Tiktok and active audiences in processes for political and structural change. An exploratory study based on the scottish referendum

  1. Nadia Alonso-López 2
  2. Pavel Sidorenko-Bautista 3
  3. Alexis Apablaza-Campos 1
  1. 1 Univ. Artes, Ciencias y Comunicación
  2. 2 Univ. Politècnica de València
  3. 3 Univ. Internacional de La Rioja
Mostrar afiliacións +
Revista:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Ano de publicación: 2023

Volume: 36

Número: 3

Páxinas: 87-101

Tipo: Artigo

DOI: 10.15581/003.36.3.87-101 DIALNET GOOGLE SCHOLAR lock_openDadun editor

Outras publicacións en: Comunicación y sociedad = Communication & Society

Obxectivos de Desenvolvemento Sustentable

Resumo

Plebiscites, secession consultations, and referendums are electoral processes that are different from conventional voting. Conversations before these types of elections tend to focus on very different aspects than those generated during the election of an authority or public office, with a focus on the future impacts that each decision may have on a country, generally taking one side or the other. In the current media ecosystem, this conversation takes place largely on social platforms and networks, where users consume content and interact with it, becoming active prosumer audiences. The aim of this research is to determine what elements determine this type of discourse on TikTok –as a social network that is trending among digital communities–, what type of profiles promote them, and what narrative code is used. To this end, based on the case of the referendum planned in Scotland for 2023, an exploratory quantitative and qualitative study is proposed based on the publications discriminated by hashtags related to the topic through an analysis carried out in an application called PyCharm (Python) TikTok Research. The results suggest that on TikTok this type of content has a large reach, but it is not possible to determine precisely whether it has a specific effect or impact. However, the rate of user engagement and interaction with this content opens the possibility of eventually greater influence than on other platforms.

