EE. UU. e Iberoamérica: campañas, comportamiento electoral, polarización y protesta; 173-194 1390-8634 1390-3837 10.17163/uni.n36 spa eng https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07/5074 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07/5075 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07/5076 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07/5077 Derechos de autor 2022 Universidad Politénica Salesiana http://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | Forja-Pena, Tania Engagement of the Spanish, English and German health ministries on TikTok |
| title | Engagement of the Spanish, English and German health ministries on TikTok |
| title_full | Engagement of the Spanish, English and German health ministries on TikTok |
| title_fullStr | Engagement of the Spanish, English and German health ministries on TikTok |
| title_full_unstemmed | Engagement of the Spanish, English and German health ministries on TikTok |
| title_short | Engagement of the Spanish, English and German health ministries on TikTok |
| title_sort | engagement of the spanish, english and german health ministries on tiktok |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.07 |