TikTok and the new language of political communication
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Publicado:
nov 21, 2021
Palabras clave:
TikTok, Comunicación política, Jóvenes, Redes sociales, Podemos, Tecnopopulismo
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Resumen
Introducción: Los partidos políticos luchan por conectar con los jovenes a través del uso de las redes sociales. 2020 ha sido el año de TikTok y, por esta razón, la mayoría de los partidos politicos españoles ha querido estar presente. Podemos, con 191.400 seguidores y 3,1 millones de “me gusta”, es la formación política que más destaca. Metodología: A partir del análisis de contenido multimodal, este artículo analiza la manera en que Podemos utiliza esta red social, con qué finalidad y cómo se ha adaptado a sus técnicas y lenguaje. Resultados: Podemos se ha acoplado perfectamente al argot de TikTok y a todas sus especificidades técnicas (efectos especiales, etc.), si bien los resultados muestran que en lugar de centrarse en el entretenimiento -razón principal de la plataforma-, utiliza TikTok como escaparate de sus actividades políticas, dejando de lado la verdadera forma de relación entre los usuarios. Sin embargo, la política se representa a través del “game frame”, es decir, de la dramatización en el campo de batalla entre el bien y el mal, dicotomía que refuerza la visión populista del mundo mediante de una repuesta básicamente emocional. Conclusión: A pesar de que el contenido del Podemos en esta red social es sobre todo político, lo cierto es que ese contenido entraría en la categoría de “politainment” (entretenimiento político). Teniendo en cuenta que las tendencias actuales sugieren que el formato del vídeo corto es el futuro de las redes sociales, se espera que haya un aumento claro del “politainment” en TikTok.
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Cervi, L., Tejedor, S., & Marín Lladó, C. (2021). TikTok and the new language of political communication. Cultura, Lenguaje Y Representación, 26, 267–287. https://doi.org/10.6035/clr.5817
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