Referencias bibliográficas

  • Agarwal, A., Singh, R. & Toshniwal, D. (2018) Geospatial sentiment analysis using Twitter data for UK-EU referendum. Journal of Information and Optimization Sciences, 39(1), 303-317. https://www.doi.org/10.1080/02522667.2017.1374735
  • Amado, A. & Tarullo, R. (2015). Las redes sociales en la comunicación política: ¿comunicación unidireccional o conversacional? Contratexto, 24, 97-111. https://www.doi.org/10.26439/contratexto2015.n024.589
  • Alonso López, N. & Sidorenko Bautista, P. (2022). Spanish historical memory coverage on TikTok: profiles, content and messages. Revista Mediterránea de Comunicación/ Mediterranean Journal of Communication, 13(2), 117-134. https://www.doi.org/10.14198/MEDCOM.21824
  • Apablaza-Campos, A., Codina, L., Muñoz, B. & Núñez, Í. (2021). Social Media Live Streaming (SMLS) para medios digitales: protocolo de análisis y estudio de caso. Barcelona: Universitat Pompeu Fabra. https://www.doi.org/10.3145/digidoc-informe5
  • Ariza, A., March, V. & Torres, S. (2022). Horacio “tiktoker”: un análisis de los discursos, herramientas, temas y contenidos en la comunicación política del jefe de Gobierno porteño en TikTok. Austral Comunicación, 11(1). https://www.doi.org/10.26422/aucom.2022.1101.ari
  • Baviera, T., Sánchez-Junqueras, J. & Rosso, P. (2022). Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain. Communication & Society, 35(3), 33-49. https://www.doi.org/10.15581/003.35.3.33-49
  • BBC (n.d.). Scottish independence referendum. Retrieved from https://www.bbc.com/news/events/scotland-decides/results
  • Blanco Pérez, M. (2021). Índice y Prólogo. In M. Blanco Pérez (Ed.), El progreso de la comunicación en la era de los prosumidores (pp. 11-13). Madrid: Dykinson.
  • Carrell, S. & Brooks, L. (2023, March 26) From the NHS to independence, what’s in the next SNP leader’s in-tray? The Guardian. Retrieved from https://www.theguardian.com/politics/2023/mar/26/from-the-nhs-to-independence-whats-in-the-next-snp-leaders-in-tray
  • Cartes-Barroso, M. J. (2018). The use of Instagram by Catalan political parties during the referendum of 1 October. Revista de Comunicación de la SEECI, 47, 17-36. https://www.doi.org/10.15198/seeci.2018.0.17-36
  • Castro Martínez, A. & Díaz Morilla, P. (2021). La comunicación política de la derecha radical en redes sociales. De Instagram a TikTok y Gab, la estrategia digital de Vox. Dígitos. Revista de Comunicación Digital, 7, 67-89. https://www.doi.org/10.7203/rd.v1i7.210
  • Cernison, M. (2014). Online communication spheres in social movements campaigns: the Italian referendum on water. Doctoral Dissertation. European University Institute. Retrieved from http://hdl.handle.net/1814/34401
  • Cervi, L. (2021). Tik Tok and generation Z. Theatre, Dance and Performance Training, 12(2), 198-204. https://www.doi.org/10.1080/19443927.2021.1915617
  • Cervi, L. & Marín-Lladó, C. (2021). What are political parties doing on TikTok? The Spanish case. Profesional De la Información, 30(4). https://www.doi.org/10.3145/epi.2021.jul.03
  • Cervi, L., Tejedor, S., & Marín-Lladó, C. (2021). TikTok and the new language of political communication. Cultura, Lenguaje y Representación, 26, 267-287. https://www.doi.org/10.6035/clr.5817
  • Ditrendia (2021). Informe Mobile 2021. Retrieved from https://mktefa.ditrendia.es/blog/informe-mobile-2021
  • El Mostrador (2022, September 4). Tendencia en redes sociales sigue sumando menciones al Apruebo. Retrieved from https://www.elmostrador.cl/dia/2022/09/04/tendencia-en-redes-sociales-sigue-sumando-menciones-al-apruebo/
  • Gamir-Ríos, J. & Sánchez-Castillo, S. (2022). The political irruption of short video: Is TikTok a new window for Spanish parties? Communication & Society, 35(2), 37-52. https://www.doi.org/10.15581/003.35.2.37-52
  • Gamir-Ríos, J., Cano-Orón, L. & Lava-Santos, D. (2022). De la localización a la movilización. Evolución del uso electoral de Instagram en España de 2015 a 2019. Revista de Comunicación, 21(1), 159-179. https://www.doi.org/10.26441/RC21.1-2022-A8
