TikTok como herramienta de comunicación política: análisis estratégico del discurso viral de los partidos en España
Journal
Revista Panamericana de Comunicación
ISSN
2683-2208
Publisher
Escuela de Comunicación - CampCM
Date Issued
2025-09-17
Author(s)
Senra-Silva, Julia
Moguer-Terol, Manuel
Cristófol-Rodríguez, Francisco-Javier
Type
text::Non-primary product
Abstract
The consolidation of social media has reshaped political communication strategies, compelling parties to adopt new languages and formats to connect with audiences—particularly younger ones. This study analyzes how Spain’s main non-separatist parliamentary parties (PP, PSOE, Sumar, and Vox) use the social network TikTok, focusing specifically on their appropriation of trends and viral videos. Through a mixed-methods approach that combines quantitative content analysis of 1,299 videos published between January 1, 2024 and January 1, 2025 and qualitative interviews with the parties’ social media managers, the study identifies usage pat-terns, thematic strategies, and peaks in activity. The results show that Sumar and Vox are the parties that most actively integrate viral formats into their communication, albeit with differ-ing approaches. A correlation is observed between increased posting activity and high-impact political events, such as the processing of the Amnesty Law—a topic of particular public in-terest in Spain during 2024. While the PP centers its strategy on a negative discourse targeting the Prime Minister, Pedro Sánchez, PSOE and Sumar favor a predominantly positive tone. The study concludes that, although TikTok use in Spanish politics is growing, it remains an experimental field in which parties on the ideological extremes show greater adaptability to the platform’s native language
License
Acceso Abierto
How to cite
Senra-Silva, J., Moguer-Terol, M., & Cristófol-Rodríguez, F.-J. (2025). TikTok como herramienta de comunicación política: análisis estratégico del discurso viral de los partidos en España. Revista Panamericana De Comunicación, 7(2). https://doi.org/10.21555/rpc.v7i2.3528
Table of contents
1. Introducción -- 2. Marco teórico -- 2.1. TikTok como nueva frontera política -- 3. Metodología -- 3.1. Fase cuantitativa: Análisis de contenido -- 3.2. Fase cualitativa: entrevistas -- 4. Resultados -- 4.1. Uso del formato viral -- 4.2. Patrones temporales -- 4.3. Estrategias de tono y enfoque -- 5. Discusión y conclusiones