MOREJÓN LLAMAS, NOEMÍ
No
Prism. Soc.
Article
Científica
0.261
30/01/2023
000928070100011
This paper analyses the communication strategy of the main Spanish political parties on TikTok after the embryonic phase of 2020. Through content analysis, it identifies in quantitative and qualitative terms the use of TikTok by the PP, PSOE, Podemos and Vox, by observing their rate of publication, engagement and type of interaction, predominant themes and adaptability to narrative and discursive techniques. The study, which covers the period from 1 January to 31 December 2021, consists of 562 units of analysis. The results show a settlement and consolidation on the platform and a clear dominance by the Partido Popular and Podemos, as well as the firm emergence of the PSOE, absent until now. A growth in engagement can be seen, although little use is made of the interaction that the social network can facilitate in order to contribute to debate and social participation. The confrontation between leaders, accusations against the governing party and controversial topics, which reflect polarisation and emotionality, are those that achieve the greatest interaction, which shows that the spectacularisation of current politics finds in TikTok a means of dissemination that is easy to viralise.
Political communication; social networks; TikTok; Spain; political parties; engagement; interaction