  • García-Galera, M., del Hoyo-Hurtado, M. & Fernández-Muñoz, C. (2014). Engaged youth in Internet. The role of social networks in social active participation. [Jóvenes comprometidos en la Red: el papel de las redes sociales en la participación social activa]. Comunicar, 43, 35-43. https://www.doi.org/10.3916/C43-2014-03
  • García-Marín, D. & Salvat-Martinrey, G. (2022). Viralizar la verdad. Factores predictivos del engagement en el contenido verificado en TikTok. Profesional De la Información, 31(2). https://www.doi.org/10.3145/epi.2022.mar.10
  • Gozálvez, V., Romero-Rodríguez, L. M. & Larrea-Oña, C. (2019). Twitter y opinión pública. Una perspectiva crítica para un horizonte educativo | Twitter and public opinion. A critical view for an educational outlook. Revista Española de Pedagogía, 77(274), 403-419. https://www.doi.org/10.22550/REP77-3-2019-04
  • Gómez-Iniesta, P. & Cantero de Julián, J. I. (2021). ¿La política española hacia el mainstream? El fenómeno TikTok. In J. Sierra Sánchez & A. Barrientos-Báez (Eds.), Cosmovisión de la comunicación en redes sociales en la era postdigital (pp. 978-993). Madrid: McGraw-Hill Interamericana de España.
  • Gray, J. E. (2021). The geopolitics of ‘platforms’: the TikTok challenge. Internet Policy Review, 10(2). https://www.doi.org/10.14763/2021.2.1557
  • Grčar, M., Cherepnalkoski, D., Mozetič, I. & Novak, P. K. (2017). Stance and influence of Twitter users regarding the Brexit referendum. Computational Social Networks, 4(6). https://www.doi.org/10.1186/s40649-017-0042-6
  • Guinaudeau, B., Munger, K. & Votta, F. (2022). Fifteen Seconds of Fame: TikTok and the Supply Side of Social Video. Computational Communication Research, 4(2), 463-485. https://www.doi.org/10.5117/CCR2022.2.004.GUIN
  • Islas Carmona, J. O. (2008). El prosumidor. El actor comunicativo de la sociedad de la ubicuidad. Palabra Clave, 11(1), 29-39. Retrieved from https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/1413
  • Kantar (2022). The Power of TikTok. Retrieved from https://kantar.turtl.co/story/brand-building-with-tiktok/page/1
  • Li, X., Xiaohui, Y. & Zhengwu, Z. (2019). Research on the causes of the “TikTok” app becoming popular and the existing problems. Journal of advanced management science, 7(2), 59-63. https://www.doi.org/10.18178/joams.7.2.59-63
  • Macready, H. (2022, April 4). Tasa de interacción en TikTok. Hootsuite. Retrieved from http://bit.ly/3OP3pQi
  • Manfredi, J. L., Herranz de la Casa, J. M. & Seoane Pérez, F. (2016). Diplomacia de movilización. Referenda de Cataluña y Escocia en la diplomacia en red. Revista Latina de Comunicación Social, 71, 961-975. https://www.doi.org/10.4185/RLCS-2016-1129
  • Manfredi, J., Amado, A. & Waisbord, S. (2021). Presidential Twitter in the face of COVID-19: Between populism and pop politics. [Twitter presidencial ante la COVID-19: Entre el populismo y la política pop]. Comunicar, 66, 83-94. https://www.doi.org/10.3916/C66-2021-07
  • Manfredi, J. L., Amado, A. & Gómez-Iniesta, P. (2022). State disinformation: emotions at the service of the cause. Communication & Society, 35(2), 205-221. https://www.doi.org/10.15581/003.35.2.205-221
  • Marozzo, F. & Bessi, A. (2018). Analyzing polarization of social media users and news sites during political campaigns. Social Network Analysis and Mining, 8(1) . https://www.doi.org/10.1007/s13278-017-0479-5
  • Masip, P., Ruiz-Caballero, C. & Suau, J. (2019). Active audiences and social discussion on the digital public sphere. Review article. Profesional de la Información, 28(2). https://www.doi.org//10.3145/epi.2019.mar.04
  • Mazzoleni, G. (2010). La comunicación política. Madrid: Alianza. Medina Serrano, J. C., Papakyriakopoulos, O. & Hegelich, S. (2020). Dancing to the partisan beat: A first analysis of political communication on TikTok. Social and Information Networks, 12, 257-266. https://www.doi.org/10.1145/3394231.3397916
  • Moragas-Fernández, C. M., Grau-Masot, J. M. & Capdevila-Gómez, A. (2019). Articulación de la influencia en Twitter ante el anuncio de la Ley del referéndum en Cataluña. Profesional de la Información, 28(3). https://www.doi.org/10.3145/epi.2019.may.20
