Biblioteca Digital de VanguardiaNew media in political campaign. The case of Madrid regional elections in 2021 on TikTok
Due to the television revolution and the arrival of social networks, political communication has undergonea great transformation, both in Spain and in the rest of the world. The use that parties makeof their corporative profiles on social networks is increasingly tending towards spectacularization a...
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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/36.2022.09 |
| _version_ | 1782340263408041984 |
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| author | López Fernández, Víctor |
| author_facet | López Fernández, Víctor |
| author_sort | López Fernández, Víctor |
| collection | Revista |
| description | Due to the television revolution and the arrival of social networks, political communication has undergonea great transformation, both in Spain and in the rest of the world. The use that parties makeof their corporative profiles on social networks is increasingly tending towards spectacularization andtrivialization of content. TikTok has been the latest platform to burst on the political, media and electoralchessboard. This research explores the role that this social network plays in current political communication,as well as the possibilities it offers for so-called spectacularization and the degree of professionalizationwith which the different formations work. The publications made by the candidate parties duringthe campaign and pre-campaign periods of the Madrid 2021 regional elections were taken as sample.This electoral appointment was the first in which TikTok becomes part of the communication strategies.The content analysis is combined through triangulation with in-depth interviews with the different politicalgroups. The results show an experimental use of TikTok as an electoral tool, a strong commitment toconfrontation and trivialization of messages and a better audience response to tendentious and spectacularelements. However, the use of this app remains still unprofessionalized and is not really decisive:what happens on TikTok stays on TikTok. |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-5764 |
| institution | Universitas |
| language | Español Inglés |
| publishDate | 2022 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-57642022-02-24T16:24:44Z New media in political campaign. The case of Madrid regional elections in 2021 on TikTok Nuevos medios en campaña. El caso de las elecciones autonómicas de Madrid 2021 en TikTok López Fernández, Víctor Political communication TikTok spectacularization Election campaigns Political parties Social networks Trivialization Comunicación política TikTok Campaña electoral Partidos políticos Redes sociales Trivialización Due to the television revolution and the arrival of social networks, political communication has undergonea great transformation, both in Spain and in the rest of the world. The use that parties makeof their corporative profiles on social networks is increasingly tending towards spectacularization andtrivialization of content. TikTok has been the latest platform to burst on the political, media and electoralchessboard. This research explores the role that this social network plays in current political communication,as well as the possibilities it offers for so-called spectacularization and the degree of professionalizationwith which the different formations work. The publications made by the candidate parties duringthe campaign and pre-campaign periods of the Madrid 2021 regional elections were taken as sample.This electoral appointment was the first in which TikTok becomes part of the communication strategies.The content analysis is combined through triangulation with in-depth interviews with the different politicalgroups. The results show an experimental use of TikTok as an electoral tool, a strong commitment toconfrontation and trivialization of messages and a better audience response to tendentious and spectacularelements. However, the use of this app remains still unprofessionalized and is not really decisive:what happens on TikTok stays on TikTok. Con la revolución televisiva y la llegada de las redes sociales, la comunicación política ha experimentadouna gran transformación, tanto en España como en el resto del mundo. El uso que los partidos hacen desus perfiles corporativos en redes cada vez tiende más a la espectacularización y a la trivialización de loscontenidos. TikTok ha sido la última plataforma en irrumpir en el tablero político, mediático y electoral.Este trabajo explora el papel que TikTok juega en la comunicación política actual, así como las posibilidadesque brinda a la llamada espectacularización y el grado de profesionalización con el que trabajan lasdistintas formaciones. Se toman como muestra las publicaciones realizadas por los partidos candidatosdurante los períodos de campaña y precampaña de las elecciones autonómicas de Madrid 2021, queson las primeras en las que TikTok pasa a formar parte de las estrategias comunicativas. El análisis decontenido se combina por medio de la triangulación con entrevistas en profundidad a los distintos grupospolíticos. Los resultados evidencian un uso experimental de TikTok como herramienta electoral, unafuerte apuesta por la confrontación y la trivialización de los mensajes y una mejor respuesta del públicoante lo tendencioso y espectacular. Sin embargo, su uso sigue siendo poco profesional y tampoco esdeterminante, es decir, lo que ocurre en TikTok se queda, al menos de momento, en TikTok. 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/36.2022.09 10.17163/uni.n36.2022.09 Universitas; No. 36 (2022): (March 2022-August 2022): Elections in the U.S. and Latin America: campaigns, electoral behavior, polarization and protests; 221-241 Universitas; Núm. 36 (2022): (marzo 2022-agosto 2022): Elecciones en EE. UU. e Iberoamérica: campañas, comportamiento electoral, polarización y protesta; 221-241 1390-8634 1390-3837 10.17163/uni.n36 spa eng https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.09/5082 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.09/5083 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.09/5084 https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.09/5085 Derechos de autor 2022 Universidad Politénica Salesiana http://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | López Fernández, Víctor New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title | New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title_full | New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title_fullStr | New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title_full_unstemmed | New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title_short | New media in political campaign. The case of Madrid regional elections in 2021 on TikTok |
| title_sort | new media in political campaign. the case of madrid regional elections in 2021 on tiktok |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/36.2022.09 |