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The political irruption of short video : is TikTok a new window for Spanish parties?

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The political irruption of short video : is TikTok a new window for Spanish parties?

dc.contributor.author	Gámir Ríos, José Vicente
dc.contributor.author	Sánchez Castillo, Sebastián
dc.date.accessioned	2023-01-12T11:22:50Z
dc.date.available	2023-01-12T11:22:50Z
dc.date.issued	2022
dc.identifier.uri	https://hdl.handle.net/10550/84953
dc.description.abstract	This paper analyses the use of TikTok by the main Spanish parties. The article studies the intensity of use of the short video social network by the accounts of the Partido Popular, Vox, Podemos and Ciudadanos, their narratives and themes, and the views obtained based on them. The research applies a content analysis to the videos published by these groups from account creation until the end of 2020, a period in which the PSOE had no presence. The corpus amounts to 182 units of analysis. The results show that the partisan use of TikTok is still in its infancy and that its intensive use is limited to newly emerging parties, with more favourable results for the most polarised groupings. Moreover, the parties do not adapt to the platform's own narrative codes, without this influencing the impact of their publications; the thematic diversity does have an impact, however. In general, the ideological orientation of the videos is greater than the sectoral orientation, in line with the polarisation in which Western democracies are immersed.
dc.language.iso	eng
dc.relation.ispartof	Communication & Society, 2022, vol. 35, num. 2, p. 37-52
dc.rights.uri	info:eu-repo/semantics/openAccess
dc.source	Gámir Ríos, José Vicente Sánchez Castillo, Sebastián 2022 The political irruption of short video : is TikTok a new window for Spanish parties? Communication & Society 35 2 37 52
dc.subject	Mitjans de comunicació de massa
dc.subject	Xarxes socials
dc.title	The political irruption of short video : is TikTok a new window for Spanish parties?
dc.type	info:eu-repo/semantics/article
dc.date.updated	2023-01-12T11:22:50Z
dc.identifier.doi	https://doi.org/10.15581/003.35.2.37-52
dc.identifier.idgrec	153957