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- Title
Horacio "tiktoker": un análisis de los discursos, herramientas, temas y contenidos en la comunicación política del jefe de Gobierno porteño en TikTok.
- Authors
Ariza, Andrea; March, Valeria; Torres, Sofía
- Abstract
During the COVID-19 pandemic, social media has acquired particular relevance. During periods of long confinement and lockdown, they have become spaces for entertainment and socialization. Within this digital ecosystem, TikTok plays a key role. It has grown remarkably during the past year and has become the most used social network by adolescents. In Argentina, Horacio Rodríguez Larreta, mayor of the City of Buenos Aires, joined TikTok in October 2020, becoming one of the first political figures to open an account. In less than a year, he amassed around 350 thousands followers and 5.4 million likes. In this article, we describe and analyze the communication strategies deployed by Rodríguez Larreta on TikTok between October 19, 2020, when he joined the network, up to September 19, 2021. We employ a qualitative methodology, with content analysis as our main tool, and focus on investigating the frequency, topics, attributes, and language of the videos uploaded by Rodríguez Larreta during his eleven months on TikTok. Our hypothesis is that the mayor of Buenos Aires used TikTok as a special channel to connect with young voters. This becomes obvious throughout our study, as we observe how he adapted his political communication -- in both form and function -- to align with the codes and language of this social network, placing special emphasis on his interaction with users.
- Subjects
BUENOS Aires (Argentina); ARGENTINA; POLITICAL communication; COVID-19 pandemic; SOCIAL media; COMMUNICATION strategies; CONTENT analysis; ONLINE social networks; SOCIAL networks
- Publication
Austral Comunicacion, 2022, Vol 11, Issue 1, p1
- ISSN
2313-9129
- Publication type
Article
- DOI
10.26422/aucom.2022.1101.ari