  • Policy Scotland (2014, January 9). Twitter and the independence referendum. Policy Scotland Project – University of Glasgow. Retrieved from https://bit.ly/3oL4rE8
  • Rebollo, C. (2022, September 14). Rápido, adictivo y entra por los ojos: TikTok ya es el buscador de la generación Z. El País. Retrieved from https://elpais.com/tecnologia/2022-09-14/rapido-adictivo-y-entra-por-los-ojos-tiktok-ya-es-el-buscador-de-la-generacion-z.html
  • Riquelme, F., Rivera, D. & Serrano, B. (2022). Analyzing the far-right political action on Twitter: The Chilean constituent process. Social Network Analysis and Mining, 12(161). https://www.doi.org/10.1007/s13278-022-00990-w
  • Robinson, J. Y. (2022). George Floyd and cosmopolitan memory formation in online networks: A report from Northern Europe. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 13(2), 185-199. https://www.doi.org/10.14198/MEDCOM.21834
  • Sanhueza, A. M. (2023, February 3). Chile crea una comisión de expertos para escribir por segunda vez una nueva Constitución. El País. Retrieved from https://elpais.com/chile/2023-02-03/chile-crea-una-comision-de-expertos-para-escribir-por-segunda-vez-una-nueva-constitucion.html
  • Servel (s.f.). Plebiscito 2022 – Sitio Histórico Resultados Electorales, Servicio Electoral de Chile. Retrieved from https://historico.servel.cl/servel/app/index.php?r=EleccionesGenerico&id=237
  • Shuai, Y., Yuzhen, Z. & Yifang, M. (2019). Analysis of the reasons and development of short video application – Taking Tik Tok as an example. 9th International Conference on Information and Social Science (ICISS 2019). Francis Academic Press, 340-343.
  • Sidorenko Bautista, P., Alonso López, N., & Giacomelli, F. (2021). Fact-checking in TikTok. Communication and narrative forms to combat misinformation. Revista Latina de Comunicación Social, 79, 87-113. https://www.doi.org/10.4185/RLCS-2021-1522
  • Statista (2022a). TikTok – Datos estadísticos. Retrieved from https://es.statista.com/temas/7541/tiktok/#topicHeader__wrapper
  • Statista (2022b). Tasa de participación promedio por publicaciones en las redes sociales en 2020 y 2021. Retrieved from http://bit.ly/3AVHrVY
  • The Economist. (2010). A world of connections. A special report on social networking. Londres: The Economist.
  • Toffler, A. (1980). The Third Wave. New York: William Morrow and Company.
  • Tryon, Chuck (2008). Pop Politics: Online Parody Videos, Intertextuality, and Political Participation. Popular Communication, 6(4), 209-213. https://www.doi.org/10.1080/15405700802418537
  • TikTok for Business (2022, May 27). Test with TikTok: Measure the real impact of your TikTok video views. Retrieved from http://bit.ly/3JEHvgt
  • TikTok for Business (2021, July 19). Study shows TikTok drives greater audience engagement. Retrieved from http://bit.ly/3GXTdTK
  • Tsakalidis, A., Aletras, N., Cristea, A. I. & Liakata, M. (2018). Nowcasting the Stance of Social Media Users in a Sudden Vote: The Case of the Greek Referendum. In Proceedings of the 27th ACM International Conference on Information and Knowledge Management (CIKM ‘18). Association for Computing Machinery, New York. 367-376. https://www.doi.org/10.1145/3269206.3271783
  • Vijay, D. & Gekker, A. (2021). Playing politics: How Sabarimala played out on TikTok. American behavioral scientist, 65(5), 712-734. https://www.doi.org/10.1177/0002764221989769
  • Wang, P. (2022). Recommendation Algorithm in TikTok: Strengths, Dilemmas, and Possible Directions. International Journal of Social Sciences Studies, 10(5). https://www.doi.org/10.11114/ijsss.v10i5.5664
  • We Are Social & Hootsuite (2022). Digital 2022 July Global Statshot Report. Retrieved from https://wearesocial.com/uk/blog/2022/07/the-global-state-of-digital-in-july-2022/
  • Zeng, J., Abidin, C. & Schäfer, M. S. (2021). Research perspectives on TikTok and its legacy apps: introduction. International Journal of Communication, 15, 3161-3172. https://www.doi.org/10.5167/uzh-205427
Fonte de datos: Dialnet