Abstract

PEREZ ALVAREZ, Thelma; CERON HERNANDEZ, Cyntia  and  GARCIA VILLATORO, María José. TikTok as a new techno-political communication platform towards the 2024 presidential campaign in Mexico. An approach to Claudia Sheinbaum´s content. Rev. panam. comun. [online]. 2023, vol.5, n.2, pp.105-129.  Epub Feb 19, 2024. ISSN 2683-2208.  https://doi.org/10.21555/rpc.v5i2.2990.

Tiktok has positioned itself as the new techno-political communication platform within the digital ecosystem towards the next presidential elections in Mexico. This, within a controversial social context, which involves the questioned praxis of political organizations, social polarization and a certain disinterest among youth in partisan politics and electoral processes in Mexico. This work makes a theoretical proposal applying a methodology to obtain knowledge about the use of TikTok as a marketing and political communication platform for candidates for the presidency of Mexico in 2024, specifically aimed at the young population as the main user profile of the platform. The proposal is developed with the interest of investigating the transformations around processes, strategies and practices generated from the construction and dissemination of videos on the platform. This article presents the results of a pilot test based on quantitative analysis that analyzes the content of Claudia Sheinbaum’s official TikTok´s account where, based on audience interactions, the themes and strategic functions in the published content, as well as the self-representation of the candidate, we obtain an approximation to the strategic patterns of use of this platform.

Keywords : TikTok; technopolitical; young people; presidential campaign; political communication.

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