<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082025000200201</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v7i2.3507</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[From experiment to strategy: use of TikTok by the local Spanish press between 2021 and 2024]]></article-title>
<article-title xml:lang="es"><![CDATA[Del experimento a la estrategia: uso de TikTok por la prensa local española entre 2021 y 2024]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sidorenko-Bautista]]></surname>
<given-names><![CDATA[Pavel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herranz-de-la-Casa]]></surname>
<given-names><![CDATA[José-María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alonso-López]]></surname>
<given-names><![CDATA[Nadia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Internacional de La Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Castilla-La Mancha  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universitat Politècnica de València  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>7</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082025000200201&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082025000200201&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082025000200201&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The rise of TikTok has prompted journalists and media outlets to experiment with its short-form video format. The main goal of this paper is to analyze the presence, activity, and narrative strategies of Spanish local media on TikTok between 2021 and 2024, noting that at the start of this period, only 2.83% of 705 Spanish local newspapers had active profiles on TikTok. Content production was limited and inconsistent, with many profiles remaining inactive for long stretches. Non-journalistic content, such as advertising and humor, was mixed with journalistic posts, events, and social news. Most publishers have struggled to adapt to TikTok&#8217;s format, often relying on static images or repurposing existing content. However, some have employed innovative strategies like satire and collaborations with local creators. Limited resources and an aging audience were identified as potential obstacles. A comparative analysis updated in December 2024 showed mixed results: some media outlets have maintained or grown their presence on TikTok, while others have stagnated or exited the platform. The study concludes that TikTok presents both opportunities and challenges for local journalism, as it requires resources, creativity, and adaptability to attract younger audiences. This involves engaging a global audience with content of local interest and informing emerging viewers who now de-pend on this platform as their main source of information.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El auge de TikTok ha llevado a periodistas y medios de comunicación a experimentar con su formato de video de formato corto. El objetivo principal de este trabajo es analizar la presencia, actividad, y estrategias narrativas de los medios locales españoles en TikTok entre 2021 y 2024, tomando en consideración que al inicio de este período solo el 2,83% de 705 periódicos locales españoles tenían perfiles activos en TikTok. La producción de contenido fue baja e inconsistente, con muchos perfiles inactivos durante períodos prolongados, con contenidos no periodísticos, como la publicidad y el humor. Entre las publicaciones periodísticas, dominan los eventos y las noticias sociales. La mayoría de los medios han luchado por adaptarse al formato de TikTok, a menudo confiando en imágenes estáticas o reutilizando contenido existente. Sin embargo, algunos han empleado enfoques innovadores, como la sátira y las colaboraciones con creadores locales. Se identificaron recursos limitados y una audiencia en-vejecida como posibles barreras. Un análisis comparativo actualizado en diciembre de 2024 permitió evidenciar resultados mixtos: algunos medios han mantenido o ampliado su presencia en TikTok, mientras que otros se han estancado o abandonaron la plataforma. El estudio concluye que TikTok presenta tanto oportunidades como desafíos para el periodismo local, ya que requiere recursos, creatividad y adaptabilidad para atraer a las audiencias más jóvenes, ante la necesidad de abrirse a audiencias globales con contenidos de interés local, así como la necesidad de informar a audiencias emergentes que ya reclaman esta plataforma como su principal vía informativa.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[TikTok]]></kwd>
<kwd lng="en"><![CDATA[Local journalism]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Emerging narratives]]></kwd>
<kwd lng="es"><![CDATA[TikTok]]></kwd>
<kwd lng="es"><![CDATA[Periodismo local]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Narrativas emergentes]]></kwd>
</kwd-group>
</article-meta>
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