<?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>S2683-22082025000200202</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v7i2.3528</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[TikTok como herramienta de comunicación política: análisis estratégico del discurso viral de los partidos en España]]></article-title>
<article-title xml:lang="en"><![CDATA[TikTok as a political communication Tool: Strategic analysis of the viral discourse of political parties in Spain]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Senra-Silva]]></surname>
<given-names><![CDATA[Julia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moguer-Terol]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cristòfol]]></surname>
<given-names><![CDATA[F. J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Internacional de La Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</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=S2683-22082025000200202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082025000200202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082025000200202&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: La consolidación de las redes sociales ha reconfigurado las estrategias de comunicación política, forzando a los partidos a adoptar nuevos lenguajes y formatos para conectar con audiencias, especialmente las más jóvenes. Esta investigación analiza cómo los principales partidos políticos de ámbito estatal con presencia parlamentaria (PP, PSOE, Sumar y Vox) utilizan la red social TikTok, centrándose específicamente en la apropiación de tendencias y vídeos virales. Mediante una metodología mixta que combina un análisis de contenido cuantitativo de 1.299 vídeos publicados entre el 1 de enero de 2024 y el 1 de enero de 2025 y entrevistas cualitativas con los responsables de redes de los partidos, el estudio identifica patrones de uso, estrategias temáticas y picos de actividad. Los resultados revelan que Sumar y Vox son los partidos que más integran el formato viral en su comunicación, aunque con enfoques distintos. Así, se observa una correlación entre la intensificación de publicaciones y eventos de alto impacto político, como la tramitación de la Ley de Amnistía, cuestión de especial trascendencia informativa en España durante 2024. Mientras que el PP centra su estrategia en un discurso negativo dirigido a la figura del presidente del Gobierno, Pedro Sánchez, el PSOE y Sumar optan por un tono predominantemente positivo. El estudio concluye que el uso de TikTok en la política española, aunque creciente, aún es un campo de experimentación donde las formaciones de los extremos del espectro ideológico demuestran una mayor adaptabilidad al lenguaje nativo de la plataforma.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The consolidation of social media has reshaped political communication strategies, compelling parties to adopt new languages and formats to connect with audiences-particularly younger ones. This study analyzes how Spain&#8217;s main non-separatist parliamentary parties (PP, PSOE, Sumar, and Vox) use the social network TikTok, focusing specifically on their appropriation of trends and viral videos. Through a mixed-methods approach that combines quantitative content analysis of 1,299 videos published between January 1, 2024 and January 1, 2025 and qualitative interviews with the parties&#8217; social media managers, the study identifies usage pat-terns, thematic strategies, and peaks in activity. The results show that Sumar and Vox are the parties that most actively integrate viral formats into their communication, albeit with differ-ing approaches. A correlation is observed between increased posting activity and high-impact political events, such as the processing of the Amnesty Law-a topic of particular public interest in Spain during 2024. While the PP centers its strategy on a negative discourse targeting the Prime Minister, Pedro Sánchez, PSOE and Sumar favor a predominantly positive tone. The study concludes that, although TikTok use in Spanish politics is growing, it remains an experimental field in which parties on the ideological extremes show greater adaptability to the platform&#8217;s native language.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[TikTok]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Ciberpolítica]]></kwd>
<kwd lng="es"><![CDATA[Marketing político]]></kwd>
<kwd lng="es"><![CDATA[Voto joven]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[TikTok]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Cyberpolitics]]></kwd>
<kwd lng="en"><![CDATA[Political marketing]]></kwd>
<kwd lng="en"><![CDATA[Youth vote]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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