<?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>S2683-22082024000200107</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v6i2.3264</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[TikTok como plataforma para la campaña política negativa: Análisis comparado de candidatos presidenciales en Brasil, Chile y Colombia]]></article-title>
<article-title xml:lang="en"><![CDATA[TikTok as a platform for negative political campaigning: A comparative analysis of presidential candidates in Brazil, Chile, and Colombia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sarasqueta]]></surname>
<given-names><![CDATA[Gonzalo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ruiz-Rodríguez]]></surname>
<given-names><![CDATA[Leticia M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Camilo José Cela  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>6</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082024000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082024000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082024000200107&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. Este estudio analiza las campañas políticas negativas en TikTok a través de las cuentas oficiales de seis candidatos presidenciales de Brasil, Chile y Colombia: Jair Bolsonaro, Luiz Inácio Lula da Silva, Gabriel Boric, José Antonio Kast, Rodolfo Hernández y Gustavo Petro. Se realizó un análisis de contenido comparativo de todas las publicaciones realizadas por los candidatos durante sus últimas campañas electorales, abarcando un total de 759 unidades de análisis. La investigación se centra en la frecuencia de los mensajes negativos, su variabilidad según la orientación ideológica, la dimensión en la que se producen los ataques (personal o política) y los temas empleados para manchar la reputación del oponente. Los resultados muestran que TikTok actúa como plataforma propicia para la campaña negativa, evidenciando que la frecuencia y el tipo de mensajes negativos varían significativamente entre candidatos. Además, los estudios de caso ponen de relieve notables diferencias en el uso y la naturaleza de los mensajes negativos en TikTok según la ideología de los candidatos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. This study analyzes negative political campaigns on TikTok through the official accounts of six presidential candidates from Brazil, Chile, and Colombia: Jair Bolsonaro, Luiz Inácio Lula da Silva, Gabriel Boric, José Antonio Kast, Rodolfo Hernández, and Gustavo Petro. A comparative content analysis was conducted of all publications made by the candidates in their most recent electoral campaigns, covering a total of 759 units of analysis. The research focuses on the frequency of negative messages, the variability of these messages according to ideological orientation, the dimension in which the attacks occur (personal or political), and the themes used to tarnish the opponent&#8217;s reputation. The results show that TikTok acts as a conducive platform for negative campaigning, demonstrating that the frequency and type of negative messages vary significantly between candidates. Additionally, the case studies highlight notable differences in the use and nature of negative messages on TikTok according to the candidates&#8217; ideology.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Campaña negativa]]></kwd>
<kwd lng="es"><![CDATA[TikTok]]></kwd>
<kwd lng="es"><![CDATA[Sudamérica]]></kwd>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[Elecciones]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="en"><![CDATA[Negative campaign]]></kwd>
<kwd lng="en"><![CDATA[TikTok]]></kwd>
<kwd lng="en"><![CDATA[South America]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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<given-names><![CDATA[B. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Ko]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effects of negative political advertising on voting intention: An exploration of the roles of involvement and source credibility in the development of voter cynicism]]></article-title>
<source><![CDATA[Journal of Marketing Communications]]></source>
<year>2005</year>
<volume>11</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>95-112</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
